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Turning beauty into money, one video at a time

The modern Chinese netizen loves lifestyle. Elites and aspirants devour good quality programs showing them off-the-map stores, craftsman profiles, new-wave architecture, and independent designers.

So when a group of senior media workers launched online lifestyle platform Yitiao on WeChat in 2014, a million people flocked to subscribe within weeks.

With one video posted per day, concentrating on exquisite slow-motion footage of lifestyle products and designers, a 100,000 viewer-per-video average has been steadily maintained.

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