Celebrity economy set for explosive growth

Cyber personalities become prized brands, mint millions, launch businesses, turbocharge online fashion shopping across China

She is neither a movie superstar nor a television personality, but e-commerce sensation Zhang Dayi, 28, is a bigger celebrity with the Midas touch.

Not only do her product endorsements send sales soaring - 5,000 garments in two seconds, equivalent to annual sales of a small bricks-and-mortar store - but she laughs all the way to the bank.