Under the jointly managed inventory ( JMI) mode, the fairness concern of the upstream and downstream enterprises in the supply chain has an important impact on the supply chain coordination. Then, a centralized supply chain decision model under the JMI mode, a decentralized supply chain equilibrium decision model under the non-JMI mode, a supply chain coordination decision model under the JMI mode, and a supply chain coordination decision model considering the fairness concern under the JMI mode are developed respectively, and the corresponding numerical analyses are implemented. The results show that: a revenue-cost sharing contract mechanism is able to achieve the efficient coordination of supply chain and the Pareto improvement of operations performance when the fairness concern is considered. Under the JMI, when the supplier and the retailer have the same fairness concern, the retailer with fairness concern gains more coordinated profit and bears more JMI cost, and the supplier with fairness concern gains and bears opposite. Under the JMI, when the supplier and the retailer have the same fairness concern, the stronger the fairness concern of the supplier and retailer are, the more coordinated profit and the more JMI cost the retailer with fairness concern gains and bears respectively, and the less coordinated profit and the less JMI cost the supplier with fairness concern gains and bears respectively. Under the JMI, when the supplier and the retailer have the same fairness concern, the stronger the bargaining power of the supplier is, the more coordinated profit and the more JMI cost the retailer with fairness concern gains and bears respectively, and the less coordinated profit and the less JMI cost the supplier with fairness concern gains and bears respectively.