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.com has largely changed the traditional way of production and the way people live and consume. The "Tao generation" that has emerged on Taobao has become an important feature of not being an ingrate, advocating fashion and individuality, being open and communicative, and having a rational mindset. Taobao diversified consumer experience, so that the Amoy generation are happy: group design, play custom, fashionable, love the traditional.