According to statistics, the scale of online shopping in China reached 267 billion yuan in 2009. online shopping The number is 130 million. The popularity of online shopping is giving consumers more choices and more convenience. Meanwhile, the impact on shopping mall entities also makes businesses feel pressure. Many consumers choose to choose good models and models in shopping malls and buy them online. The price advantage of online shopping has become an "insurmountable" gap that some physical stores can not overstep.

In addition, some shopping malls carry out preferential promotions on weekends and holidays. Consumers are accustomed to all kinds of preferential activities. Some consumers even said that in addition to the international brand, shopping at the mall usually felt that it was a loss to buy at the original price. The idea of "no discount without consumption" has been recognized by some consumers.

However, some experts believe that although the current online shopping has a big impact on the traditional entity store channels, the momentum or slowing down of the future impact will be slow.

Business expert Liu Hui told reporters that at present, Consumer Mostly in Taobao, etc. B2C Only a small number of sellers can buy some of the genuine products to sell below the positive price, but the quantity of the products is very limited, and the supply of goods is not stable enough to satisfy consumers who are accustomed to buying genuine products. Most famous sellers who sell super low prices are mainly refined and imitation. With the continuous segmentation of the market, consumers who buy goods with the best prices will gradually differentiate themselves from consumers who are accustomed to shopping in shopping malls.