Yang Mi, Lu Han, G-Dragon, and Fan Bing Bing Among Top Celebrities Driving Luxury Spending in China

[5201314]

A new Alibaba report ranks the influence and commercial value of hip Chinese celebrities who are named by many luxury brands as local ambassadors. 

 

 

Source: https://jingdaily.com/top-chinese-celebrities-driving-luxury-spending/

 

 

Guli Nazha is the new brand ambassador for Italian luxury brand Fendi. Photo: Fendi

 

 

 

It is common for luxury and fashion brands to enlist celebrity key opinion leaders (KOLs) to attract consumers. Celebrities wield enormous power in the fashion industry and exert massive influence upon their followers. Choosing the right KOL for a new marketing campaign can be the difference between success and failure.

 

International luxury brands are using these same strategies in China, but in partnership with local KOLs. From Michael Kors’ new brand ambassador Yang Mi, Louis Vuitton’s partnership with Lu Han and Fan Bingbing, to Burberry’s collaboration with Zhou Dongyu and Kris Wu, this practice is catching on quickly as the country’s luxury market continues to grow and flourish.

 

A new report released by Alibaba Research Institute confirms that the celebrity KOL strategy is highly effective in raising the brand awareness, engaging with the audience and boosting sales in China. Chinese consumers are found to be quite enthusiastic about buying the same items that are worn and used by celebrities they follow.

 

The findings suggest more than 400 million Chinese consumers searched specifically for celebrity-endorsed luxury and fashion items on the Taobao marketplace from July to September this year. To put that into perspective, each day more than 4.5 million people actively looked to purchase the same products that Chinese celebrities have worn and used.

 

Alibaba’s report also offers a ranking of current hip Chinese celebrities according to their commercial value. The top leading player is Chinese actress Yang Mi, who recently became Michael Kors’ brand ambassador. South Korean pop star G Dragon, who has frequently appeared at French fashion powerhouse Chanel’s events, comes in second. Louis Vuitton’s Lu Han and Fan Bingbing are ranked as third and fourth on the list, followed by Shawn Yue, Tommy Hilfiger’s Chinese brand ambassador, and Guli Nazha, Italian luxury label Fendi’s Chinese brand ambassador. Zhou Dongyu and Kris Wu, who both have collaborated with the British fashion brand Burberry, ranked respectively eighth and tenth on the list.

 

A closer look at the gender ratio of these celebrities’ followers finds that over 80 percent of them are female. The exception is Guli Nazha, whose fans are very well balanced between men and women. In terms of age range, most followers are between 18 to 30 years old, with a small percentage of them over 40.

 

The study also takes into the consideration of the spending ability of the above-listed celebrities’ followers. Though Yang Mi is the most commercially influential, the spending power of her fans ranks behind Zhou Dongyu, Liu Wen, and G Dragon. Followers of Zhou Dongyu have the highest purchasing power, as her fans are found to frequently buy high-value items such as fur and earrings.

 

 

 

I've translated the "commercial value" list from below

 

1. Yang Mi

2. G-Dragon

3. Lu Han

4. Fan Bing Bing

5. Shawn Yu Wenle

6. Guli Nazha

7. Dilireba

8. Zhou Dong Yu

9. Ma Yi Li

10. Wu Yi Fan

 

 

[Gosenshii]

#2 G-Dragon, the only non-chinese celebrity on the list   king of kpop 

[Only 1 U Need Connoisseur]

Tang Yan rly not on there...? Lol.. Dilraba is getting so popular and many endorsments right now. MY QUEEN. Yixing has very expensive endorsments too. It's just the ppl mentioned here are endorsing popular designer brands like Burberry and Michael Kors. 

[PromiscuousBunny]

#2 G-Dragon, the only non-chinese celebrity on the list   king of kpop

 

[likedatlikedis]

[LoveBB]

#2 G-Dragon, the only non-chinese celebrity on the list   king of kpop 

[권지용]

Quan Zhi Long the only Korean act on the list in the midst of hallyu still being banned in China.  

[tsukitsuki]

3. Lu Han

 

That's what my boy deserves.

[Anki_tao]

YUS BABY

[TessaigaM2]

My Dilraba rising through the ranks   G-Dragon doe 

[reynavictoria]

GD's influence..

[amanda22]

Quan Zhi Long the only Korean act on the list in the midst of hallyu still being banned in China.

[Santorski]

I'm so happy to see Yang Mi and Luhan there! My successful faves