Caixin
Apr 22, 2016 05:23 PM

Net Celebrity Papi Jiang Sells Ad Slot in Videos for 22 Mln Yuan

(Beijing) – A drama school student who has become an Internet sensation has pocketed 22 million yuan by auctioning off an advertising slot in the homemade videos she puts online.

Jiang Yilei, a Central Academy of Drama postgraduate student better known as Papi Jiang, sold the ad space in the videos she posts every Monday in an auction run by Ali Auction on April 21.

Ali Auction is affiliated with the e-commerce giant Alibaba Group Holding Ltd.

The ad slot was bought by Lily & Beauty, an e-commerce firm in Shanghai specializing in sales of beauty products. The deal also calls for Jiang to endorse the company on her other social media accounts.

Papi Jiang shot to online fame in October by posting short videos apparently made in her somewhat untidy living room. The videos show Jiang, 29, playing characters such as rich Shanghai housewives and making satirical comments on relationships, rivalry between women, weight loss and peer pressure.

In many of her clips, she plays fiery young career women frustrated by pressure from peers and parents to marry and have a baby.

She has released more than 40 clips on streaming websites and social media platforms such as Sina Weibo, a microblogging service modeled on Twitter. The videos have been viewed millions of times, and one survey found that three-fifths of her followers are young urbanite women.

Jiang had nearly 12 million followers on her Sina Weibo account as of April 22. She has also carved out huge followings on other social media sites.

Papi Jiang was ranked second on a list of top online celebrities last year that was published by the China Internet Weekly news website in early March. The top spot went to Wang Sicong, the son of Wang Jianlin, chairman of the property and entertainment conglomerate Wanda Group and one of China's richest men.

This is the second time Jiang has cashed in on the popularity of her videos. She raised 12 million yuan from four venture capital funds in March, but has not said how she will use that money.

The rapid rise of Papi Jiang has also been noticed by government censors. On April 18, the State Administration of Press, Publication, Radio, Film and Television ordered all her videos taken offline pending revision because it objected to some of her language.

Most of those clips have reappeared online after being reedited. Jiang has also cleaned up her language in new videos.

(Rewritten by Li Rongde)

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