The key opinion leaders referred to as KOL are gaining unswerving fans and lovers due to the fact they’re relatable and amiable. As everyday humans living everyday lives, the audience can relate to most of the people of wanghong personalities in a much higher manner than they would with well-known stars. Followers frequently consider the influencers’ pointers without reservation.
If you are following a number of wanghong on Chinese social media, finally, you’ll find the majority of them will begin to “cash in” on their effect with the aid of promoting merchandise to lovers, either creating unique manufacturers of their areas of understanding or reselling products from different manufacturers.
Beauty influencer @Gracebabi, as an instance, started out her emblem with make-up sponges, then the successful commercial enterprise expanded to provide make-up brushes, eyebrow pencils, make-up remover wipes and extra.
But for food bloggers who specialize in growing recipes or reviewing eating places, growing a logo need to be a prudent decision, as they must be liable for the health of the those who buy and consume their merchandise.
Several tremendous meals influencers have launched authentic brands, promoting snacks, condiments, instant food and more.
Age Chibaole) is one of the early meals influencers to have released a full-scale business. Now a meals overview and e-commerce platform, Agia Chibaole began as a personal meals blog through Wen Jia, a former journalist who has become famous together with her eating place critiques and snack suggestions on WeChat and Weibo.
The first product Wen advanced was a Chinese pecan snack. Its massive achievement encouraged Wen to quit and attention on her WeChat subscription account and new snack emblem. The account added group management in 2016, and 3 years later, its products are offered no longer most effective on foremost e-commerce systems, but also in retail channels like metropolis’awesome and Hema Fresh.
The brand’s merchandise are greater high-priced than the market common, for better excellent and smarter advertising.
Rishiji (@日食记), which interprets as a daily meals diary, is a cooking blogger with 17 million fans on Weibo. The account stocks superbly shot and edited recipes with storytelling, and maximum are easy to observe.
With thousands and thousands of followers, Rishiji started to sell meals objects on its flagship Tmall store, ranging from chili sauces, noodles and snacks to coffee.
The merchandise characteristic inventive designs and chic packaging, catering to the choice of the brand’s young urban target market. The medium-priced food objects sell thoroughly: The No. 1 object in the shop is a scallion oil sauce at 19.Nine yuan (US$2.Eight) for 6 bags of 20 grams each to serve with noodles as a dressing, and extra than a hundred,000 have been sold.
Li Ziqi, a food blogger and Internet celeb from a rural village in Mianyang, Sichuan Province, has more than sixteen million fans on Weibo. She spent years making motion pictures about traditional Chinese lifestyles starting from cooking to handicrafts. Some of her top movies won greater than one hundred,000 reposts, including making a clay oven to bake bread and crafting the Four Treasures of the Study (brush, ink stick, paper and inkstone) from scratch.
For a long term, human beings questioned how she should make money with content that contained no promotional cloth. By the seems of it, she wasn’t doing it for the cash, however to unfold the way of life, culture and Chinese cuisine.
Then in August closing year, Li announced her own brand and flagship store on Tmall, and the primary products she developed covered honey, lamb stew and herbal tea.
On the primary day, the Tmall keep had seven hundred,000 fans and tens of lots of merchandise were sold, normally bought via the loyal enthusiasts she received over the years.
The rate of her products is high: A 248-gram jar of honey is 89.7 yuan, a 220-gram bottle of highly spiced beef chili sauce is 34.Five yuan, and the on the spot lamb stew (360 grams), which has been discontinued, became offered for sixty seven.7 yuan on the time of launch.
As her enterprise took off, Li additionally collaborated with Palace Museum Food to create a chili sauce (59.7 yuan for two 2 hundred-gram jars), which is offered in Palace Museum Food’s Tmall shop.
Wang Gang, a expert chef who stocks recipes in textbook style, abruptly became a wanghong ultimate 12 months. Amid the big range of food bloggers who are supplying an exceptional and sublime way of life, Wang’s humble but green cooking movies have been like a breath of sparkling air. His motion pictures always begin with him preserving the principle factor, even if they may be alive (which brought on a few controversy). Wang has 2.2 million followers on Weibo.
Wang opened a Taobao keep rapidly after he have become an Internet celeb, selling snacks and condiments. The highly spiced pork tallow hotpot broth base is a number of the most famous items, priced at 39.9 yuan for 500 grams.
Internet celebrities are inside the commercial enterprise of cashing in on the presence they constructed through the years, but high perspectives cannot assure the satisfactory of the goods they promote. Do the captivating wanghong products marketed and bought through Internet celebrities honestly deserve consider?
The Li Ziqi emblem obtained polarized evaluations. On one hand, her lovers were very glad and gave rave evaluations earlier than even trying the products, at the same time as a few people taken into consideration the pricing to be unreasonable for the quality the brand added.
The beef sauce, as an example, received in general fantastic reviews, however numerous customers encountered issues such as the sauces were moldy or there has been an excessive amount of oil and no longer enough beef inside the jar.
Rishiji additionally acquired reviews claiming that merchandise expired or were too near the expiration date.
It ought to be cited that in an effort to sell food products, manufacturers must gather all important certifications and e-trade platforms are accountable for checking and vetting them.
Some systems are going too speedy with the very rewarding have an effect on-to-coins commercial enterprise model, and oversight tends to take place whilst they’re eyeing the profits. Short-video platform Douyin, additionally called Tik Tok, became concerned in a food scandal that received wide attention on-line.
On May 27, a user surnamed Dong posted a story on her WeChat subscription account detailing her irritating shopping enjoy on Tik Tok.
After a promotional video of a humble, sincere lady selling palm-sized roasted shrimp snack seemed in her Tik Tok feed numerous times, Dong subsequently bought a bag of the apparently delicious shrimp that were claimed to be “salt-free and suitable for pregnant girls and children.” The shrimp retailed for 198 yuan in step with 250 grams and there was a four-yuan coupon.
Dong filled out the delivery information however the web page didn’t ask for price. Instead, it sent a message that stated the product might be shipped in 24 hours, coins on shipping. When Dong eventually acquired it, the shrimps had a stinky fishy scent and had been nowhere close to the best proven within the video.
The label on the bag of shrimps had no production information however certainly contact info of the sales employer, a date of production, shelf life and a word to store the product at 0 levels Celsius — the product have been transported at a everyday temperature without ice packs.
When Dong lower back to the order facts web page to find approaches to go back the product and get a refund, to her marvel, there has been no order listed. She additionally couldn’t attain the page of the product via the hyperlink inside the textual content message.
The order came via on a platform known as fxg.Jinritemai, although the website online claims that meals dealers should have a food production license and flow allow if you want to promote products, the agency that sold the shrimps provided not anything but a commercial enterprise license.
In two days, Dong’s story went viral and received extra than a hundred,000 views. When the e-commerce platform reached her to confirm statistics, it become already 8 days since the seller had declined a request for a reimbursement.
According to Dong’s 2d post updating the shrimp case, the platform informed her that the shrimp supplier changed into close down permanently and they would pay triple the quantity she spent as reimbursement (despite the law requiring 10 times in instances of food safety) and they was hoping she could delete the post. Dong refused.
By exposing the problems to most of the people, Dong gave a wakeup call to structures which have now began to review providers’ credentials and certifications extra intently.