Ordinary superstars crowd the stage

New breed of internet celebrity takes Chinese social media by storm, presenting European brands with marketing opportunities

As online shopping and social media play an increasingly prominent part in consumption, the relatively new phenomenon of "Internet celebrity" has grown explosively across the Chinese mainland.

In China, internet celebrities are known as wang hong. Wang refers to the internet and hong is the Chinese word for the color red - in other words, they are red hot. These celebrities have become even better known and influential than mainstream media entertainment stars.

Before going any further, it is important to establish that these wang hong are not the same as the typical Western bloggers.

European businesses of various types need to research this phenomenon very closely and possibly adapt their media decisions, possibly switching from traditional celebrity endorsement to greater use of wang hong.

Wang hong followers come from all areas of China but appear to be most prevalent across second-and third-tier Chinese cities, the next major target for many Western brands.

An idea of the commercial impact the wang hong are having in China can be derived from the wealth the most famous ones have recently accrued. This is an extremely lucrative business, with one of China's best-known wang hong, Zhang Dayi, reportedly earning a whopping $46 million (42.3 million euros; ￡36 million) last year alone. According to Forbes business magazine, even leading Chinese actress Fan Bingbing could only manage to muster a meager $21 million over the same period.

But how do they generate such income, and how can European brands benefit from this new type of celebrity?

First of all, it is worth remembering the size of this market and, even with an aging population, the sheer number of younger Chinese consumers. At present there are well over 300 million Chinese consumers between the ages of 18 and 30, more than the adult population of the entire European Union. These are hedonistic consumers and have taken to social media apps like ducks to water.

They place great trust in social media and have established a strong emotional bond with it - and with their favorite wang hong in particular. Hence the financial success many now enjoy.

Once a huge fan/follower base has been established, they can generate vast amounts in income very quickly and in a variety of ways.

If we take Shanghai-based Ling Ling as an example, this very successful and commercially savvy 29-year-old has developed an appealing social media presence and attracted enormous numbers of fans. She has also redirected a great many of her fans to her online Taobao fashion store.

It is important for European companies to understand fully what is happening here. Ling Ling is seen as far more personable, even approachable, than established film and entertainment stars, who are considered distant and even arrogant by the younger consumer.

Simply "re-directing" fans to an online store is not the only source of wang hong income. There are obvious advertising opportunities for established brands. Being associated with these online celebrities could prove highly important for brand building and emotional bonding with a target market, especially younger Chinese females.

There are golden opportunities for product or brand placement. As wang hong dramatize their everyday life stories and events to the delight of followers, European brand producers should be approaching them with co-branding propositions. Opportunities range far beyond the obvious clothing and fashion accessories. Wang hong often give a picturesque portrayal of many lifestyle and leisure pursuits, from eccentric eating habits to travel adventures.

Of course, selecting the right wang hong brand partner is a key consideration and European businesses need to be aware of the importance of personal appearance. At the moment, the standard wang hong female seems to have a very narrow, pointy face with very big eyes, a pronounced chin, double eyelids, little jawline and the whitest of white porcelain complexions. In order to perfect this appearance, increasing numbers are having plastic surgery.

However, this will probably change - and maybe soon. This phenomenon will no doubt continue but with variations and with increasingly product-focused and knowledgeable wang hong.

European businesses need to appreciate the trust that younger Chinese consumers place in them and in social media generally. This is quite different in comparison with younger Western social media users.

European businesses also need to have their finger on the pulse of the latest live streaming apps in China. While Tencent's WeChat continues to dominate, new niche apps are also emerging rapidly. Kuaishou is a good example. China's rural inhabitants are making more and more use of this live streaming app and, therefore, establishing an excellent media vehicle for brand building with this target market.

Recent government initiatives, such as the plethora of new free trade zones across China, demonstrate the commitment to developing the whole of China. Rural communities could soon become attractive target markets for a range of European brands. Kuaishou could open up communication and promote brand attachment in these previously detached and distant rural communities.

Perhaps the nearest comparable phenomenon in the West is "slice of life" advertising, where deliberately ordinary people are chosen to promote products.

Wang hong have taken the Chinese mainland by storm. "Trust" and "down-to-earth" underpin their success, but these everyday, ordinary "celebrities" should not be underestimated.

Social media is very much the key to reaching out to and bonding with younger Chinese consumers. Mass media stars, typically from the worlds of entertainment, film and sport, should still play a very important part in brand association, but the balance of power may well be shifting toward the more personable, approachable and empathetic wang hong.

The author is a visiting professor at the University of International Business and Economics in Beijing and a senior lecturer at Southampton University. The views do not necessarily reflect those of China Daily.