Analysis of Jingdong Mall’s internationalization strategy

Jingdong, as China's top-ranked e-commerce platform, is gradually moving towards the internationalization route. Its internationalization strategy is mainly to develop overseas markets through investment and M&A and self-construction. Jingdong has expanded the influence of its brands in Southeast Asia through investment and M&A, while in Europe and the United States, it is fully committed to self-construction. Jingdong also enhances brand awareness in overseas markets by cooperating with multinational brands and launching co-branded products. Although Jingdong has achieved some success, there are still some problems. Brand awareness overseas is not enough, the proportion of overseas sales is low, the scope of overseas expansion is small, as well as Jingdong's brand public relations ability to be examined. It is suggested that the brand's competitiveness in the overseas market can be enhanced by increasing brand publicity to improve brand awareness overseas; increasing the proportion of overseas sales and expanding the scope of overseas expansion, as well as strengthening the brand's public relations ability.