Why are Chinese influencers more powerful than traditional advertising?
In China's digital age, marketing is no longer driven solely by advertising, but by trust and genuine experiences from Chinese influencers, who play a significantly more important role than traditional advertising.
The reason is that younger Chinese consumers value genuine reviews, opinions, and recommendations from people they follow more than commercial messages from brands. Having Chinese KOLs (Key Opinion Leaders) or creators who can directly reach this target audience can help transform unknown brands into best-selling brands in a short time.
According to the report “Trust in Influencer Marketing China Edition 2024” by... IZEA Worldwide, Inc. Studies show that over 80% of Chinese consumers trust and prefer influencer content over traditional advertising. This figure clearly reflects that Chinese influencers are not just communication tools, but have become the most relatable source of information for consumers in an era where China prioritizes authentic experiences over staged advertising.
Understanding the difference between KOLs and KOCs in the Chinese market.
One of the key aspects of the Chinese market is the division of influencers into two main types: KOLs (Key Opinion Leaders) and KOCs (Key Opinion Counter-Organizations), both of which play a crucial role for Thai brands looking to penetrate the Chinese market.
Comparison table of KOLs and KOCs in the Chinese influencer market.
| type | meaning | Highlights | Example of use |
| KOL (Key Opinion Leader) | Experts or celebrities with a large fan base. | Create brand awareness and image. | New product launch, major campaign. |
| KOC (Key Opinion Consumer) | An honest review from an average consumer. | Increase trust and stimulate purchasing decisions. | Reviews on Xiaohongshu, sharing real experiences. |
Combining both Chinese KOCs and KOLs will help create both "awareness" and "sales," which are the heart of the influencer economy in China.
The main platforms that Chinese influencers use to generate marketing results.
The Chinese market isn't just a single platform; it's an ecosystem full of diverse channels, each with its own unique strengths that help achieve different results.
- Douyin is the most powerful short-video platform for generating high conversion rates, ideal for Chinese live commerce and products that need to sell quickly.
- Xiaohongshu (RED) is a hub for authentic reviews in lifestyle, beauty, travel, and a community of high-quality women.
- Weibo is used to create trends, hashtags, and build widespread awareness.
- WeChat is used for building long-term relationships, customer care, and in-depth content.
- Bilibili is ideal for brands that want in-depth, fun, and community-oriented product reviews in China.
Thai brands that understand how to choose the right platform for Chinese influencers will get more cost-effective results than simply running a broad advertising campaign. If you want more information about Chinese influencers, you can read more here. Get to know Chinese influencers better: The roles of different types of KOLs and marketing opportunities.
The mechanisms by which Chinese influencers build "credibility."
What makes Chinese influencers powerful and influential isn't just the number of followers, but the mechanisms they use to build trust and credibility, such as:
- Real-time results displayed through Live Commerce allow viewers to see products, use them in real-time, ask questions, and receive immediate answers.
- Verifiable social proof: comments, chats, and live audience reactions.
- More in-depth reviews than Thai media; camera zoom, product texture, before-and-after comparisons.
- Friendliness is a key factor; Chinese people believe that KOLs (Key Opinion Leaders) or KOCs (Key Opinion Critics) provide genuine reviews from people who live like them, offering a more authentic perspective than advertising.
All of this has helped Chinese influencers become the standard setter of trust in a market where consumers have many choices.
How do Chinese influencers differ from influencers in other countries? Chinese influencers excel at real-time sales, especially in live commerce platforms like Douyin and Xiaohongshu. Chinese consumers have a very high level of trust in KOLs (Key Opinion Leaders) and KOCs (Key Opinion Leaders), and prefer content that delivers real results. This results in significantly higher conversion rates in China compared to other markets.
The Power of Influencers in Generating Sales (Conversion Power)
The power of Chinese KOLs and influencers is not just about generating brand awareness; they can actually close sales in a single step, especially through Douyin influencer strategies and marketing on Xiaohongshu (a Chinese review platform). Therefore, strategizing collaboration with Chinese KOLs to boost sales presents a great opportunity for brands.
Factors that contribute to high conversion rates include:
- Trust First → Purchase Later: Chinese consumers choose to buy from people they trust, not from brands.
- A platform that integrates content and sales. Purchase instantly without leaving the app.
- Flash sales and live selling have the power to generate sales equivalent to one month in just 1-2 hours.
- Chinese influencers are highly skilled at providing detailed product recommendations, eliminating the need for buyers to conduct additional research.
Based on the information... The Influencer Marketing Factory With over 526 million Chinese users participating in live commerce (approximately 48.8% of all Chinese internet users), it's clear that purchasing behavior in China is deeply tied to influencers. Live streaming allows viewers to see products in real-time, ask questions, and make quick purchasing decisions, making Chinese influencers a true sales engine in this highly competitive market.
This is why influencers have become a marketing engine for brands of all sizes, from SMEs to global brands.
How to choose the right influencer for a Thai brand.
Thai brands looking to enter the Chinese market need to select Chinese influencers who are suitable for their products, but not just those with high follower counts. Things to consider include:
- Does the influencer's target audience match the product?
- Which type of KOL or KOC is more suitable?
- Content style: Logical? Funny? In-depth review?
- The main platform he uses
- Sales history and conversion rate.
- Does the influencer's image suit the brand?
Choosing the wrong Chinese KOL can be a waste of brand money, while the right choice can lead to rapid brand growth within weeks. If you want professional influencer selection services with the help of experts in the Chinese market, you can check out our services here. Chinese Digital Marketing
Strategies for effectively working with Chinese influencers.
To maximize the benefits from Chinese influencers, Thai brands should strategize as follows:
1) Custom Brief for the Chinese Market: Chinese consumers demand in-depth information such as ingredients, safety, and certifications. Brands must provide clear and readily available information.
2) Use both KOLs and KOCs together. Chinese KOLs create buzz, and KOCs enhance credibility in the Chinese market, leading to faster sales closures.
3) Use Live Commerce as your core. If your product is best showcased in person, live streaming helps build trust and generate immediate sales.
4) Run a multi-platform campaign.
- Douyin for sale
- Xiaohongshu for the review
- Weibo is used for creating buzz
- WeChat for after-sales customer care.
5) Measure results with data. Thai brands need to look at metrics such as conversion rate in China, engagement, traffic to stores, and sales from coupons or influencer-specific links.
These strategies are key to working effectively and sustainably with Chinese influencers.
In summary, Chinese influencers don't just sell products, but build trust in consumers' minds.
In the highly competitive Chinese market, having Chinese influencers is key to generating sales and building credibility in a short time, especially when working with Chinese KOLs (Key Opinion Leaders) who possess genuine influence. The Chinese market values authentic reviews, real experiences, and familiarity with creators more than traditional advertising. Thai brands that understand this structure can build awareness, repeat purchases, and sustainable growth in the Chinese market.
If your business needs professional online marketing in China with highly targeted Chinese influencer and KOL strategies, handled collaboratively by an expert agency, contact HelloAds, a full-service Chinese marketing agency. Facebook Page: HelloAds Or website:HelloAds Online Marketing Agency
