Who are the mainland’s fashion, beauty and lifestyle trendsetters? Meet the influencers and KOLs shaping the culture in  #legend’s groundbreaking collaboration with Social Power.

THE PEOPLE WHO REALLY INFLUENCE CHINA

Last month, a report on the global luxury lifestyle market by consultancy Bain concluded that sales in the sector had risen by a rapid 15 per cent this year – much of it the result of “increasingly fashion-savvy Chinese customers”. On top of that, online sales for the luxury sector in China increased by 24 per cent this year, with accessories being the top category, followed by fashion and beauty. Thus, some 85 per cent of growth in the sector was due to millennials and Generation Z.

THE #LEGEND100 CHINA

Since our mission at #legend is to inspire change, it’s timely then that we’re now bringing a ranking of the top 100 Chinese influencers to the fore with our #legend100China list. No other country’s social media platforms are so varied and so fast-moving as those of the mainland. (Just ask the world’s global luxury and lifestyle brands, who are constantly playing catch up). Whereas for our previous lists of Asia and Hong Kong’s digital influencers, we used Instagram to measure reach and influence, this time we used Weibo and the help of data analytics company Social Power. 

METHODOLOGY

The #legend100China is comprised of individuals who influence fashion, beauty and lifestyle. It isn’t a listing of celebrities with large Instagram followings, but individuals who have built their influence primarily through online channels, rather than traditional media and entertainment. Data was collected from August 1 to October 31, 2017 and based on Weibo posts made only during that period. In assessing an influencer’s fan base, we looked at more than just the number of followers. We placed the emphasis on engagement, the quality of posts and the conversations the influencer has with his or her fans.

We also took into account each user’s content advocacy and brand advocacy, which then tells us how interested the influencer’s fan base is in interacting, commenting or sharing influencer content. Focusing on engagement also helped us to eliminate accounts that underperform or those with inflated follower counts that don’t translate into a commensurate level of resonance.

As this list is an ongoing exercise, tantamount to monitoring the stock market, we intend to update the rankings of the #legend100China on a quarterly basis. We therefore invite you to monitor the movements of our stock and the social media market’s performance at our digital platform, hashtaglegend.com.

THE TOP FIVE

1. Papi Jiang

@weibo/xiaopapi

Papi Jiang started blogging in late 2015. She’s known for her satirical videos that mock just about everything – from herself and relationships to films and social issues. Within just a few months, she rose to become one of China’s most popular online personas. Her relatable charm has won her more than 25 million followers on Weibo alone, and she has reportedly earned more than

3 billion yuan for her low-cost, down-to-earth videos. A modern star.  

2. Ming Xi

@weibo/ximingxi

Hailing from Shanghai, Ming Xi started modelling in 2009 and soon broke onto the digital and international stage during the spring 2011 show for Givenchy. She’s also been featured in advertising campaigns and runway shows for major brands including Chanel, Tom Ford, Salvatore Ferragamo, Kenzo, Jason Wu, Michael Kors, La Perla and Dior. Her most notable collaboration is with Victoria’s Secret, where at this year’s show in Shanghai, she took a tumble on the catwalk, which prompted an outpouring of support from her adoring fans.

3. Ikelili

@weibo/alsxe

Rose to popularity in 2016 shortly after posting numerous hilarious parody make-up tutorials. The 22-year-old vlogger gained six million followers in six months. The same year, he also sang the theme song to When Larry Met Mary, a Chinese romantic comedy, as well as being named one of the top digital influencers at the China Fashion We-Media Awards. Has leveraged his power into another acting role in Creature Treasured, a Chinese digital sci-fi series. 

4. Onlyanna

@weibo/1736315592

Luo Xiaoying, also known as Onlyanna, is a fashionista and entrepreneur with high digital savvy. She founded the Taobao store ASM (Anna It Is Amazing) in 2009 and has leveraged her brand to stratospheric levels. On November 11, 2017, ASM recorded more than one billion yuan in sales in a single day during the Double 11 Shopping Festival. 

5. Xing Xiaoyao

@weibo/xingxiaoyao

Xing Xiaoyao burst onto the digital scene and found fame after posting a series of make-up transformation videos in 2016. Witty, self-mocking and humble, Xing describes herself as having a “daily disposable face” and uses different make-up every day. Venturing into the music industry, she released her first single this summer, “Colour Me”, an upbeat jazzy English number.

THE LIST

[Data collected from August 1, 2017 to October 31, 2017]