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Business trends

When China's top influencers speak, consumers listen

Powerful 'Wang Hong' have huge impact on product sales and market trends

Some 20,000 Chinese influencers with over 1 million followers wield huge clout in the country's e-commerce scene.

GUANGZHOU -- Li Ziqi knows how to make a show of something as mundane as cooking. In online videos that feature an idyllic countryside, she delicately picks red peppers and listlessly dices them with a Chinese kitchen knife.

She is one of the most popular of China's more than 20,000 Wang Hong, internet celebrities that create trends and push products to Chinese consumers.

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