1. Thomas YE Si/gogoboi
Yi is undoubtedly one of the most influential luxury fashion bloggers in China, with more than 7 million followers on Weibo and over 100,000 views per WeChat article on average.
- Ye began as a junior fashion editor at Grazia China and has been curating his personal commentary and social media style for more than six years.
- Ye stands out because of his uniquely acerbic and snarky critiques on celebrities and their outfits
Ye has been commissioned by luxury brands like Louis Vuitton, Cartier, Dior, and Furla to promote their products and collections on his social media channels, and during 2015’s Paris Fashion Week Fall/Winter, Louis Vuitton gave Ye full access to the brand’s official Weibo account for him to tweet about the fashion event.
2. Li Beika/Becky’s Fantasy
Fang Yimin, now better known as “Li Beika/Becky” to many of her fans, has amassed more than 700k followers by mid 2016. The targeted audience of her WeChat public account is women of middle-to-upper income class, and the content Li shares on a daily basis is directly about where and how consumers should spend their money.
- Her blog features outfits and products whether it be from mainstream luxury brands to little-known independent labels.
- Li is a journalist-turned-fashion-blogger who used to cover politics and current affairs, in contrast to other fashion bloggers in China who either had training or work experience in the field.
- However, this has also been the main factor behind her blog’s uniqueness, with the seemingly unrelated experience equipping her with a sharpened ability to identify fashion trends, user preferences, and what writing styles attract the most views in the world of fashion, an ability that has earned her the nickname “My God”, in which “My” sounds similar to the Chinese word “Buy” (mai).
So far, Li has worked with brands like Gucci, Chanel, Jo Malone and many others. Her influence has also played a positive role for more obscure fashion brands in the past. For example, Li once recommended an Italian handbag brand which was known to few and that had only one store in Chongqing in southwest China. Soon after however, the brand saw sales growth skyrocket.
3. Tao Liang/Mr. Bags
Tao Liang, or Mr. Bags, is a blogger ranked third on the list of top 10 fashion bloggers in China in a recent Exane BNP Paribas report, who has acquired over 2.7 million followers on Weibo through writing about luxury bag trends. Mr Bags typically receives 100,000 views and more on his blogposts.
- Unlike many of the more popular fashion bloggers in China whose primary audiences are younger females, Mr. Bags has also catered to men’s fashion, working with brands like Strathberry to provide design consulting for men.
- Within the past year, he has been commissioned by many top tier fashion brands including Fendi, Stella McCartney, Gucci, Valentino and Louis Vuitton.
Luxury retailers are already taking note of his influence. Farfetch for instance, once created a “Mr. Bags’ Picks” page to boost sales.
4. Di Xi/Dipsy
Dipsy, whose Chinese name is Di Xi, is a fashion blogger with 4.7 million followers on Weibo and recipient of 2006’s “Best Fashion Commentary” by We-Media.
- Dipsy’s influence stems from — quite contrary to bloggers like Gogoboi — his fair, mild, and objective comments on celebrities’ fashion taste.
- A majority of his writing is commentary on the latest fashion shows of luxury brands like Versace, Givenchy, and Louis Vuitton.
5. Ji Liang
Ji Liang is a blogger with expertise in a wide array of roles, including writer, fashion critic, editor, radio DJ and even gaming commentator.
- Liang’s posts are a mix of professional comments on international fashion shows (such as Valentino Fall/Winter 2017 Men’s collection and Gucci Spring/Summer 2017 collections) and his personal opinions on the latest films, magazine cover pages, and even Chinese games.
- Among many other things, Liang has been well-known for the fashion and lifestyle website Only Lady (女人志) (which he was once the creative director for), or the book Messenger of Time Difference: A Love Letter to Mr. Z.
These along with his refreshing mixture of professionalism and personalism, in addition his gaming commentary, have been driving factors in his 2 million followers and counting.
6. Gao Bo/Fresh Boy
Gao Bo AKA “Fresh Boy”, is a blogger that first began as a fashion editor at NetEast, one of China’s largest portal sites. Similar to Li Beika, the years of work experience may be explanation for his penchant at being on top of all the latest trends and news in the fashion world.
- Gao primarily features items from mainstream luxury brands such as Versace, but occasionally introduces little-known brands like Sea New York to his half a million followers.
- He has also implemented a guide feature through his hashtag “Shopping Is A Stepping Stone For Mankind’s Evolution” to show users that want to get right into shopping, where to spend their money.
- Posts under the hashtag also provide useful tips for China-based fashion lovers to shop on overseas websites.
To e-business operators, posts like these make for a great opportunity to build brand awareness and boost up sales among the Chinese consumers.
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