Alibaba Group, listed in Hong Kong, is set to implement a basic software service fee of 0.6% on confirmed transactions for vendors on its Tmall and Taobao platforms. This move comes amid a broader strategic shift in China's e-commerce sector, where companies are increasingly prioritizing sustainable sales growth over the previously dominant strategy of offering ultra-low prices. This shift is prompted by slow growth in gross merchandise volume (GMV) and the forthcoming enforcement of anti-unfair competition regulations, which will take effect on September 1. As a result, Chinese e-commerce firms are adapting to a new market environment that demands more than just low pricing to attract and retain customers.