Last year, Chinese vlogger Papi Jiang made headlines around the world for selling an ad spot to the e-commerce beauty platform Lily & Beauty for the price of $3.4 million. The astonishing cost of the ad demonstrates just how influential China's online influencers are becoming.
The ad for the Shanghai-based e-commerce firm was offered to Jiang due to her massive, 11.8 million followers on the Chinese social media platform Weibo. While Jiang is known more for her sarcastic take on Chinese life than beauty tutorials, the vlogger's personality has made her a powerful voice for advertising brand such as Lily & Beauty.
The collaboration between Jiang and Lily & Beauty reveals that vloggers and other online influencers are a primary source of beauty news for many Chinese consumers and that they are becoming an increasingly a popular way for brands to promote their products.