Jiahui Fu

Normally, we define Groundswell as a   “ social trend in which people use technologies to get the things they need from each other, rather than rom traditional institutions like corporations ” (Li & Bernoff, 2011, P9). Groundswell is fast-growing phenomenon.   Three factors collision causes groundswell, they are people, technology and economics.  - People always want to gain benefits through interactions, and they always revolted against institution power.    - Technologies helps connect people with each other, and helps connect individuals and the rest of world as well. Various software connects people faster, more directly and universal.   - Economies : online trade make people earn profits easier and quicker, online businesses offer more opportunities to people who want to make money. In a word, as the development of technologies, the relationship between economy scale and people’s rebellion has changed. Groundswell provide a platform for interact

Background China's growing mobile market is driving online consumer spending: Chinese people now spend more money online than ever before, whether it's luxury or groceries. This is why e-commerce sites are an important platform for international media buyers who want to gain branding in the Chinese market. Allibaba Group is the owner of online shopping leaders Taobao and Tmall. ( https://zigt.com/taobao-and-tmall-advertising-on-chinas-leading-e-commerce-sites/ )  Alibaba and Taobao Alibaba is a company in which comprised of core commerce cloud computing, digital media and entertainment, and innovation initiatives. Most famous service is the E-commerce service -- Taobao, which  was established in May10. 2003 and invested by the founder of Alibaba Group. Taobao is the largest network of retail and business circle in Asia. ( https://pdfs.semanticscholar.org/5d9c/7afd2d6892390f2337352fa24645e763c985.pdf ).  Taobao is the most popular online