Michelle Phan, a 28-year-old former art-and-design student in Florida
amassed over eight million subscribers on YouTube since 2007 by showing
how to apply makeup. Last fall, Ipsy Open Studios, a beauty subscription
company she co-founded, raised $100 million from TPG Growth and Sherpa Capital.
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China’s social-media celebrities wield particular clout because they
fill a void of influence in a country where all established media are
controlled by the government and viewed as irrelevant by most young
people.
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One of the main platforms for social-media influencers is a Twitter
-like service called Weibo.
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Some of China’s online influencers are leveraging China’s role as a
manufacturing hub. They follow a similar pattern: Develop a Weibo
following and open a fashion shop on Alibaba Group Holding
’s Taobao Marketplace, where they sell clothing and accessories that
they get made in the country’s factories. The influencers use their
interaction with followers to narrow the list of items and drum up
preorders. In China’s biggest online-shopping festival, last November,
11 out of 20 top-selling women’s fashion shops on Taobao were owned by
social-media influencers, according to Alibaba, which is a strategic
investor in Weibo.
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