BEIJING - As Chinese consumers become increasingly affluent and sophisticated, the country's e-commerce companies are catering to new consumption patterns to grab a larger market share.

Yanxuan, an e-commerce site under Chinese internet company NetEase, offered a special deal for the June 18 shopping festival: customers can enjoy 20 percent off for the first three items they buy, but no discount will be given for any extra purchase. They want to concentrate on the quality of purchases, not just the volume.

Just like its name, which means "strict selection," Yanxuan is trying to make its way through a crowded e-commerce market with quality control and calls for a simpler lifestyle.