SHANGHAI — In China‘s aggressive social media panorama, a brand new crop of influencers is shortly capturing the eye of choosy Chinese language netizens.
They could not maintain as a lot sway as “Lipstick King” Austin Li, however their rise to fame solely took one profitable livestreaming session or two.
On Xiaohongshu, China’s reply to Instagram, socialite Teresa Cheung and seasoned actress Dong Jie shortly discovered their second act as livestreaming stars. On Douyin, the Chinese language model of TikTok, former modern dancer Jin Xing and “Loopy Wealthy Asian” Hongquanxing Wang proceed to realize followers as humorous on-line personalities.
To raised perceive China’s ever-changing social media scene, WWD takes a have a look at eight influencers on Douyin and Xiaohongshu who’re producing hype.
Xiaohongshu: 1.04 million
Born in Hong Kong to Shanghainese mother and father, Teresa Cheung was destined to be an influencer: She began purchasing at Lane Crawford at 4, and started sporting Chanel as a youngster. Cheung went on to review overseas at FIT, which she later recounted in her standard newspaper column: “I didn’t even have to review in school. I simply learn WWD.” In 2018, the 55-year-old Cheung launched a WeChat Official account documenting her life-style and shortly amassed a big following. Final week, Cheung’s first Xiaohongshu livestream, which lasted virtually six hours, garnered practically 1 million views, with GMV topping the 50 million renminbi, or $7 million, mark.
Well-known for her wavy luscious mane, Cheung was most profitable in promoting high-end hair care merchandise from manufacturers comparable to My Organics and Gotukola.
Her “Rose Is a Rose” magnificence field collection, which options manufacturers comparable to 111Skin, Malin+Goetz, Augustinus Bader and Evidens de Beauté, additionally shortly bought out throughout the livestream. Cheung’s subsequent livestream will go reside on June 18, coinciding with the 6.18 purchasing competition, one in every of China’s most essential on-line purchasing bonanzas.
Xiaohongshu: 2.51 million
The Chinese language actress Dong Jie turned one of many first Chinese language celebrities to launch a livestreaming channel on Xiaohongshu final January.
After being found by Chinese language director Zhang Yimou within the 2000s, Dong’s profession was in full swing till a dishonest scandal 10 years in the past. Dong tried to revive her profession in 2021 by collaborating within the standard actuality present “Sisters Who Make Waves,” however her actual break got here unexpectedly when Xiaohongshu approached the 43-year-old Dong final October and requested her to turn into a livestreaming anchor on the social-commerce platform.
Dong shortly turned recognized for her serene and zen livestreaming strategy, alongside together with her minimal and relaxed fashion. Dong additionally got here to be referred to as a champion of Chinese language designers on her platform, shortly promoting out pricy gadgets from Ms Min, Uma Wang, Märchen, Swaying, Jacque Wei and Gentle Mountains.
Dong’s eight-hour-long livestream on Might 25, which was themed “Love Life,” gained greater than 2.2 million views. In response to Xiaohongshu, Dong’s April livestream reached 60 million renminbi, or virtually $850,000, in GMV.
Xiaohongshu: 1.01 million
Jingchu Zhang is a Chinese language actress recognized for her roles in “Rush Hour 3,” “Protege” and “Peacock,” which received the Silver Bear on the 2005 Berlin Worldwide Movie Pageant. After changing into a sufferer of a cyberbullying scheme greater than years in the past, Zhang disappeared from the general public eye. Final 12 months, Zhang gained reputation on-line for documenting her wholesome post-COVID-19 life-style.
Referring to herself as “sister,” the 43-year-old Zhang is thought for her candid livestreaming fashion, the place she routinely shares her expertise studying English and exercise classes. Zhang’s first e-commerce livestream in Might, which promoted self-help books, exercise gear and wholesome snacks, lasted seven-plus hours, attracted greater than 800,000 million viewers and bought over 10,000 gadgets.
Xiaohongshu: 3 million
Douyin: 4.2 million
Tianzhen Yang, who began out as Fan Bingbing‘s assistant and later turned a star agent, determined to step into the limelight herself in recent times. She shortly gained reputation as an outspoken actuality star and livestreaming host in 2019. Using the wave of a burgeoning e-commerce financial system, Yang launched a livestreaming company 4 years in the past, creating profitable social media accounts for celebrities comparable to Dong Jie and Ouyang Nana. Yang can also be recognized for her plus-size vogue assortment Plusmall.
Calling herself “one of the best celeb agent in China,” Yang manufacturers herself as a profitable businesswoman who provides helpful social methods and communication recommendation. Yang launched her first livestreaming session on Xiaohongshu in April to advertise merchandise comparable to scented candles and feminist titles. The five-hour-long livestream acquired greater than 480,000 views on the platform.
Douyin: 172.5 million
Jin Xing, a famous Chinese language modern dancer, discuss present host and actress, who’s additionally extensively referred to as China’s first transgender celeb, initially launched her livestreaming profession on Taobao three years in the past earlier than leaping ship to Douyin final 12 months.
Recognized for her feisty persona, Jin confessed that she started livestreaming to assist her modern dance firm whereas selling her June livestream. Jin’s 6.18 livestream will characteristic high-end skincare manufacturers comparable to Helena Rubinstein, SK-II and La Mer.
Sida Jiang leaped to fame as a contestant on the truth collection “U Can U Bibi”; he’s additionally one of many few brazenly homosexual Chinese language public figures. After leaving the truth present, Jiang turned the host of the net discuss present collection “DV Challenge,” recognized for its confessional interviews with Chinese language celebrities and personalities.
Jiang’s first foray into Xiaohongshu livestreaming got here final Singles’ Day, when he topped the platform’s livestreaming chart inside six hours, promoting greater than 8,000 gadgets with a mean unit value of greater than 877 renminbi, or $124. Arc’tyrex, Salomon, Lemaire, Diptyque and Le Labo are a few of the standard gadgets featured on Jiang’s “Goddess Grocery store”-themed livestream.
Based by Zhu Lan, a dressmaker and Dong Hua College visitor lecturer with greater than 20 years of expertise in bridal design, the Douyin account “Lan Yi made-to-order vogue” is thought for its fast takes on celeb fashion. Zhu used her petit-mains know-how to elucidate technical particulars of elaborate clothes, specifically how runway samples are tweaked to suit a star’s private wants.
Zhu additionally used her on-line following to attract consideration to her namesake vogue assortment, “Lanyi made-to-order vogue.”
Typically modeling the items herself, the gathering attracts inspiration from celeb crimson carpet kinds. The model’s bestsellers are slimming corset tops priced round 500 renminbi, or $70.
Douyin: 3.42 million
A former baby star, Hongquanxing Wang reinvented himself on Douyin in 2020 as a “Loopy Wealthy Asian” whose Beijing mansion is stocked with luxurious items.
Labeling himself as a Louis Vuitton VIP, Wang is usually seen in full-on Louis Vuitton seems to be and a rapper-style oversize jade pendant whereas having fun with unique VIP occasions and journeys in China and overseas.
Wang can also be a profitable Douyin livestreamer who primarily sells Chinese language skincare manufacturers. In response to the native knowledge company Chanmama, Wang’s livestreaming GMV reached 50 million renminbi, or $7 million, within the final 30 days.