Taobao.com is not only a popular online retail platform in China, but also a community of Chinese consumers and a hub for global creative goods. Taobao has largely changed the traditional way of production and the way people live and consume. The "Tao generation" that has emerged on Taobao is characterized by a lack of injustice, a respect for fashion and individuality, and an open and communicative mindset and rational thinking. Taobao's diverse consumer experience, so that the Amoy generation is happy: group design, play custom, fashionable, love the traditional.