Jiang Wu, a famous mainland actor and brother of director Jiang Wen,  is now the face of Jiang Li. A new brand that includes shampoos, conditioners and soaps, Jiang Li is different from other brands. Unlike traditional brands that are based on physical stores, Jiang Li sells its products solely through WeChat.

A smart phone application launched by Tencent in 2011, WeChat has amassed over 549 million active users up to the last quarter, according to a report from digital company Curiosity China. The platform has become the go-to application for business savvy users.

WeChat business is seen as one of the most profitable business models today, gaining the attention of not only investors, but school students, housewives, and regular employees who take it as a part time job. The recent year or two has seen an increase in the number of stars representing brands tailored for WeChat business. In addition to the new brand, Jiang Li, the same company behind Star Good, cooperated with popular actor Han Geng last year for its air pollution mask brand. The company has plans to partner with more stars in the future, its CEO Wang Bo said.

Global Times