eTong whose terminal entity looks like a telephone is an e-commerce platform designed to facilitate retailing informatization in China. eTong is a creative solution that it integrates the small retailers as a big chain store. It will reduce the redundant courses between the producers and the retailers and also will act as a high efficient medium, providing service for both of them. This paper first gives a brief introduction about eTong, analyzes its operation situation, and then conducts a case study about its application in tobacco industry to see whether it is efficient in real world.
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