China leads global net revolution

Song Xiaoxue: Livestreaming idol

Song Xiaoxue is ready for her close-up. Hair: curled. Face: powdered. Any minute now, she will be live on camera, raking in cash.

Sitting in front of a dressing table that held more than 10 different cosmetics, Song described her feelings about them and assessed their skin-lightening or moisturizing qualities.

When she cracked a joke or provided dating advice, fans sent her "virtual gifts", which can be redeemed for money.

This is big business online, and people spend tens of thousands of yuan to reward their favorite online celebrities.

Keeping her fans happy is Song's main aim. The happier they are, the more likely they are to send her gifts, share her livestream with others and boost her popularity.

She started to gain popularity online in 2016 when she took part in a beauty and makeup livestream on Sina Weibo, trying dozens of facial cleansers and classifying them for different skin types. The stream quickly went viral, receiving more than 20,000 likes and comments. Since then, she has produced a meticulously prepared livestream every week, and has attracted more than 1 million followers.

"Not everyone can pull this off. I often spend hours or even days practicing for a half-hour livestream. My followers make comments like, 'This is so cool. How do you do that?'" she said.

The real value is that she forms real emotional connections with her followers, who think of her almost as a friend, rather than an idol. "Connection" is the word she uses to describe the relationship.

"I wanted to make girls who don't conform to traditional Chinese ideas of beauty feel pretty," said Song, who often discusses personal issues with her fans, such as boyfriend problems or exams.

Many brands have offered big money to access Song's influence on her followers, but when she began accepting money from sponsors she faced the tricky balancing act of pleasing her corporate partners without losing her integrity in the eyes of her fans.

"I need to be true and genuine to them. I'm very concerned about my followers, and in some ways the brands come second," she said.

In high school, Song was a huge fan of skateboards and fixed-gear bikes, and with her short hair, school uniform and no makeup, she was a real tomboy.

"I never thought that one day I would influence many girls. I feel so lucky to be an online celebrity," she said.