InChina，e-commercehasalwaysbeencarriedgreatexpectations.From"inverseraider"whomakesamessincatfisheffecttoall-pervasive"subverter"，e-commercehasamightyriseinallfieldslikeconsumption，finance，agriculture，cross-bordertradeandsoon.Traditionalinterestpatternisbeingbrokeandtraditionalbusinessrulesarebeingrevised.

　　Thisisagamebetweenemergingcommerceandoldcommerce.Whowillbethefinalwinner?Inthefaceofcommercialevolutionbeingintegratedandupdated，whereisthenext"placewithadraught"ofe-commerce?

　　E-CommercetoSubvert

　　People'sImaginationConstantly

　　Inthesurvey，manyintervieweessighwithemotionthatthepatternofe-commercehasbeeninachangeablesituationfordecades.Atthebeginningofthe21stcentury，Chinesee-commercesawthefirstpeakofdevelopment.DangdangandJoyowereatthefirstechelon.JDandChinaNeweggjustgainedfameandfortuneinZhongguancun.TaobaoofAlibabawasalsojustlike"youngflowersthatjustbud".Today，aftertenyears，Alibabahasbecometheinternetcompanywhosemarketvalueranksthesecondplaceintheworld.JDwentpublicinAmericasuccessfully.However，the"inverseraider"JoyointhepasthasbeenpurchasedbyAmazontobeasubsidiary，whilethe"foreigngoods"Newegghasfallenfarbehindbecauseitcouldnotadapttotheenvironment.

　　Sincetheentrythresholdofinternetindustryislow，aftertheemergenceofeachkindofnewformatofe-commerce，capitalfloodedintothemarketandentrepreneurteamsflourisheverywheretooccupythemarket.FangXingdong，thechairmanoftheboardofInternetLaboratory，introducedthatduringtheperiodfrom2010to2011，allflowersofgroup-buyingwebsiteswereinbloomtogether.Butthatwasjustlikeaflashinthepanduringoneyearandatpresent，thenumberofthewebsitesleftislessthanone-tenth.Theleadinggroup-buyingwebsiteHand-in-HandendorsedbyactorGeYouwhowasinvitedontheconditionofthousandsofyuaninMay，2011，currentlybecomeplainandlesspopular.Itwaspointedoutonceinsomearticlespublishedbysomemediathatgroup-buying'ssurvivingratewithinfiveyearsafteritwasemergedindomesticmarketwasonly3.5%，whichcanbecalledthemostdisastrousindustryperiodinbusinesshistory.

　　Inthisera，inwhichtechnologyoverturnseverything，thosewho"fellfromtheprominence"areusuallynotthetravelerswhohurryonwiththeirjourney，butinnovatorsofotherfields.UnderthechallengeandattackofDangdangwebsite，Joyowebsiteandothere-commerce，awaveofclosingdownalsosurgedinthetraditionalbookstores;underthesuppressionof"DidiTaxi"，"FastTaxi"andothertaxi-takingsoftware，Yunliwasoptimized，thustheproblemof"taxi-takingdifficulty"thatwashardtobesolvedformanyyearswasfinallyrelievedtosomeextent;underthechallengesofJD，Taobaoandlatere-commerce，thebusinessesofSuningelectronicsandGuomeielectronicswereattacked，andtheiroff-linecellphonemarketsalesapparentlydeclined.

　　LiangChunxiao，thevice-presidentofAlibabasaid，"Themorethanten-yeardevelopmentofe-commerceisaprocessofcontinuouslyoverturningpeople'simagination，whichmakesyoufeelthate-commercecanbedevelopedinthatway."

　　MissingtheNext"WindGap"

　　MeanstoLosetheFuture

　　Thecapriciousgamblesine-commercecirclehappensometimes.Therearenotonlycompetitionsbetweentycoonsofe-commerce，butmoreofcompetitionsbetweentraditionalcommerceande-commerce.

　　InAugust，2012，JDandSuninghadane-commercialpricewar，andJDevenfoundeda"commandingcenteroffightingagainstSuning".Althoughitfinallybecameagamblewithnoresult，itcouldattractmoreattentionandalsoseizedtheopportunitytohaveabrandpromotion.

　　On18th，December，2012，ontheawardingceremonyofChineseAnnualEconomicFigure，WangJianlingwhowonthesameprizewithMaYun，made"ahundredmillionyuanbet"withhim.WangJianlingsaid，"Tenyearslater，ife-commerce'sentireretailingmarketoccupies50%inChineseretailingmarket，Iwillgivehimahundredmillionyuan."In2013，"thebillionyuanbet"madebyDongMingzhu，thepresidentofGreeGroup，andLeiJun，thepresidentofMIUIsimilarly

　　arousedaheateddiscussionintheindustry.

　　AccordingtoLiYonghe，thepersonwhoisinchargeoftheoperationsystemofJD，thecurrentmarketsharedoesn'trepresentthefuturebecausethesellersononehandneedto

　　consolidatethecurrentmarket，

　　ontheotherhandtheyalsomustquicklyplanthenextstrategicdominatingpoint.Missingthenext"airoutlet"meanslosingthefuture.

　　Since2013，InternettycoonsrepresentedbyBaidu，Alibaba，andTencenthavebeencontinuouslystretchingouttheirhandsandconductingbigacquisitions.Theyhavewidelyputtheirtoesdippedintounfamiliarorseeminglyirrelevantfields，andtheinvestmentsofdozensofbillionyuanorevenlargeramountwereverycommon.Tencentbecameashareholderofdianping.com，JD，andDidiTaxi，BaidumergedLuomiwebsite，91wireless，andPPSvideowhileAlibabaacquiredCultureChina，becameashareholderofyoukuandtudouwebsites，andmergedUCvideo.Withtheirstrongcapitalpower，e-commercialtycoonshavecontinuouslybecomeshareholdersofnewindustriestosharethebonusofinnovationandstrengthentheirownposition.

　　Whereisthenext"windgap"ofe-commerce?Recently，ofoneaccord，AlibabaandJDvigorouslyplannede-commerceofruralareas，acceleratedtospreadthesaleschannelstothecountryside，andscrambledforthemarketofruralareas.Since2014，JDsetoffawaveof"PaintingtheWall"，andAlibabaheld"themeetingofheadsofcounties"…Logistics，consumptionconcept，talentsandotherissuesstillneedtostudyandpractice.Rurale-commercetoughwarwasonthevergeofbreakingout.

　　SunWeiming，thevice-presidentofSuningElectronicsGroup，expressedthatChineseruralmarketwhichisbasedonvillageandtown'smarketisinabigvacuumstate.Manyplacesareinagreatshortageofbusinessinfrastructureandchannels，andthemarketsareexcessivelyscatteredsothattheoperationcostsareveryhigh.""Theprerequisiteconditionof‘enteringinto’e-commercialmarketofruralareasistolaythegoodfoundationofthebasics，buildchannelsanddeveloplogisticsinabetterway."Hesaidthatin2014，SuningGroupinvestedahugeamountofmoneytoarrangelogisticnetworkinthewholecountryandannouncedthestrategicplanofe-commerceofruralareas，hopingtoconstructtenthousandSuningshoppingservicecenterswithin5yearsandcoveronefourthofnationalvillagesandtowns.

　　AlwaysServeforConsumers，PeoplewhoGettheCommonFeelingsWintheWorld

　　Cross-bordere-commerceisanotherdirectionthatalle-commercecompaniesmutuallyfocuson.WiththegrowingexchangerateofRMB，overseaspurchasingisequippedwithamuchstrongerfoundation.Moreandmorepeopleinthedomesticmarkethaverealizedthatevenifyouaddthecustomstaxandfreighttothecostoftheinternationalproducts，itisstillabetterdealthanbuyingluxuriesinChinadomesticmarketandthequalityisguaranteedaswell.

　　www.xiu.comwascertainaboutthewayofcross-bordere-commercewhenitwasestablished.After5years'explorationandpractice，nowithasbecomealeadingdomestichigh-endcross-bordere-commerceplatform.

　　"Currentlythecompetitionofdomestice-commerceisveryfierce，butthereisstilldevelopmentspaceintheinternationalmarket."JiWenhong，founderofwww.xiu.com，toldthejournalistthatnomattere-commercegiantsoraspecificindustrye-commercecompanylike"www.miyabaobei.com"，theyallsawthetremendouspotentialofcross-bordere-commerceanditrosesharplyinthebackgroundofthecontinuousincentivepolicyputforwardbythegovernment.

　　Thedevelopmentofthebigdatatechnologyischangingthetraditionalmake-to-orderproduction.Intheinvestigationandresearch，LiXi，vicepresidentofJDgrouptoldtheXinhua，takingthemobileHuaweiHonor3Casanexample，whichconsumersareveryfamiliarwith，thatinthepastyearitwasahotsaleinthedomesticmarketwithitsfameofcost-effectiveandgoodefficiency.Itwashardtosnapupanditwasoftenoutofstock.ThisphonewasacustomizedonebyHuaweiafterJDanalyzedthebigdatafromtheusers'browsehistoryandpurchaserecordsandconcludedtheconsumers'preferenceofperformance，sizeandpriceofthemobilephone.Theservicelifeofamobilephoneisusually8months，butthisdesignisforsaleaslongas1year.Andmillionspiecesweresold，muchbreakingthroughthesituationofsellingonly500，000piecesatmostforamobilephone.

　　SunWeiminthinksthatnomatterhowthecommercialpatterndevelops，thepurposeistoservetheconsumers.Youwillbesubvertedifyoukeepawayfromthedemandofconsumers."Hewhoispublic-spiritedcanwintheconsumer'strust."Hesaid.Suninghasbeenapplyingthebigdataservicetoallitsbusinesslines.Forexample，realtimedatacanbecollectedinmostofthemainshopsthatatwhatcountersallthecustomershavecheckedwithwhatcommoditiesandhowlongtheyhavefocusedonthem.Thephysicaldistancecanbeaccurateincentimeter.

　　Withtheinvestigationandsurvey，thejournalistfoundthatitmightbeatrendforthedistributorstoplaceacustomizedorderbasedontheconclusionofbigdatacollectionandanalysis.ThetraditionalretailenterprisesalsochosethemomenttotransformactivelyintoO2O(onlinetooffline)bydecisionbasedondataandtailoringthebuyerscientifically.

　　RainbowusedtobethefirstemporiuminShenzhen，thespecialeconomiczone.Inrecentyears，itsretailbusinesswasgreatlyimpactedbye-commerce.LiuYin，themanagerofthemarketingdepartmentoftheRainbowConvenienceStoreDivision，introducedthattheyopenedthefirstO2OconveniencestoreinShenzheninJulyof2014.Peoplecanorderfromitswebsiteandtaketheirgoodsfromtheconveniencestoreattheirgardengate，orarrangethefreshfoodtobesenttotheirhome.ItisestimatedthattheRainbowwillopen300conveniencestoresinShenzhenin2015，accomplishingthebusinessofthethoughtful"finalkilometer".

　　O2Obecamethetagofe-commercedevelopmentin2014.Currentlythecontroversial"DidiSpecialCar"istointegratethepowerofInternetandthecarresources.Thoughitencounteredthepolicybarrier，itshouldbeadmittedthatithasreallystrengthenedthecurrenttransportcapacityandmitigatedtheproblemofdifficultyintakingataxi.Withtheimprovementoftechnologyandtherenovationofthemodel，peoplearehighlyanticipatedthenext"Cusp"ofe-commerce.