Blue Ocean e-commerce is to break through the traditional business model through innovation and find the undeveloped "blue ocean" in the market. With the rapid development of the Internet, the e-commerce industry is becoming more and more mature and the competition is becoming more and more fierce. Blue ocean e-commerce refers to opening up new market space outside the traditional e-commerce field through innovation and breakthrough, finding a "blue ocean" with no competitors or less competition, and gaining greater market share and profits. The blue ocean refers to the unknown market space. In order to start and maintain profitable growth, enterprises must transcend industry competition and create new markets, including breakthrough growth business (new products or new models in the old market) and strategic new business development (creating new markets, new sub-industries and even new industries). The blue ocean refers to the unknown market space, and the red sea refers to the known market space. The choice of entering the market is to open up a new road in the blue ocean or fight a bloody road in the red sea, which is a metaphor for the choice of survival in the market space.