The State Council has approved a slew of measures to support the growth of online to offline, or O2O, business. Under the new measures, China will encourage more innovative business models, technologies and services, and help offline companies to interact with customers through online services. Authorities will also support retailers and bricks-and-motar shops to adapt to the challenges brought by e-commerce. China will upgrade logistic services and create a more conducive business environment with streamlined approval processes and stronger financial support.