[2] Chinese wanghong celebrities attract the attention of internet users, which can translate into profit through e-commerce and online advertising.
[3] Wanghong celebrities use social media platforms to sell their self-branded products to their followers via Chinese customer-to-customer (C2C) websites such as Taobao.
These celebrities promote their products by posting pictures or videos of themselves wearing their merchandise or giving makeup or fashion tips.
[4] Chinese e-commerce internet celebrities serve as key opinion leaders (KOLs) (known in English as "influencers") in online retail.
New forms of consumption disentangle themselves little by little from rigid social stratification and end up being governed by fashion trends and experts who provide good taste and chic outfits.
[6] Zhang Dayi (张大奕) is one of China's best-known wanghong according to BBC News, with 4.9 million followers on Sina Weibo as of 2016.
For example, in 2016, Baicaowei (百草味), a snack company, increased sales fivefold during the 618 shopping festival compared with the previous year after working with a famous wanghong called Shenman (沈曼)[13] who is from YY, one of the largest livestreaming platforms in China.
Internet celebrities have talents and skills involving beauty, fashion, food, life, humor, education, and music.
[21] For social network websites like Facebook, Twitter, Instagram and Weibo, an internet celebrity can cooperate with the site to push their content to their target audience.
Video websites like YouTube and electronic business platforms like Taobao are also important ways to market internet celebrities.
The advertising revenue from video websites and sales from an online shop are the primary ways Internet celebrities make money.
[citation needed] A report from the China Internet Network Information Center showed that in 2015, Chinese people spent 3.75 hours online daily.
The rapid uptake of smart devices in China is critical because it created a foundation for developing the digital consumer market.
[23] According to a 2015 study of internet users The Post-90s people of China depend on smartphones, appreciate a diversity of tastes, rely highly on social media, and are keen online shoppers.
They pursue youthful fashion, are self-centered, are rational consumers, desire novelty, thirst for knowledge, try to outdo others, and are impatient.
Through videos on makeup and fashion and by giving tips and advice, wanghong play an essential role in the purchasing process and act more like a trustworthy authority.
Average GDP per capita rose at over 9.8% annually for 30 consecutive years, enabling China to become the second largest economy in the world in 2010.
[28] Wanghong online shops have low prices and fashion styles that appeal to Chinese consumer psychology and mass consumption.
[32][33] These characteristics contribute to the development of opinion leaders who have a significant number of followers (like internet celebrities) and who may influence a brand.
For example, using recycled envelopes may symbolize care for the environment, attending classical concerts may convey fine taste, supporting LGBT rights may signify open-mindedness, and so on.
[35] On social media, wanghong create tags of "fashion/chic/individuality/entertainment/beautiful" as a personal identification system, coding them in various literal text, audio, or video ways.
[citation needed] To attract followers' attention, some wanghong use what is considered by some to be vulgar, wealth-obsessed, or sexually violent content.
Consumers are shifting "from products to services and from mass to premium segments", and more and more of them are starting to "seek a more balanced lifestyle where experiences take priority.
"[39] Wanghong are also transforming from the role of salesmen to that of a substitute user, providing their direct, authentic experience of products to their followers.