Internet celebrities attend a promo event organized by Taobao, China's largest online retail platform in Shanghai on August 26, 2015. [Photo: wccdaily.com.cn]

Taobao, China's largest online retail platform, has launched a new promo in Shanghai featuring a group of internet celebrities.

Many shop owners on Taobao who had turned into internet celebrities, due to the massive fan base they had attracted on social media attended the event.

These shop owners usually post selfies, and photos of outfits they wear or moments from their everyday life on social media to attract new fans.

The trade volume of some of the shops can hit up to ten million yuan (about $1.56 million USD) when new products are launched.