Big data, cloud computing and other tech developments enable consumer behaviour to direct product development, manufacturing, retailing and logistics. The relatively linear process of traditional manufacturing and retailing is disrupted, signalling a change from business-to-consumer (B2C) to consumer-to-business (C2B), said Jack Ma 马云 Alibaba CEO on 13 October 2016. The government needs to rethink support and regulatory structures, says Ma. Arguing the transformation will start from retailers, who will focus on zero inventories rather than delivery speed, Ma heralds ‘neo-retail’, playing on líng ‘zero’ in líng shòu ‘selling empty, retailing’.