2009 was a year of great progress for the B2C industry as a whole, with various powerful players joining the tide of China's B2C sector and launching fierce competitions. Due to the special nature of the Internet, malicious attacks targeting正规 merchants have shown an increasingly serious trend, and many legitimate merchants have suffered severe impacts. This phenomenon is particularly evident in the footwear B2C sector. Amongst the disorderly competition, MyShoe库, which suffered the strongest attacks, rapidly rose in a short half year on platforms such as Taobao and Paipai. At the same time, this inspired MyShoe库 to establish its own brand through the Internet and develop an independent online store, and this unique "MyShoe库 phenomenon" has drawn industry attention.