The Study on the Industrial Evolution，Competitive Situation and Development Trend of Chinese Online Retail Industry
（1.Shandong Jiaotong University，Jinan，Shandong250357，China；2.Shandong Agricultural University，Taian，
Abstract：China’s online retail industry has experienced 20 years of development，which can be divided into such four stages as emerging，rising，outbreaking and integrating. At present，online retail is entering the period of stable growth；the competition pattern has been formed；and there are three development trends of business type，such as the B2C comprehensive ecommerce platform，the deeply developed e-commerce platform with only one category，and the O2O platform. The industrial vertical integration and coordinated development will be the basic situation of e- commerce competition，and service taking quality，convenience and customization as the center is the main trend for e- commerce to meet the consumers’requirement. Considering the characteristics and development of online retail，we should，first，further improve the related law and regulation system，and foster the sound development environment；second，we should strengthen the development of information delivering mechanism and perfect the credit system；third，we should strengthen the support and guidance for e-commerce and standardize the competition order；and fourth，we should encourage the coordinated development and improve the industrial ecological system.
Key words：e-commerce；online retail；business to customer；integration of online and offline