Chinese internet celebrities and their role in online society.
China has more than 1.1 billion internet users, according to... China Innovation Watch It is stated that by 2026, China will have 1.123 billion internet users, with a penetration rate of 79.7%. Importantly, QuestMobile The report further indicates that internet users spend an average of approximately 7.97 hours per day online, accessing the internet an average of 117.9 times per day, reflecting a high frequency of short logins.
Internet users spend most of their time on social platforms such as WeChat, Weibo, Douyin (China's TikTok), and Xiaohongshu (RED). The growth of "Chinese internet celebrities" or Key Opinion Leaders (KOLs) has therefore played a significant role in consumers' daily lives. They are not just celebrities, but are also seen as product recommenders, credible reviewers, and inspirational figures for their followers. This answers the question of how Chinese internet celebrities influence purchasing decisions.
The difference between Chinese influencer marketing and that in Western or other countries is that Chinese people tend to trust recommendations from Chinese internet celebrities/KOLs more than direct advertising. This is due to strict advertising laws and consumers' demand for information from "real people" who have actually used the products. This makes influencer marketing in China more than just about creating awareness; it also directly influences purchasing decisions.
Chinese Influencer Marketing: Differences from the West
Although influencer marketing is a popular strategy worldwide, it has unique characteristics in China that differ from Western countries.
- China's niche platforms, while the West uses Instagram, YouTube, or TikTok Global, have their own distinct platforms like Douyin, Bilibili, Xiaohongshu, and WeChat. Users need a deep understanding of these platforms to reach their target audience, making WeChat marketing, Douyin marketing, and Xiaohongshu influencer marketing crucial for marketing in China.
- In a comprehensive e-commerce system, influencers are not just reviewing products; they can also "sell directly" through live streams, such as on Taobao Live or Douyin, leading to real-time sales closures.
- Consumer behavior: Chinese consumers place more importance on reviews, credibility, and genuine experiences than on luxurious images.
Therefore, marketers looking to penetrate the Chinese market using Chinese influencers must adjust their thinking; they cannot directly apply Western formulas for success.
The question of how Chinese influencers differ from Western influencers can be answered by the fact that Chinese influencers play a role beyond simply creating an image; they are a direct sales channel through e-commerce platforms like Douyin or Taobao Live, which differs from the West that focuses primarily on awareness and engagement. Further information can be found at…“Chinese influencers and the transformation of Chinese social media in 2025.”
What types of KOLs (Key Opinion Leaders) are there in China?
Key Opinion Leaders (KOLs) in China are categorized based on their level of influence and follower characteristics. Generally, marketers should be aware of the different types of Chinese KOLs, as follows:
- Top-tier KOLs (Key Opinion Leaders) – Celebrities with millions of followers, such as actors, singers, and performers, are often used for campaigns to build widespread awareness.
- Mid-Tier KOL – Influencers with hundreds of thousands to millions of followers have better engagement power because they appear more approachable than celebrities.
- Micro KOL / Key Opinion Consumer (KOC) - is Chinese micro-influencersThose with a small following (1,000–100,000) but high credibility in niche areas such as skincare, gaming, or food are often perceived by consumers as “real users.”
The question is, are there examples of successful Chinese influencers who have generated massive sales? The answer is yes. For example, Hasi Food (哈西美食), a food and beauty blogger on Douyin, generated a total of 418 million yuan in sales during 303 live streams in November 2021. Despite focusing on recipe demonstrations, she achieved enormous sales, serving as a prime example of the success of brands utilizing KOLs (Key Opinion Leaders) in China.
How do Chinese influencers generate massive sales?
The success of Chinese internet celebrities/influencers doesn't come solely from fame, but from the combined use of technology, platforms, and strategy.
- Live commerce has generated massive sales in China because it's a real-time sales process where consumers can ask questions, get answers, and place orders instantly.
- Interconnected e-commerce system: Customers can view reviews on the platform and then make a purchase directly.
- Strategies for building trust: KOL Reviews are often honest and based on real-life experiences, building trust with followers more than traditional advertising. But you have to understand that...How to choose the right Chinese influencer for your target audience.with
- Promotions and coupons: Using discounts exclusive to live streams creates urgent motivation and stimulates sales dramatically.
China Influencer Marketing Strategies That Marketers Should Know
If Thai brands want to penetrate the Chinese market using China influencer marketing, they should conduct thorough research. Thai brands should employ the following strategies for marketing through Chinese influencers:
- Choose the right platform – For fashion and lifestyle products, Xiaohongshu and Douyin are best suited because users prefer searching for genuine reviews (Xiaohongshu) and short video content that encourages instant purchases (Douyin), making it easy and quick for brands to reach younger consumers. However, for B2B products, WeChat should be the primary platform.
- Join hands with KOL Targeted strategies – You don't need to only choose celebrities; focus on KOCs or Micro-marketers. KOL Having credibility within a specific group.
- Create interactive campaigns – such as hashtag challenges on Douyin or product giveaway events on Xiaohongshu – to encourage engagement.
- Using data and AI – analyzing data from Chinese platforms to understand consumer behavior and select influencers with the highest ROI.
- Plan for the long term – Chinese consumers dislike superficial promotions. Brands that invest in building relationships… KOL Consistency is more sustainable.
In summary, Chinese influencers are a key to the success of Thai brands in the Chinese market.
Influencer marketing in China isn't just about hiring people to review products; it's a strategic approach to penetrating the Chinese consumer market, building a bridge between brands and consumers in a complex digital culture that differs from the West.
Thai brands that understand the role of KOLs (Key Opinion Leaders) and know how to choose the right strategies can truly build brand awareness, expand their customer base, and close sales in the massive Chinese market. Investing in Chinese influencers is therefore not an option, but a key element that Thai brands must use if they want to succeed in China.
If you want to succeed in the Chinese market with a superior China Influencer Marketing strategy from Chinese influencer experts, you can start your influencer marketing strategy with Chinese social commerce experts here. Contact HelloAds Co., Ltd. for a consultation via our Facebook page: HelloAds or contact us at [contact information]. Contact Us We are happy to provide consultation to help your business succeed in the huge Chinese market.
🇨🇳 How much budget do we need to prepare to hire KOL from China?
Now that we understand the role of China's KOL, the next step is to allocate the budget accordingly. Check the price rate for KOL in China before starting the campaign.
