"Selling a funeral service is like selling clothes. Do you argue with your customers to change their style? Or do you sell them what suits them best?" That's Qi Weijing, founder of Jiuhua Zhengyuan Co Ltd, a company combining funeral services with the internet.

"Why would I want to change people's mindset? I just give them what they desire."

Qi, a man in his mid-30s with an impressive resume - including master's degrees from Peking University and the Renmin University of China, IT startup experience and most importantly, a charming baritone voice - is now venturing boldly into a millennia-old industry: funeral services.