China is considered one of the world's largest e-commerce markets, and many brands want to break into it. However, due to its size, it faces numerous competitors and intense competition, especially for brands from outside China. Entering the Chinese market is therefore more difficult than for brands within China.
Currently, Chinese influencers, or internet celebrities, are becoming an extremely influential group in China. They are often more famous than celebrities. Therefore... Influencer Marketing Marketing Strategy Using Chinese influencers or Chinese internet celebrities is another easy and effective option for many brands.
The reasons why KOL, or this Chinese internet celebrity, is so successful in China.
In China, Chinese influencers, or internet celebrities, have a significant influence on the purchasing decisions of Chinese consumers for the following reasons:
- Smartphones are widely used by most people in China.
Almost everyone in China has access to domestic information or content. Due to the Chinese government's control over online platforms, people with smartphones can access domestic online media, and most consume only domestic media.
- Almost all Chinese people use domestic applications, especially Weibo.
This platform is extremely popular among Chinese people because it is a Chinese platform used domestically. This allows Chinese internet celebrities to reach a larger audience than influencers or internet celebrities from other countries.
- Most Chinese consumers trust and believe what influencers say.
In China, there are a huge number of KOL (presumably referring to individuals who follow and interact with others), leading to intense competition for followers. Therefore, they constantly share small glimpses into their daily lives on social media, making it easy for Chinese audiences to connect with them and feel like they're genuinely friends.
With China's population exceeding one billion, Chinese internet celebrities with large followings wield significant influence and recognition internationally. Top Chinese influencers with over one million followers are frequently hired by international brands.
Let's get to know KOL, a popular Chinese female internet celebrity.
Viya: In 2022, Viya generated $365 million in sales for the brand in a single day.
There are over 17M followers on Weibo.
There are over 16M followers on Douyin.
Becky Li: is KOL is a fashion item that can sell out in just a few minutes.
There are over 7.6M followers on Weibo.
There are over 650K followers on Douyin.
Zola Zhang: Just one post can generate up to $192,000 in value.
There are over 6.1M followers on Weibo.
There are over 2.87M followers on Douyin.
Let's get to know KOL, a popular male Chinese internet celebrity.
Tao Liang (Mrbags): She is a Chinese influencer known as a handbag expert.
There are over 5 million followers on Weibo.
There are over 800K followers on WeChat.
Austin Li: Known as the "Lipstick King," he once went viral for live-streaming himself trying on 138 lipsticks in half an hour.
There are over 29 million followers on Weibo.
There are over 44M followers on Douyin.
Liu Genghong : is KOL is a fitness enthusiast whose single livestream has a record-breaking 100 million viewers.
There are over 64M followers on Douyin.
Brands that do Chinese Influencer Marketing have been successful in China.
Fila
A popular sports apparel brand created a Influencer Marketing campaign by hiring Liu Genghong to wear their brand's apparel in just two livestreams, resulting in nearly $2.53 million in sales that month.
Mini Cooper
They created a limited edition car called the MINI YOURS Caribbean Blue Limited Edition and launched a Influencer Marketing promotional campaign featuring Becky Li. Despite being only 4 minutes long, it garnered 100 pre-orders in China.
Chinese Digital Marketing A new service from HelloAds, your number one assistant making marketing in China easy.
Since the Chinese market is one of the targets for many brands, HelloAds has launched a new service to help brands more easily reach Chinese consumers through our three main services.
- Influencer Marketing According to research by Frost & Sullivan, sales generated by Chinese influencers reached 32.9 billion yuan in 2017, and are expected to continue growing by more than 40% over the next five years.
- Baidu Advertising Because Baidu is the largest search engine network in China, with a market share of 76%, Baidu Advertising can be considered a gateway to reaching over 950 million internet users in China.
- Chinese Social Media Marketing Using social media is one of the marketing channels that can help increase opportunities to reach more people. In China, there are dedicated social media platforms. Statistics show that there were nearly 926.8 million social media users in China in 2020, and it is projected that this number will increase to 1.279 billion by 2026.
Therefore, for anyone interested in starting marketing in China but doesn't know where to begin or needs more information, you can...For inquiries, please contact HelloAds You can hire an agency to provide full-service online marketing.
