Yang Mi is top-ranked in influencing fashion
BEIJING: If you notice most of the fashionable women in China dressed up like actress Yang Mi, don’t be surprised. When it comes to high street fashion, she is the top online influencer in China.
The other top high street fashion influencers are Fan Bingbing, Kris Wu, Edison Chen and model Liu Wen.
The 2017 Bomoda China Key Opinion Leader Index: Understanding Celebrity Influence, examined 400 Chinese celebrities active on a wide range of social media platforms in the first half of 2017.
“Ideally,” Bomoda CEO Brian Buchwald said in a phone interview, “a brand wants a celebrity who will have the positive effect of bringing their own direct audience with the added value of of being highly photographed and picked up by third-party accounts.”
In examining over 51 million Weibo posts, 2.3 billion related reposts and comments and over 2.4 million WeChat articles, Bomoda made an attempt to figure this out.
According to the analysis, actress Yang Mi rose to the top of several lists including that of High Street Fashion, Luxury Fashion, and the Cosmopolitan/ Fashionable Image. Her success is guided, in part, by her ability to promote brands in her private as well as public life. As the brand ambassador for Michael Kors, she’s been seen in the
Yang Mi was a successful case, because she’s devoted to the brand both as part of her on-screen and off-screen life.
brand’s clothing at glamorous events such as the Met Gala and film premieres, while also sporting the brands’ looks at the airport.
“Yang Mi was a successful case,” said Buchwald, “because she’s devoted to the brand both as part of her on- screen and off- screen life.” He said she brings a “compound effect” to the brand meaning that she communicates to her audience on her social media channels, but is also picked up by media, with significant viral value.
Brian Buchwald, Bomoda CEO