Showcase is called the last minutes presentation to the consumers playing the roles of attraction and selling to the customers,which delivers the brand image,business culture and social culture.However,comparing with the low awareness of the results of showcase,there is an increasing number of bad even illegal showcases,which already produces serious negative externality.Based on the ethics theory and business practices,the paper chooses and analyses four kinds of Chinese showcases,aiming to raise more attentions to this issue and provide some realistic suggestions*.