The development of the e -commerce service industry enables more e -commerce companies to use it at a lower cost such as customer management、Modern Enterprise Management Services and other modern enterprise management services，directly improve the level of production and operation; at the same time，E -commerce service providers provide online merchants with purchase、Marketing、Financing and other links full service，Effectively cut the time in the company's daily operation、Human and capital costs，This enables online merchants to invest more resources into the core competition link，Discover customer needs，Implement product and service innovation。

Product innovation

Internet merchants continue to develop new products，Rich product line，As much as possible to satisfy consumers' personalization、Differential requirements。The practice of product innovation in product innovation is divided into multiple levels，Some are improved on the original product's function or appearance，Some are new products，Other is to give new uses by giving the original product a new combination。Further，Online merchants through systemic innovation，Overcoming product diversification in cost、New problems brought by customer service。

[Case] ​​In the fierce competitive home appliance market，& ldquo; Bear Electric & rdquo;，Bold attempt，Developed yogurt machine、Boil eggs、Stew pot and bet365 live casino games other new products，Gradually formed & ldquo; breakfast electrical & rdquo; series。Because novel products can better meet consumers, especially & ldquo; office workers & rdquo;，Fast sales of new products、Continuous growth。& ldquo; Bear Electric & rdquo; I found my own blue ocean market。　　

Service Innovation

Professional services can meet the personal needs of consumers，It is also conducive to creating a good consumer experience and enhancing customer loyalty。Service has become an important part of the value -added of goods，It has also become an important source for enterprises to obtain differentiated competition advantages。For example: & ldquo; North America Sunshine & RDQUO; Provide customers with personalized services for private nutritionists;，Provide customers with professional clothing matching opinions; & ldquo; Aishang flowers & rdquo; Incorporating warm emotional care in the flowers of flowers。

[Case] ​​Justyle, a clothing e -commerce company, created a set of & ldquo; customer service service cheats & rdquo;: 3s+6s = me。3S represents three major standards (3 Standards): Kind、Trust、Satisfaction; 6s represents six service steps (6 Steps): seven seconds smile、Explore demand、Active promotion、Suggested order、Happy payment、Satisfaction evaluation; ME represents the role played by Mingxing customer service (debut、skills、Gongchen、show、Box office、My Oscar)。Justyle's efforts in service innovation have received full recognition and high evaluation of customers，Customers' scores for the service of Justyle Taobao flagship store bet365 Play online games service have long maintained at a high level of 4.7 points (5 points in the full score)。

Marketing Innovation

　　
In the past few years，Internet merchants in blog marketing、SMS marketing、Search and marketing and other aspects made a variety of explorations。In the past year，More and more online vendors have begun to try to use Weibo、Q & A community、Socialized Network (SNS) and other social marketing。

Interpersonal networks with fragmented information and interactive interpersonal network，Net merchants accurately locate their potential customers at a very low cost，Establish a connection with them and friendly dialogue。Customers' proactive participation and active interaction，greatly improved the marketing effect。The more important significance is that online merchants can effectively aggregate the previous highly discrete personalized needs，The first step of taking a personalized business。

[Case] ​​Collection of purple sand pots belong to niche hobbies，Traditional marketing methods are difficult to accurately cover customers in this area。& ldquo; Tibetan pot & rdquo; Wu Yongle searched through Weibo、Interactive，Found more than 2,000 purple sand pot enthusiasts in just 5 months。He share the pot selection with Weibo、Pot、Knowledge and experience of raising pots，Talk to the enthusiasts interact。Gradually，He forms his own brand and influence on Weibo，Many Weibo fans become his loyal customers。

Business model innovation

In terms of business model，Internet merchants continue to innovate and break through，For example, mixed batch、Pre -sale、bet365 live casino games Group purchase、Customized。More than 100 net merchants in Yiwu established & ldquo; mixed batches & rdquo; website，The business of small products is made on the Internet; Qu Mei Furniture uses & ldquo; pre -sale+group purchase+custom & rdquo;。Some modes Although it is not the first of the Internet merchants，But they continue to create new glory in combination with e -commerce。

[Case] ​​Yi Hongwei, Yiwu Internet merchant, found a business opportunity during the operation of the online store: Many online store sellers lack of supply，and Yiwu is the ocean of small products，Have natural supply advantages。So，He Hongwei leads many sellers，Starting to start an online wholesale business。He established & ldquo;，Main wholesale various novelty home supplies。When the seller first purchased，500 yuan can be mixed in batch，Number of products、varieties can be arbitrarily matched。Replenishment，Unlimited amount of delivery with express delivery，Starting from 300 yuan for delivery with logistics。& ldquo; Mixed batches & rdquo; This innovation，Let He Hongwei gain leading advantages in various wholesale websites。　　

Market Innovation

Expanding domestic demand is the fundamental way and requirements for sustainable economic growth in China。Network retail trading platforms through providing a large amount of information management platform and effective credit evaluation system，Integrated Logistics、Payment and other e -commerce service systems，A significant reduction in transaction costs，Then promote massive consumption，Not only provides bet365 best casino games domestic consumers with a lot of cheap and beautiful products，And effectively helping Chinese companies realize & ldquo; export to domestic sales & rdquo; transformation。IDC data display，2010 Chinese netizens' online shopping transactions reached 472.8 billion yuan，increased by 90%year -on -year，It is estimated that the online shopping transaction value of Chinese netizens will exceed 2 trillion yuan。(see Figure 1)

Breaking the area barrier

Taobao platform to help companies from all over the country, especially the central and western regions, effectively connect with the national market，Not only daily consumer goods are smooth，Many local specialties also continue to cross the region，Sold all over the country and even overseas markets。Data display，2010 Taobao online transaction total 1.79 billion strokes，The transaction value is 197.1 billion yuan; more than 90%of the transactions of Xinjiang and Inner Mongolia online merchants are sold to other provinces，Inner Mongolia cheese sales in the country reached 16.66 million yuan、Xinjiang jujube sales in the country reached 125 million yuan (mostly sold by online merchants outside Xinjiang)。(see Table 1)

Through Taobao，Third and fourth -tier cities、Consumers in the central and western regions can also buy high -quality products sold in a few first -tier cities，For example, jack & jones、Nike、Uniqlo and other brands of products。Data display，Sichuan in 2010、Liaoning、Xinjiang、Inner Mongolia and other provinces, more than 80%of the consumption amount on Taobao.com is cross -provincial consumption。(see Table 2)

bet365 best casino games All -weather transactions and traditional retail complementarity

The shopping peak of consumers purchased online online on Taobao is concentrated on working days，Especially from Monday to Thursday，Saturday and Sunday is relatively speaking & ldquo in the week.，This is a strong complementary to the consumption habits of offline consumers on weekends。(see Figure 2)

online and offline shopping in one day also shows a significant complementary state in time。Since the business hours of traditional supermarkets are 8:00 to 22 o'clock、The business hours of department stores are 10 to 22，Full -time worker、Most consumers such as business owners can only choose offline shopping after 18 o'clock; e -commerce provides 24 -hour all -weather shopping service，Support the large -scale balanced release of consumer demand for residents，greatly extended effective consumption time，Improve consumer experience and shopping efficiency。

Taobao's daily trading highest peak is concentrated at 21:00 to 22 o'clock，This is usually a traditional store、Supermarket、Time to snooze in department stores。January 18, 2011 within one hour during this period，Sales of women's clothing categories exceed 20 million yuan，Equivalent to the sales of the Beijing Single Store Sales Champion Shin Kong Tiandi Shopping Mall during the New Year's Day in 2011。(see Figure 3)

(Author Unit: Finance and Trade Institute of the Chinese Academy of Social Sciences; Research Center of Alibaba Group; Institute of Finance and Economics of the Chinese Academy of Social Sciences)