New celebrities: the star shoppers

Somehow the advent of celebrity shoppers does not make me feel better about the world we live in 😉 Consuming is what makes the economy go, but there is something really disturbing when it becomes a full time job!

As of May 2010, Taobao.com boasted 2,418,069 shops, 13,431 malls and was adding about 30,000 shops per month. That’s enough to make it the world’s largest online retailer. […]

Chinese consumers find their way around Taobao based on a combination of instinct, research and trust, facilitated by Taobao’s wangwang (旺旺) messaging service. But it’s not as simple as checking a vendor’s “HEART” rating. There are certain key users–Taobao royalty–who’ve become genuine powerbrokers in this multi-billion dollar community by obsessively buying stuff, documenting every purchase and recommending their favorite shops.

The Wasabi Twins got their start a few years ago with a blog before graduating onto Taobao. It wasn’t long before they’d risen through the daren ranks and now they rule over Taobao’s Celebrity Shopper Street (名人导购街), boasting 5,763 followers and a million fans. They were featured on the cover of a Vogue (China) fashion supplement in July 2010 under the header “From Taobao Girls to ‘It’ Girls.” In November a Korean fashion house flew them over, took them shopping and photo-documented every stop along with way.

Link (via Bruce Sterling)

I am an entrepreneur and researcher passionate about understanding the social implications of digital technologies.
1 comment
  1. […] Laurent Haug’s blog » Blog Archive » New celebrities: the star shoppers laurenthaug.com/blog/2011/01/18/new-celebrities-the-star-shoppers/ – view page – cached Somehow the advent of celebrity shoppers does not make me feel better about the world we live in 😉 Consuming is what makes the economy go, but there is something really disturbing when it becomes a full time job! […]

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