China’s “mass affluent”, or upper-middle class demographic, is expected to reach more than 14 million individuals by the end of this year, according to a new study conducted by Forbes China. The fast growing number of affluent Chinese people, who have more dispensable incomes to pursue a healthier lifestyle, is giving momentum to startups providing premium services and products in China.

MiliOOne is a Sino-Italian e-commerce startup that aims to provide European manufacturers of Fashion, Food and Furniture (3F) products with one-stop shop services for selling their goods online in China. Working as a web agency, the company provides e-business services, like market analysis, website localization, online project management, branding, etc. to European producers that want to enter Chinese market.

In addition, the Milan and Shanghai-headquartered company also plan to sell Italian 3F products on its own online shop in China, meeting the needs of Italian companies, who need new markets in terms of mass sales and that of the Chinese end-users, who want to buy goods and services that remember the “Italian life-style”.

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Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.