In 2019，China’s online retail sales exceeded 10 trillion yuan. The pattern of the head group of the E-commerce industry is stable，the competition of new enterprises is still fierce，and the major enterprises further increase their penetration into third and fourth-tier cities. Alibaba，JD.com and others continue to increase investment in technology，and improve the value conversion rate of data through technology. E-commerce livestreaming took off in 2019，and short videos，KOLs，KOCs，private traffic constitute the new elements of retail marketing.