Niu is a store management software tailored by Alibaba for merchants, which can be used by both Taobao sellers and Tmall merchants. Niu Qian includes seller's workbench, message center, Ali Want Want, Quantum Constant Road, order management, commodity management and other main functions. The core of Niu Qian is to integrate store management tools, business consulting information and business partnership for sellers, improve the operational efficiency of sellers and promote win-win cooperation between both parties.