ParkLU, a digital advertising platform that connects China’s internet celebrities (wǎnghóng 网红) and brands, recently released a list of rules that are currently being enforced on Weibo.

Based on insider sources, KOL surveys, and their own testing, the rules show the lengths both Sina and Alibaba are willing to go to protect their influencer/e-commerce ecosystem.

KOLs and other content creators are becoming increasingly important to online commerce with many influencers working directly with agencies to monetize their content. Indeed, learning from their previous experience with Weibo influencers, Sina has been very careful in controlling their live streaming ecosystem.

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John Artman

John Artman is the Editor in Chief for TechNode, the leading English information source for news and insight into China’s tech and startups, and co-host of the China Tech Talk podcast, a regular discussion...