In recent years, the Internet industry in China has been booming, and the number of Internet users has increased, and the Internet and economic and social integration have been more solid.As the number of Chinese Internet users and Internet penetration continued ascension, electricity firm has entered the stage of deep development, more and more comprehensive, vertical electric business enterprise began to appear, and represented by the leisure food of traditional industries have also involved in electronic business pattern, scale continued ascension, the operation is standard.

The rapid development of e-commerce has driven the rebuilding of the consumption pattern on the retail side, and the consumption habits of the user network shopping have been gradually formed.By the end of 2016, the number of shopping users in China had reached 467 million, an increase of 53.45 million from the end of 2015, up 12.9 percent year on year.

From the point of the size of the market, by the end of 2015, China's online shopping market deals reached 3.8 trillion yuan, up 36.2% from a year earlier, the permeability of 12.6% of total retail sales of social consumer goods, up 2.0% year-on-year, according to foresight industry institute released the depth of the network shopping industry research and investment analysis report predicts that the permeability will reach 19.2% by 2018, corresponding to the network shopping market trading as high as 7.5 trillion yuan, about 2 times in 2015.

At the same time, along with the rapid popularization of mobile Internet and mobile payment gradually improve, electricity mode can provide users with convenient not restricted by time and space of the consumer experience, the penetration of services in various fields of social life to further strengthen, combined with the daily consumption more closely.From the point of users, by the end of 2016, China's mobile terminal network shopping user scale has reached 441 million, up 29.8% from a year earlier, the use of mobile terminal network shopping proportion (mobile Internet users share) rapid rise to 63.4% from 54.8% in 2015.

The mobile Internet is maturing and the number of mobile Internet users has increased dramatically, making it the core factor driving the growth of Internet users.In absolute terms, the number of mobile Internet users jumped from 0.5 billion in 2007 to 695 million in 2016, with an average annual compound growth rate of 33.86 percent.In terms of the structure of Internet users and 2016 mobile Internet users by the end of the scale ratio reached 95.1%, a 5.0% increase at the end of 2015, mobile terminal has become the mainstream of Internet access mode.

Online shopping industry matures, the home appliance business enterprise in addition to continue to expand the category, optimization of logistics and after-sales service, are also actively developing cross-border shopping, sinking channels to develop rural electric business.In the case of integrated electrical business pattern is set, some enterprises aiming from mother to child, medical, decoration, and other areas of the vertical electrical contractor agriculture, these will be the new network shopping market development to promote.