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New niche startups in China target diversity, demand for luxury

Roseonly is for love.

SHANGHAI -- As living standards rise, Chinese values are rapidly becoming more diverse, prompting creative minds to break from traditions and discover profitable market niches to fill.

One such venture is Anyoutian, set up only two years ago. This summer, it brought a big change to over 100 supermarkets in Shanghai, including major chain stores and local retailers. The stores started selling locally produced fresh vegetables under the Anyoutian brand.

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