According to the changes in consumption habits, Miura Exhibition divided Japan into four consumption eras. When the same standard is projected to the Chinese market, the perception is chaotic. The rise of Pinduoduo has opened the curtain of the "Second Consumption Era". The pursuit of cheap and cost-effective consumption characteristics still has a huge user base in China; It belongs to the typical "third consumption era". Consumers pursue identity and belonging, and fall into a personalized "consumption black hole"; products of Japan's "fourth consumption era" such as Uniqlo and Muji have no shortage of living soil in China. . So much so that some "experts" are forced to say: China is in the parallel stage of the second, third and fourth consumption eras. Such a general conclusion does not seem to be very objective. Under the stimulation and amplification of the Internet, consumers' minds telemarketing list have never changed so quickly: for example, a girl who has just finished the college entrance examination may often visit the clothing stores in the towns during the summer vacation. Ten yuan can buy a trendy T-shirt; after entering the university campus, under the guidance of classmates and friends, Li Jiaqi gradually became a fan; after entering the workplace, with a considerable salary, he may instantly become a Starbucks employee old patrons... The same consumer, in different social backgrounds, has changed consumer psychology, consumer demands and consumer concepts, which directly determines that retail is an industry with dynamic innovation and real-time transformation. "You may not have made any mistakes, it's just that you are too old," Ma Huateng's point of view is also applicable to the retail industry. Going back to NetEase Yanxuan, it is the beneficiary of the dynamic transformation of the retail industry. For example, in 2017 under the wave of consumption upgrading, the growth rate of IKEA in the Chinese market fell to 8.4%, and it has maintained double-digit growth in the previous two years; the sales of MUJI in the Chinese market did not increase but decreased. Nine consecutive price cuts failed to restore the decline; but in the data disclosed by NetEase Yanxuan in 2018, revenue increased by as much as 8 times compared with the previous year.