Gelonghui, June 1 | Xinhuanet commented that with the “6.18” online shopping festival approaching, 56 publishing houses in Beijing and Shanghai made a joint statement to boycott a major e-commerce book promotion has attracted attention. It should be said that adequate market competition is necessary; this will force all parties to improve product quality and service standards. On the basis of optimizing production, management, and operation methods, it is naturally a good thing to reduce costs and increase efficiency to benefit consumers. But competition should be orderly. A “price war” with no bottom line or just a “battle” with no winners. The “price war” of “killing chickens and fetching eggs” will also damage the healthy industry ecology. Some publishers may be unable to re-invest in production, and practitioners also lack incentives, which affects the activity of cultural creation and the diversity of cultural products. For e-commerce platforms, excessive reliance on a “price war” and being boycotted by merchants will also affect their reputation. Platforms and publishers are supposed to be alliances. Exploring the establishment of a healthier model of cooperation, and finding a balance between benefiting consumers and ensuring the orderly development of the industry is the key. And this is true for the book publishing industry, as well as for other industries.