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The e-commerce market in China is developing rapidly. As of the end of December 2012, the scale of online retail transactions in China's online retail market is 13030 billion yuan, an annual growth of 66.1%. It accounts for more than 6.3% of the total retail sales of consumer goods. China's online shopping market has entered a relatively stable period of rapid growth. As an important part of the online retail market, the B2C market is showing a trend of competition. In 2012, the volume of transactions was 386 billion yuan, accounting for 29.6% of the total online shopping market, reflecting an increase of 4.3 percentage points compared with 25.3% in 2011. It has become the main driving force of the online shopping market. With the influx of large B2C companies, B2C retail will account for 75% of total retail sales by 2019, and the B2C model has become a core component of online retail. After more than ten years of development, the online shopping market has begun to take shape, and the consumption concepts of Chinese online shopping consumers have changed. Consumers have a higher pursuit of product quality and service levels for online shopping, and the competitive strategy of e-commerce should also be changed (Biswas,2018; Ramakrishnan, 2010; Lu, 2010. Jiang, 2005; Zhang, 2007; Lee, 2001; Zhao,2003; Al-Momani, 2018; Grubljesic, 2019; Srinivasa, 2018; Reddy, 2018; Chang, 2019; Khatwani, 2018; Hamidi, 2018; Buckley, 2019; Liu, 2020).