Abstract We present a model to describe the dynamics of web sites on the WWW market. The model accounts for cooperation and competition at the same time. Our goal is to establish strategies for web sites to win on the WWW market. Unlike the known competition systems, the model shows unexpected characteristics because of the introduction of cooperation. We analyze the model both qualitatively and quantitatively, and show a series of novel and interesting strategies for cooperating with small sites to win. We also give a series of interesting suggestions for powerful sites to win while they face the challenges from the cooperating small sites.