Innovative Market Research for Identifying Untapped Consumer Segments in China's E-commerce Market

The rapid advancement of modern information technology has propelled the swift emergence and maturation of e-commerce. This phenomenon has not only transformed traditional business models but also provided contemporary consumers with more convenient shopping options. Against this backdrop, consumer purchasing behaviour has undergone significant shifts, leading to an increasingly segmented e-commerce market where numerous unidentified and untapped consumer groups persist.This paper briefly analyses the e-commerce market and the concept of untapped consumer groups, summarises the characteristics of such groups within China's e-commerce landscape, and outlines the principles for identifying innovative markets among these untapped consumers. Ultimately, it proposes corresponding strategies to promote the sustainable development of the e-commerce market, aiming to provide reference for professionals.