JD-owned e-commerce platform Yihaodian focuses on middle-class family customers who demand high-quality products with competitive prices.

Yihaodian (YHD) provides only around 10,000 SKUs, far less compared with millions of SKUs on JD.com. They are carefully selected based on the preferences of Yihaodian’s members who are usually middle-aged, married, living in first and second-tier cities, and in charge of shopping for the whole family.

Customers can only find less than ten SKUs of eggs, but each of them is a quality product from well-known brands. The water products are all boxed – suited for family customers, and mostly from Evian, Voss, and Perrier.

Fresh food and daily use products are the key categories for YHD, because they attract members to repurchase constantly. Additionally, the platform provides products that are widely welcomed by middle-class customers, such as Dyson hairdryers, French wine, and Estee Lauder skincare products.

The shopping on YHD is straight-f...