Today, at the virtual test drive beta held on Taobao, when discussing the future form of e-commerce, Zhao Kun, the head of Taobao's XR business, said that the next generation of e-commerce will compete on 'experiential value'. Compared to shelf-based e-commerce which is efficient, and content-based e-commerce which has emotional value, XR and other new devices are expected to usher in an era of experiential e-commerce, where transaction efficiency and experiential value, emotional value can better balance each other. (Sina Technology)