Tao Liang is a blogger, best known as Mr. Bags to his three million social media followers.
Liang is China’s third most influential fashion blogger, according to BNP Paribas 2017 rankings. Blogging across Weibo and WeChat, Liang’s encyclopaedic knowledge of fashion and the luxury handbag market has made him a go-to source among China’s burgeoning affluent consumer groups for in depth trend analysis and advice that engages his audience.
His influence has led to collaborations with Givenchy, Burberry, Fendi and Louis Vuitton , among others. Mr. Bags connects European labels looking to make a dent in the Chinese market with his legions of followers– known collectively as his “bagfans.”
In 2017, Liang worked with Givenchy to create a capsule collection for Valentine’s Day. Selling solely through WeChat to his followers, all 80 pieces of the collaboration sold in 12 minutes.
“I know my bagfans well… I think I can be a good bridge between the two [the brands and customers].” he told BoF. Liang has also teamed up with Bergdorf Goodman to host meet-ups with his readers.
Having studied international relations at New York’s Columbia University, he launched Mr. Bags in 2011 and quickly garnered a strong following of Chinese readers locally and internationally.
“Frankly, there are hundreds and thousands of shopping maniacs who love to buy handbags,” Liang said. “But they don’t have time to research and decide which bag is worth buying. I provide them with such advice.”