Gome online store took the lead and released the first self-disciplinary white paper in the e-commerce industry, calling for better market practices—no category limit on coupon, fight against product scalper and fraudulent discount. The move had profound significance for the entire online market and showed that both market and consumer wanted a transparent environment, according to China Foundation of Consumer Protection.

Gome said in the white paper that it would build standardized system for product procurement and better food quality. It would select its suppliers carefully and provide consumers with a good shopping experience, which would win their trust for online stores.