#legend100: China’s Top 100 Social Media Stars

Who are the mainland’s fashion, beauty and lifestyle trendsetters? Meet the influencers and KOLs shaping the culture in  #legend’s groundbreaking collaboration with Social Power.

THE PEOPLE WHO REALLY INFLUENCE CHINA

Last month, a report on the global luxury lifestyle market by consultancy Bain concluded that sales in the sector had risen by a rapid 15 per cent this year – much of it the result of “increasingly fashion-savvy Chinese customers”. On top of that, online sales for the luxury sector in China increased by 24 per cent this year, with accessories being the top category, followed by fashion and beauty. Thus, some 85 per cent of growth in the sector was due to millennials and Generation Z.

THE #LEGEND100 CHINA

Since our mission at #legend is to inspire change, it’s timely then that we’re now bringing a ranking of the top 100 Chinese influencers to the fore with our #legend100China list. No other country’s social media platforms are so varied and so fast-moving as those of the mainland. (Just ask the world’s global luxury and lifestyle brands, who are constantly playing catch up). Whereas for our previous lists of Asia and Hong Kong’s digital influencers, we used Instagram to measure reach and influence, this time we used Weibo and the help of data analytics company Social Power. 

METHODOLOGY

The #legend100China is comprised of individuals who influence fashion, beauty and lifestyle. It isn’t a listing of celebrities with large Instagram followings, but individuals who have built their influence primarily through online channels, rather than traditional media and entertainment. Data was collected from August 1 to October 31, 2017 and based on Weibo posts made only during that period. In assessing an influencer’s fan base, we looked at more than just the number of followers. We placed the emphasis on engagement, the quality of posts and the conversations the influencer has with his or her fans.

We also took into account each user’s content advocacy and brand advocacy, which then tells us how interested the influencer’s fan base is in interacting, commenting or sharing influencer content. Focusing on engagement also helped us to eliminate accounts that underperform or those with inflated follower counts that don’t translate into a commensurate level of resonance.

As this list is an ongoing exercise, tantamount to monitoring the stock market, we intend to update the rankings of the #legend100China on a quarterly basis. We therefore invite you to monitor the movements of our stock and the social media market’s performance at our digital platform, hashtaglegend.com.

THE TOP FIVE

1. Papi Jiang

@weibo/xiaopapi

Papi Jiang started blogging in late 2015. She’s known for her satirical videos that mock just about everything – from herself and relationships to films and social issues. Within just a few months, she rose to become one of China’s most popular online personas. Her relatable charm has won her more than 25 million followers on Weibo alone, and she has reportedly earned more than

3 billion yuan for her low-cost, down-to-earth videos. A modern star.  

2. Ming Xi

@weibo/ximingxi

Hailing from Shanghai, Ming Xi started modelling in 2009 and soon broke onto the digital and international stage during the spring 2011 show for Givenchy. She’s also been featured in advertising campaigns and runway shows for major brands including Chanel, Tom Ford, Salvatore Ferragamo, Kenzo, Jason Wu, Michael Kors, La Perla and Dior. Her most notable collaboration is with Victoria’s Secret, where at this year’s show in Shanghai, she took a tumble on the catwalk, which prompted an outpouring of support from her adoring fans.

3. Ikelili

@weibo/alsxe

Rose to popularity in 2016 shortly after posting numerous hilarious parody make-up tutorials. The 22-year-old vlogger gained six million followers in six months. The same year, he also sang the theme song to When Larry Met Mary, a Chinese romantic comedy, as well as being named one of the top digital influencers at the China Fashion We-Media Awards. Has leveraged his power into another acting role in Creature Treasured, a Chinese digital sci-fi series. 

4. Onlyanna

@weibo/1736315592

Luo Xiaoying, also known as Onlyanna, is a fashionista and entrepreneur with high digital savvy. She founded the Taobao store ASM (Anna It Is Amazing) in 2009 and has leveraged her brand to stratospheric levels. On November 11, 2017, ASM recorded more than one billion yuan in sales in a single day during the Double 11 Shopping Festival. 

5. Xing Xiaoyao

@weibo/xingxiaoyao

Xing Xiaoyao burst onto the digital scene and found fame after posting a series of make-up transformation videos in 2016. Witty, self-mocking and humble, Xing describes herself as having a “daily disposable face” and uses different make-up every day. Venturing into the music industry, she released her first single this summer, “Colour Me”, an upbeat jazzy English number.

THE LIST

[Data collected from August 1, 2017 to October 31, 2017]

Name Weibo name Engagement Followers Posts  Interaction (total) Interaction (average) 1. Papi Jiang papi酱 0.004578225 25,629,230 54 6,336,165 117,336.3889 2. Ming Xi Ming奚梦瑶 0.010160176 5,189,213 38 2,003,486 52,723.31579 3. Ikelili 艾克里里 0.0056758 9,072,232 29 1,493,273 51,492.17241 4. Onlyanna Onlyanna 0.016017906 1,990,872 120 3,826,752 31,889.6 5. Xing Xiaoyao 邢晓瑶 0.006608221 4,487,929 106 3,143,666 29,657.22642 6. AdamEve 洛凡AdamEve 0.006147733 4,246,181 31 809,236 26,104.3871 7. Yvonne Ching 程晓玥YvonneChing 0.009423307 2,385,943 38 854,372 22,483.47368 8. Sunny 林珊珊_Sunny 0.004183801 5,266,633 90 1,983,109 22,034.54444 9. Hanan Ran 韩安冉o3o 0.006244805 2,937,536 62 1,137,349 18,344.33871 10. David Woo 吳댕偉DvWooooo 0.002622256 6,936,136 144 2,619,119 18,188.32639 11. Qiu Qiu 仇仇-qiuqiu 0.010683582 1,471,779 31 487,440 15,723.87097 12. Chonny 虫虫Chonny 0.004329191 2,687,224 99 1,151,717 11,633.50505 13. Teng Yujia 矣黛솅Amiu 0.003253206 3,310,158 91 979,945 10,768.62637 14. Eve 张大奕eve 0.001904894 5,638,257 145 1,557,341 10,740.28276 15. Vcruan 阿希哥VCRUAN 0.003452742 3,084,662 122 1,299,366 10,650.54098 16. Cherie 雪梨Cherie 0.00236112 4,455,374 125 1,314,959 10,519.672 17. Wo Can Ayi 卧蚕阿姨 0.003500918 2,892,188 64 648,020 10,125.3125 18. Grace Chow 鷺爛행 0.002777336 3,474,280 144 1,389,491 9,649.243056 19. Hong He Biji 红鹤笔记 0.003727191 2,417,424 45 405,459 9,010.2 20. Bian Xiaozao 妖精边儿 0.005734721 1,163,083 69 460,227 6,669.956522 21. Mr Gif 颜值 0.003263292 2,000,226 109 711,478 6,527.321101 22. ShenYe Fachi 深夜徐老师 0.004200764 1,515,642 124 789,490 6,366.854839 23. Perry 小P老师 0.000176896 35,975,539 152 967,317 6,363.927632 24. Strawberry Waves 浪里小草莓 0.003003229 2,023,443 88 534,764 6,076.863636 25. Han Huo Huo 韩火火 0.000748134 7,689,525 102 586,785 5,752.794118

Name Weibo name Engagement Followers Posts Interaction (total) Interaction (average) 26. Xiao Zhu Jie Jie zz 小猪姐姐zz 0.003649677 1,547,831 109 615,750 5,649.082569 27. Thomas Ye (aka Gogoboi) gogoboi 0.000751642 7,337,043 106 584,572 5,514.830189 28. Shanzi 扇子NO_FAN_NO_FUN 0.002796197 1,828,951 130 664,834 5,114.107692 29. Dipsy Dipsy迪西 0.000933685 5,137,928 136 652,420 4,797.205882 30. Zi Tong 梓瞳 0.001835515 2,543,806 57 266,144 4,669.192982 31. Nai Cha Mao 奶茶猫 0.00307448 1,459,722 44 197,467 4,487.886364 32. Chen Man 陈漫ChenMan 0.00075785 5,742,242 103 448,231 4,351.757282 33. Wan Wan Lei 晚晚_ 0.002448402 1,743,300 60 256,098 4,268.3 34. Benny Benny董子初 0.003746971 1,107,566 169 701,353 4,150.017751 35. Tiao Kuan Shi 挑款师 0.000627334 6,591,728 160 661,634 4,135.2125 36. Xuanr xuanr78 0.002622719 1,568,830 5 20,573 4,114.6 37. Yan Si Shi (aka Fil) Fil小白 0.001837434 2,199,390 60 242,474 4,041.233333 38. Liensa Liensa小乖乖 0.003010889 1,295,826 68 265,308 3,901.588235 39. Zuo An Xiao 左岸潇 0.001086533 3,541,876 164 631,132 3,848.365854 40. Quan Qiu Shi Shang Shi Xian 全球时尚视线 0.001149153 3,258,833 79 295,847 3,744.898734 41. kss486 kss486 0.003169681 1,150,886 34 124,030 3,647.941176 42. Chrison Chrison克里森 0.000829824 4,337,892 173 622,746 3,599.687861 43. Makiyo 美伢姐姐Makiyo 0.003324096 1,023,737 68 231,404 3,403 44. Janice Janice简妮 0.00114179 2,795,598 74 236,207 3,191.986486 45. MK 化妆师MK 0.002519428 1,262,498 150 477,116 3,180.773333 46. Niko 王岳鹏Niko 0.001854087 1,693,721 121 379,977 3,140.305785 47. Lin Dai Tong 刘玳彤 0.002153853 1,441,741 84 260,845 3,105.297619 48. Qin Qin Xin Xin 亲亲新新-陈大奔儿 0.002770868 1,101,460 76 231,952 3,052 49. Ya Li Jiang Ya Ya Ya 鸭梨酱啊啊啊 0.00283632 1,058,139 163 489,199 3,001.220859 50. Xiao Wan 刘小宛 0.001543261 1,942,754 91 272,834 2,998.175824

Name Weibo name Engagement Followers Posts Interaction (total) Interaction (average) 51. Imimika Imimika艾米可 0.001437051 2,000,538 72 206,991 2,874.875 52. Xin Yuan 就是张辛苑 0.000787671 3,423,237 96 258,853 2,696.385417 53. Zoe 赖赖是Zoe 0.002885971 917,557 162 428,983 2,648.04321 54. Patty 周若雪Patty 0.001593266 1,585,632 135 341,055 2,526.333333 55. MM 玫瑰MM 0.002209939 1,112,833 58 142,639 2,459.293103 56. Missjennyjenny missjennyjenny 0.002080301 1,164,045 55 133,186 2,421.563636 57. Urruolan 手边巴黎urruolan 0.001599042 1,476,313 166 391,874 2,360.686747 58. Liu Xiaoyu 柳小御 0.000954522 2,415,490 36 83,003 2,305.638889 59. Bo Ke Bi  波克比_ 0.002070984 1,078,820 96 214,485 2,234.21875 60. Peter Xu 徐峰立 0.000510627 4,356,184 166 369,248 2,224.385542 61. Raki 酸梨raki 0.001427978 1,553,061 129 286,088 2,217.736434 62. Shi Shang Nu Wang 时尚女王 0.000429995 5,013,414 121 260,845 2,155.743802 63. Kiki 黎洛KIKI 0.001828137 1,162,255 46 97,739 2,124.76087 64. Soso 周松SOSO 0.001943242 1,090,176 21 44,488 2,118.47619 65. Lin Lin张林超 0.000483183 4,377,784 96 203,066 2,115.270833 66. A Hua Hua Jiang 阿花花酱 0.000806806 2,575,733 69 143,390 2,078.115942 67. Yukiki 妙琳Yukiki 0.001105931 1,852,948 129 264,351 2,049.232558 68. Kira 吉良先生 0.000871036 2,260,666 174 342,627 1,969.12069 69. Avivi 冯娃娃Avivi 0.00173012 1,069,854 41 75,890 1,850.97561 70. Dannie 王丹妮 0.001676885 1,057,345 88 156,028 1,773.045455 71. Zhou Xiao Chen Kiki 周小晨kiki 0.001488373 1,180,189 82 144,038 1,756.560976 72. Vivian Xu vivianxu1105 0.001191259 1,457,935 99 171,941 1,736.777778 73. Lulu LU一丝 0.001331803 1,291,123 113 194,306 1,719.522124 74. Senlyevol Senlyevol 0.001613743 1,050,196 71 120,327 1,694.746479 75. Si Fu Jie Pai 私服街拍 0.000543735 2,857,176 126 195,747 1,553.547619

Name Weibo name Engagement Followers Posts Interaction (total) Interaction (average) 76. Emma 唐艺然Emma 0.002317049 665,590 44 67,857 1,542.204545 77. Cecilia C宝CC 0.001480044 1,023,813 59 89,402 1,515.288136 78. Yurina Shan 优里娜 0.001318146 1,127,978 131 194,776 1,486.839695 79. Zhao Qiuchen 赵秋晨 0.001189662 1,248,739 52 77,250 1,485.576923 80. Boy Nam 江南BoyNam 0.000816126 1,653,306 163 219,937 1,349.306748 81. Yuri Yuri轻松熊控 0.001010032 1,264,540 31 39,594 1,277.225806 82. Kevin Kevin凯文老师 0.002818905 54,944,061 149 186,811 1,253.765101 83. Niuer 牛尔 0.000438205 27,719,289 144 174,911 1,214.659722 84. Anny Fan Anny__Fan 0.000429778 2,780,151 137 163,694 1,194.846715 85. Li Na Ya Tou 莉娜丫头 0.001096982 1,079,502 67 79,341 1,184.19403 86. Leaf Greener 叶子LeafGreener 0.003965443 279,540 8 8,868 1,108.5 87. Nicole 神算卜子妮可儿 0.004827107 222,131 96 102,936 1,072.25 88. Ava Foo AvaFoo 0.001039669 988,186 171 175,683 1,027.385965 89. Crystal 穆熙妍Crystal 0.00036227 2,569,305 96 89,355 930.78125 90. Mr Bags Bags包先生 0.000293497 3,161,289 336 311,751 927.8303571 91. Hua Zhuang Bu Qiu Ren 化妆不求人 0.001045653 867,555 124 112,488 907.1612903 92. Ivy 吕颖lvy 0.000736352 1,073,193 105 82,976 790.247619 93. Xi You Mi 夕又米 0.000190802 2,296,180 61 26,725 438.1147541 94. Ritar993 热门欧美妆视频分享最新资讯 0.003307801 108,838 138 49,682 360.0144928 95. Ai Wei Daily 艾薇Daily 0.000550342 633,640 121 42,195 348.7190083 96. Twice-Chic Twice-Chic 0.000766995 444,092 159 54,158 340.6163522 97. Chen Xue 냈汽v꺽 0.000336676 960,790 162 52,403 323.4753086 98. Hua Zhuang Ting Jian Dan Yo  化妆挺简单Yo 0.00021298 1,304,442 89 24,726 277.8202247 99. Mei Rong Hu Fu Show 美容护肤show 0.000242572 1,120,810 57 15,497 271.877193 100. Anna 时尚编辑Anna 0.008141755 3,307,604 128 34,470 269.296875