Online brands taste real-life success

In less than 10 years, Michelle Phan went from blogging about makeup, to posting tutorials on YouTube, to having her own line of cosmetics launched by L'Oreal, a global brand.

Phan's story is seen as a testament to the power of the Internet, and today, thousands of Chinese are attempting to emulate her success.

This list is just some of the ways cyberstars are cashing in on their celebrity:

Tips and virtual gifts from fans

Most online platforms have introduced a tipping system for fans to give cash to online celebrities. For example, when an online celebrity publishes a fashion article on WeChat, the instant-messaging and social media app, readers can reward them with a "digital tip" ranging from 1 yuan to 250 yuan (15 cents to $40; 13 cents to 35 euros).

This can bring in a lot of cash, given that articles by major celebrities generate more than 100,000 hits. Papi Jia, who makes funny videos, recently received tips from more than 3,500 fans for one post.

Advertising fees from luxury brands

Luxury brands such as Channel and Prada are turning to online celebrities for targeted marketing. When releasing new products, companies often invite Web stars to endorse them on social media.

"Compared with fashion magazines, I feel a stronger bond with online celebrities and trust their recommendations," says Liu Chang, 28, an office worker in Shenzhen.

Profits from running online stores

Guotai Junan Securities Co, a major investment bank, estimates that e-commerce stores run by Internet celebrities now account for about one-sixth of the entire online clothing retailing market.

Appearance fees

Internet celebrities no longer limit their commercial activities to online. It is increasingly common for companies to pay them to attend gatherings such as product launches, corporate events and celebrations.

masi@chinadaily.com.cn

(China Daily Africa Weekly 03/18/2016 page31)