Understanding modern Chinese consumers who trust people's opinions more than brand endorsements.
Chinese consumer behavior has changed significantly. Previously, brands could communicate directly through advertising, but today, Chinese consumers demand authentic voices from real users. This has made influencers a crucial tool for brands to utilize.
To effectively reach customers in an era of vast amounts of content on Chinese platforms, consumers tend to trust information that appears straightforward and comes from real-life experiences more than just brand endorsements.
Therefore, influencers have become key to marketing in China because consumers trust the opinions of those they follow more than direct advertising. This allows brands that use influencers effectively to build trust and close sales more easily.
However, the Chinese influencer system has its own unique complexities, particularly the roles of KOLs and KOCs, which have distinctly different impacts on generating buzz and sales.
Therefore, marketing strategy in China isn't about who's the loudest, but about the brand that builds the most trust. Understanding the difference between KOLs (Key Opinion Leaders) and KOCs (Key Opinion Operators) in the Chinese market is key.
KOLs (Key Opinion Leaders) are influential figures who significantly guide trends and stimulate consumer spending in China.
KOLs (Key Opinion Leaders) are influential figures in the Chinese market with specialized expertise in areas such as beauty, fashion, lifestyle, technology, or online sellers who conduct live streams on Douyin and Taobao Live.
The key strengths of a KOL are:
- Reaching a large following allows for rapid sales and brand awareness.
- It builds a positive brand image by creating a high level of credibility.
- We deliver high-quality content that professionally helps promote brands.
In the world of KOL vs. KOC, KOLs are seen as sales engines capable of creating new trends almost instantly, making them ideal for large campaigns or new product launches.
Furthermore, according to the article... InfluChina It was also noted that KOLs in China are not just people with large followings, but experts who directly influence purchasing decisions and can quickly set market trends. The reason is that their fans have a very high level of trust in their recommendations, making KOL content powerful in generating immediate sales and easily making products go viral.
KOC consists of real consumers who provide honest and straightforward reviews, empowering them to build trust in the brand.
KOCs (Key Opinion Consumers) are ordinary consumers who don't have a large following, but their sincerity and genuine user experiences make their reviews highly influential in purchasing decisions in the Chinese market.
Chinese consumer behavior shows a preference for viewing reviews on platforms such as Xiaohongshu (RED), Douyin, and Dianping, which are filled with content from real KOCs (Know Your Account) who have personally tested the products.
The advantages of KOC are:
- Lower cost, higher results.
- Build trust naturally.
- It's ideal for expanding the reach of reviews to a wider audience.
In the context of KOL vs. KOC, KOCs represent a silent force that impacts brand credibility and long-term image. If you want to learn more about KOLs, you can read more here. Get to know Chinese influencers better: The roles of different types of KOLs and marketing opportunities.
H2: Comparison table of KOL vs KOC in the Chinese market.
| section | KOL | KOC |
| Followers | A large number | Low–Moderate |
| expertise | Tall and has a distinct image | Real users, real reviews |
| result | Generate immediate awareness and sales. | Build long-term credibility. |
| expenses | high | Very low |
| Content format | professional | Sincere, natural |
| Suitable for | Product launch, major campaign | Build credibility, expand reviews. |
This table clearly reflects the different but equally essential roles of KOLs and KOCs in the Chinese market.
KOLs (Key Opinion Leaders) are influential figures with expertise and a large following, while KOCs (Key Consumer Reviews) are genuine consumers who provide natural reviews. Although they may have fewer followers, they build high levels of trust, making them ideal for social proof in the Chinese market.
Why do Chinese brands often use both KOLs and KOCs together?
Most Chinese brands don't choose to stick to just one approach, but rather use both KOLs (Key Opinion Leaders) and KOCs (Key Opinion Analysts) together, because they find that this "combination of power" yields the best results. The main reason is...
- KOLs create buzz, while KOCs build trust. This involves using KOCs to enhance credibility in conjunction with KOLs in China.
- Chinese consumers check reviews from both celebrities and ordinary people to confirm their purchase before making a decision.
- Brands need diverse content to cater to different stages of the customer journey.
In Chinese marketing strategy, using both is a principle that covers all dimensions, from awareness and consideration to conversion, making KOL vs. KOC strategies a very effective combination.
How to choose the right KOL or KOC for your marketing goals as a Thai brand.
Choosing the right KOL vs. KOC strategies for Thai products is key to success in the Chinese market for Thai entrepreneurs. Therefore, before launching a campaign, Thai brands should ask themselves what their goal is, as answering this question will help them make informed decisions in the KOL vs. KOC battle.
Choose to use KOLs when...
- Need quick sales through live streaming?
- New product launched in China
- We want to create a professional brand image.
- The goal is to reach a large audience in a short period of time.
Choose KOC when...
- Need a large number of genuine reviews at a low cost?
- Want to increase visibility on Xiaohongshu or Douyin Marketing?
- I want to build trust organically.
- We want to test the Chinese market before making a large investment.
The decision depends on the product characteristics, target audience, and budget of the Thai brand, which is a key aspect of Chinese marketing strategy. If you want to penetrate the Chinese market by selecting the right KOLs (Key Opinion Leaders) with the advice of a professional Chinese agency, you can check out our services. Chinese Digital Marketing
A strategy for combining the power of KOLs and KOCs to achieve maximum results (Dual Influence Strategy).
The social media marketing strategy of combining the power of KOLs (Key Opinion Leaders) and KOCs (Key Opinion Operators) is becoming very popular in China because it can combine the advantages of both sides into a single campaign. Here's how to do it:
- Generating buzz with KOLs starts with having mid-to-large-scale KOLs build awareness through videos, reviews, or live sales broadcasts, instantly making products of interest in the market.
- Expand your credibility with KOC (Key Opinion Leader). Once you're known, have KOC provide numerous reviews to encourage the creation of diverse and natural content. This ensures that when consumers search, they see a variety of content.
- Trust is reinforced as Chinese consumers see both professional and genuine user reviews, creating a double layer of "social proof" that significantly increases the likelihood of a purchase.
All of this is the core of the KOL vs KOC strategy, which can generate more effective conversions and is also a key approach for brands that want to seriously penetrate the Chinese market in their Chinese marketing strategy.
According to the article... SODA Global Marketing It is stated that brands wishing to use both KOLs and KOCs together should set clear goals and objectives and select KOLs and KOCs appropriately within the same structure to achieve maximum results.
In summary, understanding the roles of KOLs and KOCs is equivalent to understanding the heart of the Chinese market.
When Thai brands understand the difference between KOLs (Key Opinion Leaders) and KOCs (Key Opinion Analysts), they gain a deeper understanding of modern Chinese consumer behavior, which prioritizes both image and genuine reviews. Choosing or combining both appropriately is key to a successful and sustainable Chinese marketing strategy.
Whether you're a small or large brand, proper planning and understanding the roles of KOLs and KOCs can powerfully open the doors to opportunities in the Chinese market.
If your business needs a superior Chinese market penetration strategy, focusing on targeted KOL vs KOC marketing for rapid success in the Chinese market, with expert agency collaboration, contact HelloAds, a full-service Chinese marketing agency. Find them on Facebook Page: HelloAds or Website:HelloAds Online Marketing Agency
