E-commerce is a fast growing channel for new business in China. However, Chinese small retailers have many difficulties in e-commerce applications nowadays, such as lack of IT skills, expensive of operation cost, etc. In this paper we present an intelligent retail system named eIRS which can help small retailers to implement their e-commerce strategies. eIRS whose single terminal entity looks like a telephone is an e-commerce platform linking product producers and retailers. It can reduce the redundant courses between product producers and retailers and also can act as an efficient medium, providing service similar to ICP for both of them. The test results of eIRS indicate that it creates a new win-win e-commerce model for producers and small retailers in China. We also analyze the Development Obstacles and Challenges of eIRS finally.