With ethnography and in-depth interviews, this study attempts to understand the subcultural community of doll-playing, including how it is formed and how the young female players make meaning with their experience, aiming at investigating the change in the concept of subculture in the contemporary consumer society. Firstly, the online activities of doll-players show clearly that the Internet greatly affects the formation of a subcultural community. Secondly, subcultural communities may make special meaning with their consumption. As a kind of subculture, doll-playing is special in the sense that it is bounded with consumer products, which are humanized by assigning names and backgrounds to the dolls. Such consumption activities help the players gain satisfaction through differentiation with the mainstream. However, emphasis on consumption has made it lose the non-subversive nature of subculture, but compromise with the consumption power of the mainstream. What the players resist is not the ruling class, but the mainstream attitudes towards gender and family. Consumption has allowed them to be empowered and to build up an ideal domestic relationship, leading to physical and psychological satisfaction.