"Give us enough time, and one day we will be bigger than Ali," JD.com Founder Liu Qiangdong said during an episode of CCTV's current affairs show 'Dialogue'. Turns out he was not just full of bluster as a week later his company made Fortune magazine's 2016 list of the world's Top 500 businesses. Alibaba did not. JD.com's sales revenue for 2015 had far exceeded Ali's, $288 billion versus $12.3 billion.
In an ad for his company Chen Ou, Founder of online cosmetics company jumei.com and the youngest CEO to ring the New York Stock Exchange opening bell in 2014, declared: "I'm Chen Ou; I speak for myself". Following in his footsteps, many Chinese entrepreneurs have emerged from behind the scenes to endorse their own products, consciously or unconsciously presenting their private lives online.