There's no reason to throw shade at a dead guy.
According to this list, Tolkien sold 250 million and Jin Yong sold 300 million:
https://en.wikipedia.org/wiki/List_of_best-selling_fiction_a...
They are definitely in the same league.
If you're chinese, Jin Yong's influence on culture and storytelling is way larger than Tolkien ever will be.
(But if you're not chinese, then you're forgiven because there's no way to translate stuff like 降龍十八掌 without it sounding super corny)