Abstract
Owing to the propaganda by the Internet platform, the “Singles Day” has become the “spree day” of the whole e-commerce sector in China. This promotion war among e-commerce tycoons is essentially pursuing economic interests with the veneer of culture and entertainment. The spree on the Singles Day is essentially the busy network consumption constructed artificially. Along with the more perfect regulation system, the more rational online consumption, the fiercer market competition and the diminishing demographic dividend, the e-commerce in China that flourishes based on the population, traffic and novelty will see a development dilemma in the future. Therefore, the e-commerce platforms in China have to find the way to explore the core values of the Internet and construct the new pattern of the Internet economy of lasting profitability.
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