Jin Yong - the master of martial arts
Yishu - romance novels
Ni Kuang, fantasy and science fiction novels.
Of course there is another story I would also list Liang Fengyi, a shopping mall financial romance novel. This is a representative of popular novels. Or Zhang Xiaoxian, Lin Yanni.
As for Dong Qiao, Wu Huan (son of Xin Fengxia) and Li Bihua are considered literary masters .