Big B2C e-commerce companies, Vipshop.com and JD.com, have very different developmental paths. The unique and meticulous managerial model and continuous profitability of Vipshop supports its increased share price. However it faces the problem of how to maintain its advantages and upgrade with its existing model. In contrast, JD.com has set up a large scake e-commerce industry chain, but suffered losses and attack. How to turn things around while maturing as a company is the biggest challenge JD.com has faced yet. In the battle for scale and profits, who is the market winner?