The evolution of business model of vertical category E-commerce company: NALA as example

Business model refers to the basic logic for enterprises to create value, which means how the enterprise makes profits by providing products and services for the customer at a certain value chain or value network. E-commerce as one of business models of Internet industry includes B2B (Business to Business), B2C(Business to Customer), C2C(Customer to Customer). This paper introduces a cosmetic distribution company's business model evaluation of NALA form C2C to B2C and Internet community and self-owned brand.