is the personalized service provided by Amazon in which consumers are called by their names and "tailored" recommendations are provided according to their previous purchase records. Furthermore, besides "tailored" individual service, with the accumulation of consumers' information on the Internet, mass customization becomes possible in which companies provide "tailored" content to particular segments of consumers with similar interests. Douban is a Chinese social networking service website that allows its users to rate movies, TV dramas, music and concerts. It rapidly grew to 200 million registered users in 2013 (founded in 2005). In addition, people who like the same TV drama, like Game of Thrones, or fans of the same movie star, such as Tom Cruise, will group together to discuss and share their feelings. This allows companies to take advantage of mass customization to sell products or reinforce their brand equity in suitable target groups. By doing so, the interaction and co-operation of companies and consumers are deepening, widening and multiplying in a variety of ways. Industry restructuring Restructuring followed by disintermediation and reintermediation is one of the essential features of the transition from traditional to Internet marketing communications. The Internet may force traditional distributors or retailers out of business simply because Internet transactions are less costly. JD.com significantly impacted the distribution channels for personal computers in China as of 2009 by allowing consumers to order different parts of the computers that were then assembled by the online business, leaving tens of thousands of retailers in that field out of their jobs. In 2015, JD.com accounted for 22.9% of the Chinese online shopping's market share. Again, according to Financial Times, with the shifting trend of using mobile phones for online purchase in China, the people using cellphones to log on to the Internet outnumbered those using PC, the next wave of restructuring faced by JD.com and its major competitors like Alibaba. In 2014, JD.com's orders deriving from mobile phones increased by 543%, compared with the last year's quarter of the same period. Haoyu Shen, the chief executive of the JD.com, ascribed this result to its own company's app rather than the co-operation with Tecent, the Chinese second largest online corporation, although it invested in JD.com in March 2014. As an ecommerce business, JD.com has been constantly facing challenges and opportunities of reintermediation with the rapid shifts of the technology development of the Internet. Email Email marketing is directly marketing a