A Study On The Business Model Of E-Fun Internet Shopping Mall

The emergency of e-commerce and the rise of online shopping have changed people’s way of shopping. China’s retail online shopping market turnover is rising year after year. E-commerce is a big trend of our times. The war of e-commerce has started in an all-round way. Now Taobao and jingdong are leading the domestic online shopping market. Although Jingdong Mall has become the second e-commerce giant in China and its turnover of Jingdong Mall is rising year after year, it almost has no profits because of lots of advertising and price killing. In the same time, the fast growth of e-commerce has attracted many new entrepreneurs and investors involved in the field. All kinds of e-commerce platforms in various business models have sprung up like bamboo shoots after a spring rain, highlights business has "dao" which means laws and rules, but there’s no "dao" in e-commerce.It becomes particularly necessary about how to make good use of new business model and how to manage innovatively in such a time background.This paper explores the business model of e-Fun Shopping Mall (a new cross-border e-commerce enterprise) through the case study method, compares it with Jingdong Shopping Mall (a domestic e-commerce giant), and analyzes the competitive advantages of e-Fun Shopping Mall using the nine elements of business model which was put forward by Osterwalder & Pigneur. The study shows there are the following differentiation core competitiveness which will make e-Fun Shopping Mall successful.Firstly, e-Fun uses direct selling system to recruit 20,000 agents who can help promote the Mall and introduce the manufacturers to display products on e-Fun Mall so as to build a business model of double win. Secondly, e-Fun Mall adopts the theme of happy shopping, lucky 90% discount purchase of all goods, and new shopping mode of winning the jackpot before shopping. Thirdly, e-Fun Mall attracts the online shop owner with service orientation----B2C mode provides the shopkeepers with tens of thousands of high-quality goods free of charge, the unique C2C mode binds the consumers with online shops, the 020 mode provides free matching services for shopkeepers to provide presale experience, after-sale service and logistics distribution to solve the last 1-mile problem of e-commerce. e-Fun Mall encourages the shopkeepers through various measures:create an online shop freely in e-Fun Mall, run a shop freely in first three months, attract customer flow by not paying advertising expenses, make a profit without a preparation of goods, and own an online shop without any cost of decoration. Fourthly, Taiwan products will be introduced into e-Fun Mall with a fair price through the route of Fujian Pingtan Free Trade Zone, and e-Fun will be the domestic fair-price online shopping platform of Taiwan products.In addition, this paper also analyzes the future trend of e-commerce will be perceptual e-commerce which will seek new breakthrough points from customers’ demands, comforting the customers, telling stories to customers and private customization instead of price, speed, convenience and scale. e-Fun Shopping Mall focuses on the layout of perceptual e-commerce, combining the product value and idea, trying to touch the consumers’ heart by the strength of story-telling and make efforts in meeting customers’ demands, comfortable service and story-telling.This paper aims to provide the entrepreneurs with the innovative model of e-Fun Mall for reference and the topic of academic research in the future.