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Reuters Published December 16, 2024 Reading time
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Since Tera Feng started documenting her enviable Shanghai lifestyle, including visits to art galleries and fashion events on Chinese social media eight years ago, she has built up a following of more than 500,000 people.
While that is a drop in the vast ocean of China's consumer market, Feng and brands she works with have found her audience - mainly financially independent urban Chinese women - is willing to spend.
A recent switch to livestream selling on social media platform Xiaohongshu three months ago has seen Feng sell everything from a CHY15,000 ($2,060) Carven suit to her favorite brand of rice that costs CHY60 for a 1 kg bag.
