Fashion Uprising is a new player in the domestic apparel trade B2C sector, favored by the fashion-conscious. As is well known, today's fashion is bound to become history. As the official Chinese site of Zipia, the largest clothing e-commerce group in South Korea, Fashion Uprising not only leads trends but also inevitably inherits the traditions of the official brand, which makes it seem more formal than approachable. In fact, as a B2C that leads the fashion crowd, it needs grassroots elements more than formality. This is because with grassroots comes stories and popularity, leading to value recognition and trends. Grassroots come from the people, and where there are people, there is popularity and market. If we take a look at some traditionally successful B2C websites in China, we can understand the importance of popularity for vertical shopping sites.