Million Zhu, 20, a chat host in China, dances for her online fans. KOLs hired by Hifan in Guangzhou broadcast online in the company’s compartment offices. Photo: Nora Tam

‘Trust me, you need this’: how China’s live-streaming KOL stars are changing the face of business

  • Increasing numbers of key opinion leaders are fuelling online sales
  • Customers demanding more transparency are seeking personalities they can trust before they buy
Topic |   Internet

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Million Zhu, 20, a chat host in China, dances for her online fans. KOLs hired by Hifan in Guangzhou broadcast online in the company’s compartment offices. Photo: Nora Tam
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