Chinese internet celebrities, known as “Wang Hong(网 )”, are people who have become famous on Chinese social media and online communities and who have bilities to turn their internet traffic to real cash. This has given rise to the Internet celebrity economy which includes incubators and agents, support teams and platforms, online marketing strategies as well as product selling methods. The Wang Hong economy has two main business models: online retailing and social media advertising.

Chinese consumers are used to purchasing items directly from Taobao by clicking the Shopping bag icon on Weibo.