Comparison And Analysis On E-commerce Market Modality Of China’s Online Retailing

When online shopping originally start to develop, retail has obviously lagged compared with European and American.The main trend of online shopping is to provide consumers more and better goods. Category killers as a necessary stage of "consumer-culture democratization" is used to be very outstanding in the offline market in USA. At the beginning of development of China’s traditional e-Commerce, Retailing providers haven’t completed the expansion of the market category. Therefore, among the Chinese online category killers, no matter what the form of electricity providers, their purpose is to upgrade traditional retailing space and break limitations on channel process efficiency. Hence first developed online shopping form in China is called all-category-discount e-Commerce based on leading factors of price and category. In China, "Taobao double eleven" online shopping festival which is launched by the national network operators has become "the world’s largest network of the trading day," which marks that the Chinese all-category-discount e-Commerce reached a peak.Consumers’ demand and supply and netizens ’ structure is always adapting to the continuous improvement on economy and retail business. After China’s online retail business experienced an expansion of category and volume, it not only need challenge with traditional retailers, but also further satisfy consumers’ increasing demand. Meanwhile, in Chinese economy, low cost is still the main feature of the e-Commerce. Therefore, the e-Commerce\ including main factors of differentiation and vertical could service more professionally in low cost. Vertical e-Commerce such as vip.com also cooperate with offline suppliers to create a win-win innovation model.Compared to the development process of e-commerce in Western countries, Chinese electricity forms of Internet retailers are simply dominated the stage. Another major form is the O2 O online and offline integration. US online retail market has been fully developed under the category and form, in Internet retail development stage of the formation of an effective complementary and integration, but the entire electricity supplier in the traditional retail market structure is still in a strong position, and in the integration of the electricity supplier O2 O have experience of success. The most notable feature is the online and offline retailers not to price competition as the main marketing tool, more companies realize the value of online and offline hereinafter promote complementary benign. Under the impact of the Internet on the Chinese economy has already started to engage in traditional retail Internet, although many companies still in the exploratory stage, but as the representative of Suning Appliance O2 O further restructuring of the electricity supplier showing characteristics and trends about china’s O2 O e-Commerce.This article focuses on individual cases of the marketing form consumer online shopping in internet electronic commerce. we put those cases in the analysis of digital evolvement induce the feature of using the internet as a direct distribution of commodities trading in Chinese market, and analysis as well as compare the role of Economy and Market in the development of new media and new technology.