Online starlets are refashioning Chinese e-commerce

Online starlets are refashioning Chinese e-commerce

Ms Jiang and Mr Liang, salespeople of the year

LIANG TAO shifted 80 pink Givenchy bags in 12 minutes. Becky Fang offloaded 100 turquoise Mini Cooper cars in just five. Both are wanghong, literally “red-hot on the web”. Every day millions of Chinese trawl social media for wanghong posts or tune in to live-streams for opinions on everything from a French fashionista’s essentials to rampant sexism in China. The fans are helping this new breed of Chinese internet star to monetise their popularity—and to shake up the country’s e-commerce industry in the process.

Unlike conventional luxury-and-beauty brand ambassadors, many wanghong have built their fan bases through compelling online content rather than a famous name. Some of the most successful are not especially glamorous. “Pudgy Luo” is a middle-aged man who discusses everything from Chinese emperors to 3D printing on his talk-show. MC…Continue reading

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