The Chinese market is considered one of the largest and most competitive markets in the world, with over 1.1 billion internet users, according to... cnnic It is estimated that by June 2025, China will have over 1.12 billion internet users, and consumer behavior is directly tied to the online world. Reaching this Chinese consumer base is therefore not easy for foreign brands, especially Thai brands looking to penetrate the market. However, one of the key factors for true success is Chinese influencers, or KOLs. (Key Opinion Leader) who can serve as a powerful bridge between Thai brands and Chinese consumers.
Chinese internet celebrities: A phenomenon brands shouldn't overlook.
Chinese internet celebrities are not just social media stars; they have become incredibly valuable marketing machines. They can create buzz and sell out products in minutes through live streams on Douyin (China's TikTok) or Taobao live streaming. A famous example is Li Jiaqi, also known as the "Lipstick King," who once sold millions of lipsticks in a single night. businessinsider It was reported that Li Jiaqi, also known as the 'Lipstick King,' once sold as many as 15,000 lipsticks in just 5 minutes, becoming a clear example of the power of Chinese influencers. This phenomenon demonstrates that brands cannot ignore the power of Chinese influencers.
Many people may wonder what Chinese internet idols are and how they differ from typical influencers. The answer is that Chinese internet idols, or "Wanghong (网红)," are individuals with a large following on Chinese social media platforms such as Douyin, Weibo, and Xiaohongshu. Their key strength lies in their ability to generate direct sales through live streaming and product reviews, which have a greater influence on purchasing decisions than traditional advertising. Therefore, using Chinese internet idols to review Thai products is something Thai businesses should consider to gain acceptance from Chinese consumers.
Chinese Influencers: The Real Deal in the Asian Digital Market
Chinese influencers are not limited to mainland China but also play a significant role in East and Southeast Asia, thanks to their massive followings and ability to create trends across borders. For Thai brands, collaborating with Chinese influencers is crucial for building credibility, as Chinese consumers value "reviews from trusted individuals" more than conventional advertising. Furthermore, if the influencer is an expert in a specific field, such as beauty, health, or travel, their influence on followers' purchasing decisions is even greater.
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Who are Chinese KOLs (Key Opinion Leaders)? Why are they so influential among consumers?
KOLs, or Key Opinion Leaders, are individuals with knowledge, expertise, and influence over purchasing decisions in the Chinese market. They range from celebrities, actors, YouTubers, and internet influencers to experts in specific fields such as dermatologists, beauty bloggers, or food reviewers. Chinese KOLs are particularly powerful because Chinese online communities are built on a closed system. Major platforms like WeChat, Weibo, Xiaohongshu, and Douyin have systems that continuously expose followers to content, resulting in KOL opinions having a significant impact on consumer behavior.
If you ask how important Chinese KOLs (Key Opinion Leaders) are to marketing, the answer is that they not only create brand awareness but also influence consumer trust and purchasing decisions. In short, utilizing the services of Chinese KOLs can boost sales for Thai brands.
Choosing the right Chinese influencers for Thai products.
Many Thai brands often face the problem of choosing influencers who are not a good fit for their products, resulting in a failure to achieve the expected results. Therefore, a strategy for selecting Chinese influencers that are suitable for your product is crucial. Things to consider when choosing Chinese influencers include:
- For food products, the target audience should be KOLs (Key Opinion Leaders) who create food review content and have a fan base of foodies or travelers.
- Platforms that utilize Douyin are suitable for fashion and beauty products, as they allow for the use of Douyin influencers. In terms of marketing, Xiaohongshu (RED) excels in user reviews, making it ideal for lifestyle and travel products. Therefore, brands can market through it. Xiaohongshu review To build credibility, it's crucial to choose wisely. Chinese internet idol To be suitable for each platform
- Follower size (Tier): Mega Influencers can generate broad awareness due to their large follower base, while Micro Influencers tend to provide better engagement because their followers feel closer, more approachable, and more trustworthy.
- Credibility – Choose reviewers who are honest, sharing their genuine and natural experiences without exaggeration. This builds trust with followers and fosters long-term confidence in the brand.
China Influencer Marketing: Strategies for Reaching Chinese Customers
- The following are China Influencer Marketing strategies that Thai brands should use:
- Utilizing Live Commerce: Live streaming for product sales is one of the most powerful strategies in China because consumers trust real-time recommendations and enjoy participation. This makes Chinese marketing through KOLs (Key Opinion Leaders) and Live Commerce a crucial aspect of social commerce that businesses need to plan carefully.
- Creating Storytelling: Collaborating with Chinese influencers is crucial because Chinese consumers value products and the stories behind them. Thai brands should tell stories about Thai ingredients, quality, and unique Thai identity.
- -Work with Multi-Influencers: You don't need to rely solely on big KOLs. It's better to work with KOCs (Key Opinion Consumers) who are ordinary consumers with genuine reviews to increase credibility.
- Connecting with Chinese festivals: such as Singles' Day, Double 11 (Double Hundred Years) with influencer sales, or the 618 Festival, a popular Chinese online shopping festival because it's the peak period for online sales, according to... daxueconsulting It was reported that by 2025, the 618 shopping festival generated a total gross merchandise value (GMV) of 8.6 trillion yuan (RMB), a 15.2% increase compared to the previous year. Collaboration with influencers during this period significantly boosted sales, demonstrating that leveraging Chinese KOLs (Key Opinion Leaders) was a crucial tool for brands to achieve exponential sales growth during the 618 festival.
Lessons learned from Chinese influencers: The key to driving Thai brands into the Chinese market.
Due to the growth of the Chinese digital market. Chinese Influencer and KOL Therefore, they are more than just presenters; they are stewards of online marketing. If Thai brands want to penetrate the Chinese market, understanding consumer behavior and making choices is crucial. China Influencer Marketing for International BrandsAppropriate marketing strategies, aligned with Chinese platforms, are key to boosting sales, increasing brand awareness, and building long-term trust.
Chinese marketing isn't just about advertising; it's about building "trust" and... Chinese Influencer This serves as the best bridge to bridge this belief. If Thai brands can effectively adapt this strategy, success in the Chinese market will be within reach.
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