She has 850,000 followers on Weibo, that makes Jiao Yu Jiao a veritable influencer in the China internet marketing world. The 21 year old, a member of the Chinese showjumping team, clearly plays a canny game. She’s featured on a Weibo platform for “fine goods” and has a partnership with the jewelry brand Longines.
Equestrian sports have long had much cachet for marketing firms in China -hence big city clubs like Equuleus in Beijing have a minor revenue stream from hosting fashion photo shoots. 
China's Equine Scene