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Fran Lu

The past month has been disastrous for some of China’s leading influencers, including the top-earning KOL Crazy Xiaoyangge, who boasts 100 million followers.
They have inadvertently tarnished their reputations by selling fake products or attacking strangers during live-streams, inciting online outrage and jeopardising their lucrative careers.
The Post examines these cases to illustrate how, to paraphrase a saying, a lifetime of effort to build a good reputation can be lost in a moment. For these influencers, it appears their downfalls stem from over-confidence, ruthlessness, and arrogance.
Crazy Xiaoyangge

Before becoming known as Crazy Xiaoyangge, Zhang Qingyang rose to fame with his “crazy” comic sales style. He was the first influencer to reach 100 million followers on Douyin in 2022, reportedly earning 3.21 billion yuan (US$450 million) last year.
In September, he sold mooncakes that he falsely claimed were from Hong Kong, when they were actually produced in southern China’s Guangdong province. As a result, his company, Three Sheep Group, faced a fine of 68.95 million yuan (US$9.6 million) from the government and was ordered to suspend operations.
Following this incident, Xiaoyangge lost nearly one million fans in just a week, according to Hangzhou-based data analytics company Huitun. Despite this setback, he still retains a fan base of over 120 million.
Dalan

With over 9.5 million followers before his Douyin account was banned, Dalan transitioned from a fitness coach to a financial influencer. He provided investment advice and profited from courses priced as high as 298,000 yuan (US$42,000) aimed at cultivating successful entrepreneurs.
During the stock market frenzy that followed Beijing’s announcement of stimulus measures on September 24, Dalan posted several videos recommending stocks and predicting market trends. However, when the market did not perform as expected, many followers reported financial losses due to his recommendations.
He was banned on October 11 for illegally offering stock advice without a licence.
Malatang

The 21-year-old Malatang transitioned from working at a hotpot restaurant to becoming a Douyin influencer with 1.8 million followers after being scouted by Shanghai-based Haishan Media.
On October 13, she live-streamed from Guangzhou Baiyun International Airport, secretly filming a couple who were making out. Additionally, she live-streamed the security checkpoint despite being warned against it. The airport later pointed out that filming security procedures is illegal.
Lawyer Zhao Liangshan from the Shanxi Hengda Law Firm noted that Malatang’s footage also infringed on the couple’s portrait and privacy rights.
The man filmed with his girlfriend, surnamed Li, stated that her actions had caused significant disruption in their lives and he reported the incident to the police. Despite Malatang’s attempts to apologise in a video, her account was subsequently deleted.
Xiaohuxing

On October 15, viewers were appalled by a Douyin KOL who harassed and assaulted a volunteer wearing a face mask, demanding she remove it and even attempting to pull it off during a live-stream at Shenzhen Bao’an International Airport.
As the footage circulated, sparking public outrage, local police announced the arrest of the 42-year-old man, surnamed Wang, who had been intoxicated during the incident. His account, @Xiaohuxing, was later banned by Douyin, where he had amassed 60,000 followers while promoting himself as a financial influencer and frequently criticising aviation workers.
Many applauded the decision to ban him.
“The KOLs should understand that they cannot do whatever they please for the sake of traffic,” commented one online observer.


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4 China KOLs ruin reputations by selling fake mooncakes, illegal stocks and committing assault

The Post examines four of China’s leading KOLs whose downfalls likely stem from over-confidence and arrogance. Photo: SCMP composite/Douyin/Baidu/Weibo

Before becoming known as Crazy Xiaoyangge, Zhang Qingyang, above, gained fame with his unique and “crazy” comic sales style. Photo: YouTube

Dalan, above, transitioned from a fitness coach to a financial influencer, offering investment advice and profiting from high-priced courses. Photo: China.com.cn

Malatang, above, was a hotpot restaurant worker before being scouted to transform into a Douyin influencer with 1.8 million followers. Photo: Douyin

Before being banned, Xiaohuxing, above, gained 60,000 followers as a financial influencer who often criticised aviation workers. Photo: Douyin

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The Post turns the spotlight on four people in China who worked their way out of poverty onto global rich lists. Photo: SCMP composite/Sohu/QQ.com

Zhang Yin worked her socks off to become the first richest woman in China. Photo: Picasa

Xu Lianjie began life as a peasant and now owns a company worth US$8.4 billion. Photo: The Paper

Zhang Junjie was orphaned at the age of 10 and still leads a frugal lifestyle despite his wealth. Photo: Weixin

Yu Donglai might be labelled “silly” but his bank account certainly is not. Photo: Weibo

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Hu, next to a cartoon image of himself, has built up a good reputation with customers. Photo: FZ Evening News

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Many support banning these KOLs, believing they cannot act however they please for traffic


Many support banning these KOLs, believing they cannot act however they please for traffic.


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4 China KOLs ruin reputations by selling fake mooncakes, illegal stocks and committing assault

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Many support banning these KOLs, believing they cannot act however they please for traffic

Many support banning these KOLs, believing they cannot act however they please for traffic