"As a movie fan, I decided to make a product for myself this time and become its endorser.

The magic of Shanghai brands lies in their ability to keep innovating and then translate abstract ideas into quality products thanks to its strong supply chain and manufacturing prowess, said Li Jiaqi, China's leading livestreaming host and product endorser.

In 2018, it replaced its endorser Jackie Chan with singer Mao Buyi, who is popular among the post-1990 generation, making its brand image look younger.

To help add to the premium feel, Bestore has enlisted singer Kris Wu, endorser of other luxury brands such as Louis Vuitton and Burberry, as its advertising ambassador.

Besides outlining rules for celebrities, it provides guidance for both companies and publishing platforms, stating that they should take care when selecting an endorser, and that platforms should strengthen content management, improve their reviews of ads and set up a strict mechanism for handling those that are misleading.