The success of RC has drawn the attention of rivals and other traditional enterprises.

"Some CEOs use Edaixi's example to ask why they shouldn't build an Internet service," Zhang said.

Edaixi's success lies in the user-centered value and it also involves three elements: affordability, convenience and entertainment.

"Edaixi is cheap and fun. It costs you 99 yuan ($16.2) for one bag of clothes," said Wang Hong, who won the title of "Bag King" for putting 33 items in one canvas bag.

Zhang has been to more than 30 countries to learn from other firms how to improve the user experience.

The first lesson was high washing standards.

Though Edaixi outsourced the actual washing, it set strict requirements.

"We choose the best laundry in each community - eco-friendly equipment, at least two years of operation and staffed by skilled professionals," said Zhang.

With 100,000 orders daily, delivery is also a major consideration.

Zhang figured Edaixi could recruit people in the community, mostly women in their 50s, 60s and 70s, to do the pickup and delivery.

"Most of them are retired, but this earns them money and gives them exercise. Their faces are familiar to users and they are friendly and safe," Zhang said.

The community employment also gives the workers flexibility.

In May, Edaixi will aim at the high-end market and expand its service range.

"A service for providing elderly people with home-based care is in the pipeline. Whatever service we create, user value is the core of our service," said Zhang.