This study is aimed at exploring the reality of online auction marketing of skincare and cosmetics products and the characteristics of sellers/buyers on Yahoo!. On the basis of Blue Ocean Strategy, this study analyzed the operation strategies among the online auction sellers. The findings of this study indlude that the online auction sellers of skincare and cosmetics products, on the one hand, should eliminate their inventory stock pressure, and should reduce their objective experience, purchase cost, and platform cost. On the other hand, the sellers should enhance their services and products responsively. In the future, it is to be expected to see that more sellers would combine online auctions with brick and mortar stores, leading to further market diversification and self-created brands. Such establishment of store differentiation could help create prodigious ”Blue This study is aimed at exploring the reality of online auction marketing of skincare and cosmetics products and the characteristics of sellers/buyers on Yahoo!. On the basis of Blue Ocean Strategy, this study analyzed the operation strategies among the online auction sellers. The findings of this study indlude that the online auction sellers of skincare and cosmetics products, on the one hand, should eliminate their inventory stock pressure, and should reduce their objective experience, purchase cost, and platform cost. On the other hand, the sellers should enhance their services and products responsively. In the future, it is to be expected to see that more sellers would combine online auctions with brick and mortar stores, leading to further market diversification and self-created brands. Such establishment of store differentiation could help create prodigious ”Blue Ocean” opportunities in the highly competitive world of online auction markets.