The Guangdong E-commerce Summit Forum has announced a list of top-earning online influencers in China, showcasing the net incomes of 2023’s 50 most successful online broadcasters.

In a report by the South China Morning Post on Jan. 20, at the top of the list is Crazy Xiaoyangge, earning a yearly net income of 3.21 billion yuan (US$451 million). Xin Youzhi and Austin Li Jiaqi followed closely, earning over 3 billion and 2.3 billion yuan, respectively. 

According to Cosmopolitan and Biography, the annual earnings of certain individuals have equaled or even surpassed the total net worth of globally recognized Hollywood celebrities such as George Clooney, Arnold Schwarzenegger, and Brad Pitt. These celebrities have a net worth of US$500 million, US$450 million, and US$400 million, respectively.

The impressive earnings of online influencers highlight the popularity of live-streaming sales in China. Meet China's top 5 highest-earning influencers:

5) The Boss Seven (US$37 million)

Although The Boss Seven ranks eighth among female influencers, she is the top earner, with an annual net income of 263.4 million yuan.

She is an apprentice of top-ranked Crazy Xiaoyangge and is known for her comedic content on Douyin. The Boss Seven has amassed six million followers.

4) Dong Yuhui (US$74 million)

Dong Yuhui, who works for Dongfang Zhenxuan, ranks fourth with an income of 522.6 million yuan.

In a recent live broadcast, Dong jokingly responded to the news of his annual income exceeding 500 million yuan and being included on the list. “This is irresponsible reporting. My mum messaged me to take the money home.”

3) Austin Li Jiaqi (US$323 million)

Austin Li Jiaqi, also known as the "Lipstick King," has gained popularity for his successful online sales of cosmetics in China.

In 2023, he faced a scandal after criticizing customers for questioning high prices and work ethic. At some point, he was forced to issue a public apology.

2) Xin Youzhi (US$436 million)

 Xin Youzhi, also known as Xinba, is ranked second on the list with an impressive annual income of 3.06 billion yuan. 

In 2020, Xinba was caught up in a fake bird’s nest scandal that stirred up controversy. Online viewers exposed that the bird’s nest he was selling was nothing but sugar water, and lacked the main ingredient. After the revelation, Xinba immediately recalled all the bird’s nest products sold on his live stream and issued refunds and compensation to his customers.

Last November, his Douyin account with 4.15M followers was banned. He now uses Kuaishou, another short video platform.

1) Crazy Little Yang Brother (Xiaoyangge) (US$451 million)

China's highest-earning influencer, Crazy Xiaoyangge, also known as Crazy Little Yang Brother, made 3.21 billion yuan in earnings in 2023.

He produces short comedic videos online, serves as a well-known sales anchor for e-commerce, and is a co-founder of an e-commerce company that has partnered with several popular influencers.

In November 2022, he made history on Douyin as the first influencer to reach 100 million followers.