Analysis of the Business Model of e-commerce Companies under COVID-19: Taking Alibaba as an Example

With the increase of Internet usage and the impact of COVID-19 pandemic, the market share of e-commerce is growing rapidly, and various types of e-commerce websites is emerging. Alibaba, as a leading enterprise in China's e-commerce market, has been affected by the environment in this period, and has a lot of representative performance for the e-commerce industry. This paper makes an in-depth analysis of Alibaba Group as a representative of the e-commerce industry. We use SWOT analytics to study the prospects and potential risks of Alibaba's business model. After investigation, we find that Alibaba does have some management and decision-making risks, but the emergence of COVID-19 and live broadcast also provide Alibaba with many new opportunities.