Abstract
Witkey business is a kind of e-commerce by which some website users request for intellectual services and some others profit from responding to the request. Bid Witkey was the most well-developed witkey business. From 2006 to 2012, both annual completed services and the RMB value were increased by over 87 and 45 times respectively. The total transaction value of the industry exceeded 2 billion RMB. There were hundreds of witkey websites competing for a slice of the pie. However, some new witkey websites came out after some were shut down. Zhubajie.com started to lead the witkey industry from 2008. The website achieved 80% of the market share in 2013. Why did some witkey platforms succeed but others failed? Is the success of zhubajie.com sustainable? How could the witkey websites adjust their business models and corporate strategies to dig out the potential of the business? This case gives a clear definition of the witkey and reviews its commercialization process. Particularly, the detailed information of zhubajie.com can help students have a deep insight from the perspective of an enterprise, so as to have a good understanding of the emerging platform economy, business model innovation and competitive strategy.