'She's an idol'
But the fans are devoted and unlike with movie stars and top musicians, they get a lot of access to their favourite internet celebrity.
Ling Ling employees six assistants, but she says she is the one who interacts with her fans online. Apart from Weibo and WeChat, Ling Ling also conducts live-streaming sessions at times.
"Fans are most important," Ling Ling says. "I have been working in the business for 10 years and I am thankful for the support of my fans."
"Ling Ling is very friendly [to fans]. There are always chances for us to meet her," says Hu Xiaofei, a long-time fan who spends about 1,000 yuan on Ling Ling's shop every season.
"She is like an idol [to me]. I will learn how to mix and match and put on make-up from her posts."
Janet Chen firmly believes that the digital native generation - those born in and after the 90s like Hu Xiaofei - will continue to fuel the popularity of internet celebrities in the long run.
"When these generations become the mainstream group, their [digital] habits will dominate society's consumption pattern," she adds.
However, Ling Ling admits that she sometimes feels insecure.
"There are so many (social media) platforms and new internet celebrities. There are more and more pretty girls… Even for top internet celebrities, if they do not work hard, people may not know them at all in a few years."