'Einstein's brain' among best-sellers on Taobao

The Taobao popularity list also includes The Art of War, a book written by ancient Chinese military strategist Sun Tzu and unexpectedly endorsed by a trendy TV show, baiju-flavored latte, clogs and the mamianqun, or traditional Chinese four-panel skirts.

The novelty quotient of most of these products is behind their immense appeal, which reflects the emotional needs of the younger generation, experts said, adding that young people actively seek self-adjustment and prioritize emotional well-being amid life's many challenges.

This trend is driving the booming online emotional service business, which is mostly led by young entrepreneurs, many of them fresh graduates or students. They have found creative ways to provide emotional comfort, and at the same time are capitalizing on the growing market, which Taobao estimates to be worth hundreds of billions of yuan.