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"Do you want to go with Mama to take a look at the toys today?" This is the fifth time 33-year-old Huang Dongyun has come to the rental company based in Guangzhou to rent a toy for her 3 year-old son. She finds the deal quite economical.

"I've calculated a bit. The rental expense for six months is less than 100 yuan."

The company used to only lease products like furniture, computers and books to customers, but later Huang Dongyun found out that the company had started to lease children toys. As daily expenses add up so fast these days, she decided to rent toys for her kid. A six-month rental of a ride-in electric car is less than 100 yuan, but if she bought the same one from a shop, it'd cost her 600 yuan. Huang Dongyun thinks kids usually lose interest in a toy within months, so by renting instead of buying, she can save money and be able to use more new products.

"You can rent anything you want these days including a desktop PC, laptop, printer, or even a telephone. This is my life, a rented life."

Huang Dongyun is not alone. In Guangdong, the Oursjia Rental Company has opened several branches. In the company's display room, one can see many customers coming in these days. Sixty-year-old Zeng Fanyun says she is a frequent visitor of the shop.

"I've just rented a children's cart to help my grandson learn to walk, and a chair to put at the dining table."

During the past a few months, products prices have soared and people are bracing for inflation. But Jiang Hongwei, CEO of Oursjia Rental Company, says his company's business has doubled. He has not only individual customers, but also companies and government bureaus renting items. He believes consumption ideas are changing among customers and his business will continue to see a huge boost.

"China is undergoing a consumption idea revolution. There are currently 20 product rental companies now in China. My prediction is, within three to five years, foreign rental companies will emerge in the Chinese market."

The rental companies also target high-income customers, especially those who temporarily work in the city but want a higher living standard. The longer the customer wants to rent the product, the cheaper it is. And if customers want to eventually own the product, they just need to pay the balance.

For CRI, I'm Liu Min.

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