Ep. 54: Influencers, KOLs, idols, and the future of China ecommerce


TechBuzz China is back from China! We are happy to say that the week of back-to-back meetings we had in our first-ever Investor Trip was a great success. We were able to visit a host of companies we’ve previously covered on the podcast, like Ximalaya, Xiaohongshu, Ruhan, Xiaomi, China Renaissance, Tiger Brokers, and more, as well as new ones such as Ctrip, Mogujie, Qutoutiao, and Bilibili, which we hope to talk about in more detail soon. Thank you to everyone who hosted us, and a special thanks to all of our listeners who came out for our happy hours!

Episode 54 of TechBuzz China is about the rise of the influencer and idol economies in China, which is a major trend that has created an entirely new ecosystem online. Indeed, one-third of China’s total retail sales are taking place online, and its ecommerce platforms are some of the most innovative and advanced in the world. Listen to learn about phenomena such as live-streaming ecommerce (直播电商), multi-channel networks (MCNs), the role of celebrities, and the lengths to which fans in China will go to in order to keep their idols on top. How are these factors influencing the way large Chinese internet companies operate?


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We are grateful for our ever-talented producers, Shaw Wan and Kaiser Kuo, and for our intern, Wang Menglu.