1/13/2024 0 Comments Jing clothesHer appeal is widespread and, in a country as vast as China, this strategy can work. Viability: Given Viya’s remarkable following, it would seem there’s nothing she can’t or won’t sell to her fans which number 17 million on Weibo and 16 million on TikTok. Referring to how this might evolve further, Leitzes points out, “Though it defines itself as a food company, its business not only includes the wholesale and retail of agricultural products, but also apparel and makeup products, hinting at a larger lifestyle approach that she may be leveraging.” Together they debuted Hangzhou Fengweipai (杭州锋味派). In an effort to differentiate herself from competitors, she chose to sell in a wide range of categories, from clothing and makeup to food and home appliances.Ībout The Brand: Viya’s ability to expand her brand into physical products confirms the trend, and at the beginning of 2021, she launched a food company with her husband Dong Haifeng (董海锋). ![]() Photo: Viya’s WeiboĪbout Viya: Viya, or Huang Wei, is one of the top e-commerce livestreaming anchors on the Chinese online shopping platform Taobao where she’s been selling since 2016. ![]() Viya eats hotpot on her livestream with Chinese singer Luhan. Now, surely their popularity and unique position at the intersection of digital content, marketing, and e-commerce, and their years spent playing the role of the “middleman” can pay off? Here Jing Daily looks at four “new celebrities” and their brand ownership viability. And as incomes rise, dedicated fans will go to dramatic lengths to financially support their favorites. Yet, while the concept of launching a brand is very similar to the West, the sheer scale of possibilities in China’s market is vastly different. ![]() Given the maturity of the market, she suggests it’s logical for these KOLs to start to leverage the “attention and affinity they have generated” in order to create additional outlets which they know their followers are looking for. “ This transition happens when they reach a breaking point, that is when collaborations are not lucrative enough in proportion to the influence KOLs hold over their followers’ buying behavior.” According to Leitzes, who founded Parklu, one of the earliest companies to analyze the KOL sector, it’s a space that is quite advanced (for one, the brand incubator Ruhnn went public on the NASDAQ in 2018). “Brand creation is a natural step in an All-Star KOL’s lifecycle,” Kim Leitzes, managing director of APAC at Launchmetrics explains.
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