Amoy refers to Alibaba Taobao system departments and products, including Tmall, Taobao, Juhua, Ali Mama and so on. Now Taobao has changed from a single C2C online mall to a comprehensive retail business circle including C2C, distribution, auction, direct supply, crowdfunding, customization and other e-commerce modes.

Taobao advocates an honest, positive and fast online trading culture, and insists that "treasure can't be scoured, and trust can't be abandoned." While creating a safer and more efficient online trading platform for Taobao members, Taobao also strives to create and advocate a relaxed and lively family atmosphere of mutual help and love. Everyone who trades on Taobao can not only trade more quickly and efficiently, but also make more friends.