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Xiachufang has been known for its achievement in providing a space for passionate amateur cooks to have a voice. A community that enlists cooking talents, Xiachufang claims it prioritizes fostering social value over maximizing profits. Its move into e-commerce carries on the zeitgeist, aiming to make people more aware of the environmental factors underlying their everyday food consumption. To that end, Youdiantian will work to help independent, small-time farms reach more consumers. Xaichufang takes commissions from transactions, but CEO Wang Xu claims that the main source for revenue in the long run will most likely be ads. China has seen a growing network of online grocery stores, mostly selling organic or high-quality food products: Benlai is an e-commerce site promoting healthy food and e-commerce giant Taobao, too, has a marketplace sourcing safe and organic food. Nonetheless, Xiachufang’s 10 million regular users give a cutting edge to Youdiantian. When it comes to blurring the line between content and commerce, Youdiantian sounds similar to Provision, a subsidiary online grocery under the food community, 52food, one of whose founders is a former New York Times food editor.