From Xiaxue’s blog post dated 23 Dec 2014
—-DITTO—- back to Nuffnang
What do Wendy Cheng (Xiaxue) and Clinton Cheng (Sky) have in common ?
Apparently the Cheng siblings like to SHOW FINGERS ?!
Much to my dismay, the exposed photo of her brother with a cardboard finger got their mother riled while the offensive gesture of Xiaxue was completely ignored. Seems like hypocrisy runs in the Cheng family much…
Now before anyone starts throwing stones at me for dragging Xiaxue’s nobody brother and mother into this , rest assured that if Xiaxue hadn’t herself prominently displayed in her instagram site this link for all to click and see, I wouldn’t have found it really convenient to drag them in.
Xiaxue displayed this link in her site for a couple of days between 28 Dec and 31 Dec 2014 . It’s a site that exposes the leaked whatsapp conversations amongst the Gushcloud team, Nuffnang’s rival agency –- a private conversation that took place after Xiaxue posted her “Gushcloud Exposé” blog post on 23 Dec 2014.
Obviously by prominently displaying the link in her site, Xiaxue wanted everyone to see it, right ?
RIGHT ?
So as a reader and writer with exposing rights, I couldn’t help wriggling my hands in glee as I began to dig up some dirty secrets about Xiaxue and Nuffnang from this very site that Xiaxue probably didn’t want her readers to read too much into…
What a schmuck !
She was hoping that by prominently displaying that tumblr site for just a few short days, she could get her readers to notice that Gushcloud is made up of a bunch of gossipers and that her former close friend, Yan Kay Kay bad-mouthed her behind her back. Xiaxue can then use this basis to hold Kay Kay in contempt since her other accusations against her have all fallen flat (accusations that Kay Kay inflated her stats and masked ads).
It doesn’t take a genius to figure out that a similar leaked conversation in Nuffnang would have been littered with curses and F-words. Do you think that Gushcloud is the only one with a leaked conversation? What if I told you that Nuffnang has one too ? REALLY ??
REALLY !
While Xiaxue went all gung-ho about exposing Gushcloud for what she alone perceived as “immoral or unethical” practices, let the records prove that Nuffnang is no better, in fact, worst in (un)professional conduct and business practices from top down.
In January 2011, co-founder of Nuffnang, Cheo Ming Shen was caught in a war of words with a netizen.
(Source :- http://politicssg.blogspot.sg/2011/01/man-bonkers-enough-to-start-vulgarities.html )
That’s the Boss Ming (Cheo Ming Shen) with his favorite blogger Xiaxue. Both Boss Ming and Xiaxue are ardent supporters of PAP, the ruling political party in Singapore. Boss Ming also serves in one of the constituencies as a grassroots leader.
Notice how similar his tone and language is to Xiaxue’s in the above conversation. He even hailed her as his role model.
I call the above (mostly monologue) conversation “private” because the Boss Ming has since DELETED the tweets from his account after complaints about him, after which, PAP appears to have dissociated themself from him.
Coming back to GUSHCLOUD’s private leaked whatsapp conversation in the tumblr site that Xiaxue displayed in her instagram (Caution : do not go to that tumblr site if you don’t want your system to hang ! )
Two main things that Xiaxue probably did NOT wanted readers to see ….
Her height which she had guarded in top secrecy for such a long time is finally exposed ! Who would have thought that she’s not that short after all.
At 1.47m , Xiaxue’s quite a tall midget …
This damning testimony against Nuffnang, taken right off the tumblr site. The blogger (Jamie Tan) is apparently now with Gushcloud. It pretty much sounds like what Xiaxue accused Gushcloud of !
Here are some complaints about Xiaxue from the general public taken from another site. Contrary to what she often portrays herself, there are valid reasons why people despise her.
(Source : https://www.facebook.com/smrtsg/posts/903143353043211 )
Did you know that some Nuffnang bloggers dabble in witchcraft too ?? Especially if you’re an advertiser/sponsor , you might want to take note of this ….. Be wary of who you deal business with.
XIAXUE :
BONG QIU QIU :
And here’s their Manager at Nuffnang , YANG HUIWEN Davienne , cheering them on …..
That pretty much concludes the introductions of the Nuffnang team.
Now back to the top.
From Xiaxue’s blog post dated 23 Dec 2014
—-DITTO—- back to Nuffnang
I agree that lies and immoral practices must be exposed. That’s the whole agenda of this blog — to expose TRUTHS about Nuffnang and Xiaxue.
Who should be held more accountable ?
Bloggers who buy and inflate stats , or Asia Pacific’s top blogger who blatantly promotes fake stats for a mere $100 (possibly even buying fake facebook, twitter and Instagram likes and followers herself ).
Who is more unethical in this case ?
Xiaxue’s most CONSPICUOUS LIE is probably this one ….
From her main blog’s homepage :
When in contrast, she admitted that “40,000 everyday” is NOT QUITE the truth.
From her blog post dated 23 December 2014 :
Because “40,000 everyday” sounds so much better especially when it helps justify her other LIES that she’s the “Asia Pacific top blogger”, “Most Influential blogger” and the blogger with “best original blog design” — titles given by her own company Nuffnang without making transparent any results to prove that she “won” these awards.
Is the industry only made up of Nuffnang and Gushcloud ?
If what she says above is true, why not spy on other companies too , why only target Gushcloud ?
Covering more bases and making broader comparisons across the industry would have added substantial weight to her credibility and intentions. Her failure to do so makes her blog post not only highly suspicious but also ridiculously amateurish and biased.
After all, she had the fake “sgprivatetrainers” company at her disposal to be misused however she wants, and had even managed to successfully trap Gushcloud with it , why did she not apply the same ruse on other social media agencies too, like say …… TIN Management ?
( Excerpt from “The Sunday Times” article on 4 January 2015 )
(Source :- http://www.nafa.edu.sg/docs/default-source/news-pdf/thesundaytimeslive04jan15.pdf?sfvrsn=2 )
When Xiaxue titles her blog post “The Big Gushcloud Expose” and makes absolutely NO mention of any other companies in her entire post except Gushcloud, how can she expect readers to believe that she’s not targetting Gushcloud.
The newspaper article above mentions TIN (The Influencer Network) — a company similar to Nuffnang and Gushcloud managing about 200 bloggers/influencers –- same size as Gushcloud… Did it not occur to Xiaxue that at least one or two of their bloggers might be equally guilty of what she accused Gushcloud bloggers of ?
If Xiaxue wants to act like some sort of disciplinarian trying to straighten out unethical practices “in the industry” , then why didn’t she spy on TIN ?
Flora Isabelle Lim, a blogger with TIN, claims to be getting 10,000 blog views a day even though she has only 4,400 instagram followers.
Flora Isabelle WHO ? … Sorry I’ve never heard of her either.
Either Xiaxue the Mensa genius completely forgot about this blogging community, or she deliberately overlooked them in order to isolate Gushcloud for REVENGE – which is her REAL and hidden intention of her exposé.
We are talking about someone here who LOVES to execute revenge –- from her earliest victim Dawn Yang , to even a 14-year-old schoolgirl named Grace from St. Hilda’s School , whose photo Xiaxue pulled and posted on her site until she apologized for offending her friends –- Xiaxue has a notorious history of abusing her influential position to avenge at least half a dozen offenders.
Xiaxue takes prides in being a famous CYBERBULLY, and even after cyberbullying has been criminalized in Singapore since last year, she continues to flirt with cyberbullying assuming she will get away with it.
Her quest for setting up Gushcloud for vicious accusations ensued only because Vincent Ha called her a LIAR after she wrote a defamatory blog post about them. Without her initial defamatory post and being provoked for called a liar, none of this would have happened, would it ?
Any long-time matured reader of Xiaxue will know that her Gushcloud exposé has nothing to do with unethical practices in the industry but everything to do with her personal vendetta against estranged friend Yan Kay Kay and rival company Gushcloud which Kay Kay has become a strong part of.
Maybe Xiaxue was hoping that Gushcloud will never come out this exposé unscathed so that she can instigate their bloggers to sever ties with the company before poaching them and eventually having them kiss her ass.
Her plans to sabotage and put Gushcloud out of business have failed, all Xiaxue could do now is pat herself in her back and boast that industry players are now more cautious about their business practices because of her post.
#xiaxuefail
Gushcloud is not only still thriving, but it looks like they’ve come out stronger than ever before ….
Read the full story here :–
http://alvinology.com/2015/05/22/xiaxue-didnt-manage-to-kill-gushcloud-they-just-got-acquired-by-koreas-yello-digital-marketing-group/
Meanwhile, bloggers from TIN Management and other agencies are rubbing their hands with gleeful sigh of relief that they escaped Xiaxue.
IS XIAXUE REALLY THE TOP BLOGGER IN ASIA PACIFIC ?
(Source :- http://alvinology.com/2015/02/23/the-most-influential-blogger-in-asia-pacific/ )
Of course there are other bloggers too like Merry Riana , originally from Indonesia before she moved to Singapore. She has 1.4 million twitter followers , AND a blog as well.
(Source :- https://twitter.com/merryriana )
A recent ranking by Alvinology.com also reveals that Xiaxue is not even the top blogger in tiny Singapore. She’s at No. 8 and even then, it was at her request to double-count her stats.
Source :–
http://alvinology.com/2015/04/22/the-top-bloggers-and-blog-sites-in-singapore/
The “Most Influential Blog” award — which Xiaxue claims she won through VOTES.
WHERE. ARE. THE. VOTING. RESULTS. ?
You know, a chart that looks like this ……
(Source :- http://dawnyang.sg/?p=79 )
Or a chart that looks like this ……
(Source :- http://www.discuss.com.sg/showthread.php/57-Who-is-prettier-in-Blogosphere )
Why do other competitions always have RESULTS to show but not Nuffnang competitions ?
WHAT IS NUFFNANG TRYING TO HIDE ?
Ironically Xiaxue, while holding “most influential” title, admits herself that children should not be reading her sites as she’s a bad influence.
And in a magazine interview, Xiaxue also admitted that she makes a poor role model.
Xiaxue also got “Best Original Blog Design” award when her blog wasn’t even designed by her by her own admission. It was designed by her web designer.
#nuffnanganyhowgiveawards
Disclosure or disclaimer of sponsored ads has never been a requirement in Nuffnang (or any other company for that matter) , and is not illegal in Singapore by Xiaxue’s own admission. It is only “encouraged” or “recommended heavily” according to Nuffnang’s website.
Turning a recommendation into a requirement is solely Xiaxue’s idea to suit her own personal agenda.. For one has no say in the management of her company, who is she trying to be and why would she be fixated on imposing such a “requirement” ?
Is she sincerely looking out for consumers’ interest, or is she exploiting the ambiguity of a non-existent “requirement” to vilify and incriminate competitors ?
Think with me, consumers…
How is omitting relevant sponsored tags (masking ads or astrosurfing) any more unethical than putting up #sponsoredpost or #notanad hashtags in ads merely to give an impression of blogger’s transparency and honesty , while using that superficial integrity to cover up lies camouflaged within the ad.
I cannot think of any other example to describe such an ad except this one …. done by Xiaxue herself.
Xiaxue did this ad in Sept 2014 …
#MaskedAd
This ad by Xiaxue is not only misleading to consumers, but also insulting the intelligence of long-time readers of her blog… Did she really think she has lost her pioneer readers and that no one will remember what she wrote in her earlier blog posts ?
The ad gave the impression that she actually paid for her wedding without any discounts , when in truth , her entire wedding was FULLY SPONSORED – everything including photography, gowns, venue, food – and she was even left with a surplass.
What good would a wedding discount card have done for her? Absolutely NOTHING !
She was just trying too hard to sell a product she will never use – masking her lies behind hashtags … Was she trying to be funny satirical ??
It’s like SMRT Ltd (Feedback) attempting to promote sanitary pads or birth control pills — something they will never use but promote the product anyway masquerading as females. They might still get away with it as long as they don’t claim to be “Asia Pacific’s top blogger”!
In response to Xiaxue’s allegations in her post dated 23 Dec 2014, Gushcloud refuted by revealing some examples of her own colleagues from Nuffnang masking ads by omitting relevant hashtags.
Gushcloud’s full response is here :-
https://faithingushcloud.wordpress.com/2014/12/24/our-official-response/
Apparently when bloggers from Nuffnang don’t place hashtags , it’s just “laziness” , “they forgot” – honest oversight, no big deal, it’s not what you think lah.. !!
…….. but when bloggers from Gushcloud do it , she cries FRAUD !
Both Xiaxue and Kay Kay did Slim Couture ads.
Kay Kay’s trials reaped good success and she gave glowing reviews (just look at her figure). Xiaxue’s trials however didn’t work for her and she gave inflammatory reviews.
Two vastly contradictory reviews – it doesn’t even matter that they’re from rival agencies.
Consumers : whose review will you believe ?
I believe most consumers might stay away from Slim Couture just to be safe than sorry.
But look at Kay Kay, she’s so slender, every woman would die to have her perfect figure …. So how ?
Smart consumers will of course tap on the world wide web to look for other reviews or slimming centres instead of relying on just one source or limited sources. It’s called consumer rights , and the onus lies on consumers to do our own checks and balances before committing to any purchase, contract or package.
Even “Asia Pacific’s top blogging queen” has proved that ADS CANNOT BE TRUSTED no matter how many hashtags she spams her ads with.
#nofaithinxiaxue
Hashtags alone do not give any more credibility to ads than the endorser’s reputation and integrity. In Xiaxue’s case, hashtag is a convenient tool she uses to cover up her lies.
I would like to highlight two bloggers from Nuffnang who do NOT use any hashtags to indicate if their ads are sponsored or not.
“fourfeetnine”, whose real name is Audrey Ooi is not only one of the top bloggers in Malaysia but also the wife of Nuffnang’s co-founder.
In these instagram ads which I happened to see all in one page, she’s heavily promoting a boutique, Nippon Paints, preggie shoes and water purifier – NONE of which are hashtagged.
‘cheeserland’, whose real name is Ringo Tan, is also one of Malaysia’s top bloggers who won Nuffnang’s “Best Fashion” blog award.
She’s promoting a kid’s Pony Rocker, Yakult drinks, a necklace and eyebrow service in the above instagram ads – NONE of which are hashtagged too.
A random check on other Nuffnang bloggers like @jadeseah and @jaynetham also revealed no hashtags even though there appears to be a lot of sponsored posts in just one page in their instagram accounts.
All these ads I mentioned above were posted in Jan – Feb 2015 — AFTER Xiaxue’s blog post in which she fussed over Gushcloud bloggers not disclosing sponsored ads.
Does this mean that the above bloggers are masking their ads ? — Of course not !
Not as long as they’re from Nuffnang according to Xiaxue… It’s “Masking Ads” only if Gushcloud bloggers do it, according to her.
I also checked GUSHCLOUD blogger’s instagram accounts (Eunice Annabel, Naomi Neo, Xavier Ong, Kife Wee) and NONE of them hashtag their ads either.
After all the noisy ruckus Xiaxue created since 23 Dec 2014, she appears to have absolutely no impact whatsoever in the industry including her own colleagues from Nuffnang.
Did she say she spent one year and $1400 spying on Gushcloud ?
Did she say she got 3 lawyers to check her ‘Gushcloud Exposé’ blog post before publishing it ??
I assume one of them would be Fong Wei Li (Fortis Law Corporation). Did he neglect to advise Xiaxue to check her own dirty laundry first before attempting to air the dirty laundries of others in order to avoid embarrassing herself ??
Example 2 of Xiaxue’s misleading ad
While claiming that she “tried” this FruitVege Mask machine, Xiaxue failed to mention what fruits, vege and other products SHE used to concoct the facial mask. Did she use oatmeal as shown in the video which was not made by her to begin with? She failed to credit another blogger Miyake who was the real user and producer behind the video..
When a commenter left comments pointing out the errors, Xiaxue DELETED her comments, but not before having her Nuffnang cronies Yutakis James and Sophie Willocq verbally abuse and insult the commenter.
If you’re wondering what exactly the commenter said to get them all enraged like that, these are the deleted comments ….
Example 3
This is a Maybelline Foundation ad posted by Xiaxue in August 2014 .
Did you know that her photo was the same one Xiaxue used 2 years earlier in June 2012 to promote NESTLE products ?
Here are the two ads placed side by side for comparison …..
Xiaxue thought no one will notice it if she could just change the background color to blue and re-cycle the photo, didn’t she ?
She probably selected a blue background to match the background color of the ad in the Maybelline website advertising that product.
(Source :- http://www.maybelline.com.sg/index.aspx )
Xiaxue was attempting to promote a Foundation — and a popular international brand at that — that was supposed to have been applied on her face at the time of the photoshoot for the ad . Did she even use the product at all ??
Well, unless of course she wants to hoodwink readers that she used the exact same product 2 years earlier wearing the exact same dress, exact same hairdo and hair color.
There’s just one small problem with using a re-cycled photo for this product though ……
Two years earlier the product did not even exist !
Nope, Xiaxue never did promote that product earlier than August 2014. She did promote OTHER Maybelline products though, like mascara and eyeliner, but not foundation, much less this particular product that was only launched in 2014.
With such misleading ads, looks like Xiaxue has violated the “Singapore Code of Advertising Practice”
(Source :- https://asas.org.sg/Portals/0/Images/ASAS/docs/SCAP%202008.pdf )
MORE COMING UP ………………
(Note : This last section will probably remain open for updates unless pigs start flying and Xiaxue stops lying )
Disclaimers :
1. I am not with Gushcloud nor any other social media agencies.
2. I am not with SMRT Ltd (Feedback).
3. I am not Anti-PAP.
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