Mogujie aims for fashionable tone

The dominant question Yue Xuqiang is asked since he co-founded Mogujie, a social shopping service dedicated to the fashion conscious, in February 2011, is how can you compete with Taobao, Alibaba Group Holding Ltd's flagship e-commerce site?

The question springs to mind because the Taobao platform accounts for more than 95 percent of China's customer-to-customer online market.

But for Yue, a former employee of the colossal Taobao platform, there is always room for competition, which can meet unique customer demand, no matter how big their rivals are.