Network marketing and state legitimacy in China: Regulating trust from physical workplaces to virtual spaces

Banned in China between 1998 and 2005, the reemergence of network marketing allows rural young women to distribute a wide range of consumer products across uneven rural–urban landscapes. The rhizomic distribution channels of network marketing long confounded Chinese legal and regulatory governance based on workplaces embedded in particular locations, a problem compounded by the rise of e‐commerce in the last decade. As network marketers and their potential clients maneuvered spatial inequalities, gender hierarchies, and financial exclusion, they confronted the subversion of long‐term mutuality and sociality to short‐term transactional exchanges, a process partially inverted by the move from physical to virtual retail and its digital rating systems. As the Chinese state sought to establish, monitor, and guarantee trust in economic activities by delimiting predatory schemes, its initial targeting of network marketing companies has given way to regulating the sellers themselves. In contrast to contexts where network marketing forges enterprising subjectivities of neoliberalism, however, Chinese salespersons prioritized meeting aspirations of an imagined pastoral state and idealized social relations over business transactions. By championing that earning trust forms the ultimate measure of success, the discourse of network salespersons and their potential customers rings with the ways that e‐commerce platforms and digital bureaucracy attempt to measure, evaluate, and regulate the trustworthiness of Chinese citizens.