5.1.1 New Trend Strategy As the market becomes more competitive, accurate prediction, proper strategy and following responses are more important for the e-commerce industry, in especially for the open C2C market. To see the Korean cases, Gmarket and Auction used the scalability of the C2C open market and developed a successful business model. Initially, the economic downturn was a blessing for Auction, as it was able to attract buyers with low-priced products. A relatively new player, Gmarket used the anti-monopoly power of auctions and quickly pivoted from B2B, initially defaulting to C2C to adapt to environmental trends. A venture undertaken by eBay can also be an opportunity to expand the global market for Gmarket. Gmarket and Auction plan to transform the C2C open marketplace into the e-commerce portal site. Due to these changes, these two companies are diversifying their revenue streams from transaction fees to advertising fees. In China, Taobao holds nearly three-quarters of the market share. Its free services competed successfully with eBay rival EachNet. Taobao reveals Chinese customers are price sensitive; For C2C open marketplace, the price not only covers buyers' product price, but also covers sellers' service fees. Taobao expects the Chinese market to mature to adopt service fees and wait for the right time to abandon its no-fee model. These strategies hit the target. The company is looking to expand beyond the Chinese mainland and recently put its idea into practice with Yahoo Japan.5.1.2 Differentiation StrategyThe differentiation strategy provides the company with a unique differentiator.Gmarket differentiates itself through extraordinary services, including “Star Shop”, “raffle auction”, “instant buy”, “negotiation” and “group buy”. Most of these services ...... middle of paper ...... yielded by seizing the opportunity with these four strategies. Korea being a powerful country in the IT sector, the disparity of payment techniques and systems cannot be a factor of success. Each company must therefore differentiate itself, even within the same holding company, eBay. In China, the industry should pay attention to the Chinese government's C2C market policy and market opening measures; because China's C2C industry is still in its early stages and will reach maturity in the next 5-10 years. They also need to compete among all related business links including website, payment tools, communication tools and logistics, because China C2C e-commerce platform still has room for technological development, especially credit sales and shipping. The free policy is also a factor of temporary success. Finding a sustainable mode of profitability and economic model will be a key success factor.