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Not your average internet celebrity: China’s CEOs turn online influencers

China’s chief executives are increasingly fashioning themselves as online influencers, in a bid to boost sales as a slowing economy squeezes their companies’ bottom lines.

This phenomenon has gained prominence following the Covid-19 pandemic, analysts have said, in a reflection of the stiff competition and depressed demand that China’s businesses have to contend with today.

These CEO-influencers hold hours-long live streams, star in video clips and pen short notes on platforms such as Weibo, a microblogging site, and Douyin, China’s version of TikTok.

There, they tout their companies’ products, discuss industry developments and share light-hearted snippets of their lives, sometimes multiple times a day.

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