Corey Lien would have become a doctor instead of an entrepreneur who founded China's biggest luxury shopping site had his family not incurred a debt of NT$30 million (US$991,890). In 2006, Lien set up wooha.com, which now has 2.5 million members who spend an average of 3,500 Chinese yuan (US$527) per transaction -- four times the amount spent on China's leading shopping site Taobao. Membership on wooha.com has been growing by 3,000-5,000 per day over the past 10 months. The site has the highest volume of traffic among high-end female fashion business-to-consumer sites in China, according to iResearch Consulting Group. In 1999, Lien had completed his studies in Canada and was just about to begin an orthopedist internship when he received a phone call from his sister in Taiwan telling him to come home and help with his family's debts. Upon his return to Taiwan, he set up a website to sell medical equipment, drawing on his background, his sister's experience as a former IBM employee and his father's connections. Within two years, the operation was reporting profits and was later sold for US$50 million. The success of that business prompted the then 28-year-old Lien to think about his next step. He later obtained a master's degree in business administration from University of Chicago. In an effort to further expand his perspective and personal network, he took jobs at several companies before landing a position at LinLi Wedding, a leading Taiwanese fashion group known for its bridal dresses. The tendency of the fashion business to make people confident and happy, along with its high gross margin, convinced Lien that it was an industry worthy of his dedication. Eyeing the great business potential among white-collar women in major Chinese cities such as Beijing and Shanghai, Lien opened wooha.com but for seven months he received no major orders. An unusual order from the inland province of Shanxi helped Lien to realize that the biggest market for online luxury shopping was the secondary cities instead of those in the coastal regions as it costs too much for brands to open actual shops in the less developed regions. By making the world's latest fashions accessible to high-end consumers through online shopping, wooha's revenue tripled in 2009 during the global financial crisis and its business is expected to double this year. Today, the site's major customers are in cities such as Dalian, Harbin and Chengdu. Members in Inner Mongolia alone contributed over 1 million yuan (US$150,568) to the site's revenue in 2009. The success of the business has prompted leading luxury brands such as Swarovski and Charriol to seek partnerships with wooha.com as the site has distinguished itself from the stereotypical Chinese e-commerce sites that sell cheap copied products. Starting off in the medical field and ending up in fashion, the 35-year-old Lien is now well positioned in China's luxury market as he has found the right customers for his service. 