SHANGHAI (SCMP): An online influencer in China with three million followers who projects a filial piety persona has deleted her social media account in the wake of a pricing controversy.
The deletion came in the wake of a media report that she sold two bottles of face cream for 69.9 yuan (US$10) when its original price was 3,999 yuan (US$580).
As the influencer boasted the cosmetic product was imported from Australia, an investigative report by Lanjing News found that it was actually produced by an OEM factory in Guangdong province, southern China, at a cost of less than 20 yuan (US$3).
The woman, known as Duolan, who claims to be the president of a cosmetic company, attracted attention for achieving a sales revenue of 100 million yuan (US$14 million) in January by selling cosmetic products carrying the little-known brand name Yizilan.
Yizilan was ranked 21st among all facial care and make-up goods sold on all social media platforms, according to data analysing company Chanmama.
Of Duolan’s three million followers, women account for more than 80 per cent and 70 per cent of her fans are middle-aged or above citizens.
Besides selling via live-streaming and online shops, Duolan also directed her followers to an internet chat group to buy her products
The 47-year-old has been dubbed her fans’ “electric daughter” because her videos portray her as a female boss with a kind heart and a person who shows filial piety and helps vulnerable groups.
One example showed her helping a delivery rider who was punished by his company for being late at work after he helped an old man who collapsed on the road.
In another video, Duolan sided with an employee who was chided by her manager because she asked for long-term leave to take care of her sick mother.
This persona helped Duolan sell products. She also refers to her customers as “Godmothers”.
Her sales income from a live-streaming session on the evening of March 10 was estimated to be between 500,000 and 750,000 yuan (US$72,000 and US$110,000), topping the record for cosmetic and care products that day.
One of her signature products was Queen Face Cream. Duolan said her daughter brought it from Australia as a gift.
To “show filial piety” to her “Godmothers” on screen, Duolan said she had imported the cream from Australia and decided to sell it for just 69.9 yuan for two bottles despite its original price being 3,999 yuan per bottle.
While her mother tried to stop her, Duolan was filmed insisting on such a low price.
The act undoubtedly made many in her audiences place orders.
The report by Lanjing News, published on March 12, has captivated mainland social media. Duolan’s account can no longer be found on the platform.
It is not clear if she received any punishment from the police or other authorities.
The story sparked a debate online.
“Use your brain to think for several seconds and you will know they are fake. I do not understand why so many people trusted her,” said one online observer.
Another person said: “I think we should pay attention to why these aunties easily become the victim of her scam: they hunger for care from their children.” -- SOUTH CHINA MORNING POST
