Influencer Marketing in China: What You Need to Know About KOLs, Wanghongs and the Platforms They Use
Influencer Marketing in China: What You Need to Know About KOLs, Wanghongs and the Platforms They Use

Influencer Marketing in China: What You Need to Know About KOLs, Wanghongs and the Platforms They Use

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WHAT’S IN THIS REPORT? This report looks at the state of influencer marketing in China for global marketers, including the way the industry operates, leading platforms, impact on different industries and generations, and regulations.

Marketers need to consider the uniqueness of China’s social platforms when planning an influencer marketing campaign. Those entering this market should know the top digital platforms for influencer marketing and how they operate, how different generations use social media and how they engage with influencers.

  • WeChat, Weibo, Douyin, Xiaohongshu, Meipai, Tmall and Taobao are some of the leading platforms to consider for influencer marketing campaigns.
  • Influencers such as A-list celebrities may be better at driving brand awareness, while key opinion leaders (KOLs), online celebrities and other microinfluencers engage consumers in a deeper way.
  • One study showed that 68% of consumers in China say their shopping choices are influenced by social media.
  • Product recommendations from influencers have the most impact on millennials and Gen Z in China.
  • Luxury consumers in China look to influencers when making purchase decisions.
  • While regulations on disclosure of brand sponsorships on social media do not exist, marketers should be mindful of censorship rules imposed by the government that restrict types of content.

TABLE OF CONTENTS

  1. The Influencer Economy in China
  2. Influencers Help Cut Through the Clutter
  3. A Complex Industry that Is Rapidly Evolving and Professionalizing
  4. What Are the Most Popular Platforms?
  5. Live Streaming as the New Way to Shop
  6. Influencing Millennials and Gen Z
  7. Luxury and KOL Collaborations
  8. Regulations that Affect KOL Marketing
  9. Key Takeaways

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