Innovation and EvolutionCoping with continuous evolution of trade patterns and the rapid advancement of information technology, the new economic model has undergone tremendous changes. From the traditional business model of company-to-company (B2B), personal-to-individual (C2C), and subsequent new retail models such as B2C2C, C2B2C, and P2P developed in response to the e-commerce era, the way of buying, selling, and living has been completely changed. However, the era of pure e-commerce is about to pass. Whether it is pure e-commerce or traditional physical retail, both must move toward O2O (online to offline). When virtual e-commerce and physical retail find media in the middle, e-commerce will exit in the next ten to twenty years, and the new retail industry will become mainstream.