Based on the data of Taobao village issued by Ali Research Institute, "growth-disappearance rate" calculation, nuclear density analysis method and optimized hot spot analysis are used to analyze the spatio-temporal characteristics and influencing factors of Taobao village's "growth-disappearance" in China from 2009 to 2020. The results show that: ①From the perspective of time dimension, Taobao village in China has experienced the germination period, growth period and the rapid expansion period at the present stage. However, the "disappearance/growth" presented a "broken line" change trend of "steep at first, then slow down and then steep", indicating that the disappeared Taobao villages "increased at first, then decreased and then increased". ② From the perspective of spatial characteristics, using four time sections in 2014, 2016, 2018 and 2020, it is found that the "growth-disappearance" of Taobao village in China gradually expanded to the central and western parts of the eastern coastal areas, which developed from "dot" to "ribbon". In terms of spatial distribution, agglomeration and correlation, the "growth-disappearance" distribution of Taobao villages in 2020 shows a pattern of "decreasing from the east to the west, and deepening from the north to the south (coastal areas) ,the hot spots are concentrated and the cold spots are scattered". ③ From the perspective of survival type, most of the Taobao villages in the eastern region are growth type, followed by low flow type, and a few areas are recession type. The central and western regions are mostly growth and low flow, followed by high flow and recession. ④ From the perspective of influencing factors, homogenization competition, industry involution, business operation skills, e-commerce transformation and market sensitivity are the main reasons for the disappearance of Taobao village. The results of this study provide reference for the healthy development of Taobao village in rural areas and the optimization of government policies.
