he was chosen as one of the top ten kolest in 2008, lang jinghe, belongs to this company. osts videos reviewing foods and daily necessities. with more than three million followers watching his videos, products he introduces are quick to sell out. [ speaking foreign language ] >> l lang is a pioneer in the business model of making individual yvideos on corporate incentives. he gives honest comments, including negative reviews. in pointing out views, they look for positive views that might outway the negatatives. that's how a review becomes an ad. [ speaking foreign language ] >> this strategy created a new business model tying ads with kols. many kols are currently earning a living this way. one online shopping company launched in 2017 to turn amateurs into kols. the company representative zhefanwenhua had worked on one of china top three retail sites. he quit and launched this firm, believing in the potential of kols. this shopping site that he runs primarily sells beauty products. but the site has no links or ads featuring key opinion leaders. [ speaking foreign language ]