Abstract: Nowadays, “web celebrity economy” is emerging, and turning the 100 billion worth of web traffic into cash has become a new business mode and penetrated into each link of the supply chain. It has also helped garment producers and garment online platforms in the manufacturing and circulations stages of the textile chain integrate their resources, promoted the efficiency-based evolution and facilitated the textile and garment industry to constantly carry out reform and optimize its supply chain.

Key words: web celebrity; supply chain; textile and garment