Research on B2B Platform Strategy Based on Co-Evolution: Jingdong New Trade Case

Abstract

Abstract: Focusing on the case of Jingdong New Trade, this paper examines the process and strategy of how brand, platform and retailer coevolve and develop the B2B platform based on the perspective of coevolution. The findings are as follows: 1) B2B platform is a typical bilateral trading platform and its development requires the coevolution of multiple participants, namely, the evolutions of the platform's operation mode, the brand's sales mode, and the retailer's procurement mode. 2) To develop B2B platform, the platform should possess certain key capabilities to drive the evolutions of brand and retailer. 3) Based on the difficulties of management and market development, strategies of coevolution can be classified into three types: openness, symbiotic and absorption. The platform can comprehensively utilize the three types of strategies to control the bilateral trading platform in different phases. This study develops a strategic model for the coevolution of multiple participants. The conclusion not only complements the theories related to B2B platforms and coevolution, but also provides guidelines for Chinese Internet companies to develop B2B e-commerce platforms.

Key words: B2B platform, co-evolution, platform business model, brand sales model, retailer procurement model

Cao Xin, Ouyang Taohua, Huang Jinsong, Qu Shen. Research on B2B Platform Strategy Based on Co-Evolution: Jingdong New Trade Case[J]. Management Review, 2020, 32(11): 308-320.

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