The power of influencers in China: the ultimate guide to KOL marketing

Are you trying to make a breach in the Chinese market? Do you know KOL? They are the most-che-influencers that can take off your business. Find out how to identify them and collaborate with them to conquer the Chinese market!

In China the year of the Dragon has just begun and the activities are about to resume their frenetic rhythm after the period of celebration of the Chinese New Year.

If your goal is to explore the Chinese market, there is a secret weapon that you must know: KOL Marketing, or the Influencer Marketing.

In China, influencer power is an epic proportion phenomenon, it is an estimated value market of billions of yuan and for which further growth is expected in the coming years.

But why do influencers have so much power in China?

The answer lies in the very nature of Chinese society, where social reproach is a fundamental aspect in consumer decision-makingIt is based on the idea that people tend to look at others to confirm what is acceptable or desirable. In a market context, this results in the fact that Chinese consumers seek external signals of approval before making purchase decisions.

This concept is closely linked to the Chinese cultural concept of “saving the face”Losing face in China means losing dignity, honor or reputation in front of others. In a society where social harmony and respect are extremely important, losing face is an event to avoid at all costs. Therefore, Chinese consumers are very careful about what they buy and who buy it.

So when a brand is associated with a well-known and respected influencer, Chinese consumers see this as a sign of prestige and reliability, which can positively influence their purchasing decisions.

In this article we will be able to identify the world of KOL (Key Opinion Leader), exploring what distinguishes them from common influencers and how they can take off your business.

INDEX

What is a KOL and what differentiates it from a Western influencer?

The term influencer in China is used with a broader sense to designate creators of digital content of different nature, which have an influential online presence, but without necessarily focusing on a specific niche.

I Chinese KOL – i.e. Key-Opinion-Leader – This means that their audience is made up of people who are genuinely interested in the subject and the products promoted. Unlike Western influencers, KOLs have a deep knowledge of their sector and have a particularly high credibility among their followers.

So, while a Western influencer may have a wider but less focused follow-up, a Chinese KOL tends to have a more focused and targeted fan base for a specific interest.

But what are the concrete advantages for Italian companies to collaborate with Chinese KOLs?

Instant belief: Thanks to the established reputation of KOLs within their market niche, your brand could gain instant credibility among the Chinese public, accelerating the penetration process in the market.
Accurate targeting: KOLs have a highly targeted follow-up, consisting of genuinely interested individuals in their field of expertise. By collaborating with them, you can achieve exactly your audience of reference, thus increasing the probability of conversion.
Scalability: As KOLs operate mainly online, marketing campaigns involving these figures can be easily scalable and adaptable to different digital marketing strategies.
Access to local culture: Working with Chinese KOLs gives you the opportunity to gain an intimate understanding of local culture and trends, allowing you to more effectively adapt your marketing strategy to the Chinese market.

KOL Marketing in China: how to choose the right partner for your company

The Chinese Influencer Marketing system is much more structured than the Western one, and KOLs are different categories depending on what is their follow-up on social channels.

Before you hire a KOL, it is essential to keep in mind what your business and strategic goals are. KOL with a wide follow (We talk about millions of followers) can ensure immediate visibility to your products, not always represents the best choice for a long-term target loyalty strategy.

Relying exclusively to very popular individuals may not guarantee a relationship of trust and personalization with their audience. It is essential to consider the importance of investing in lasting partnerships with influencers that are real experts in your industry and able to convey the values of your brand. In fact, it is rare that a KOL that addresses a very wide audience can create a relationship of trust and personalized with its followers.

The best way to match your target and find new buyers?

Forget sponsorships a tantum and invest in lasting partnerships with influencers who are really experts in your industry and able to convey the values of your brand.

Although the purpose of influencers' activities is known to their followers, reviews must appear absolutely spontaneous, otherwise they risk being perceived as unfair advertising by their followers.

The opinion of KOL ultra-specialized In a specific subject, it is considered authentic with much more ease. Their audience, in fact, is constituted almost exclusively by individuals really interested in the published content and who tend to trust more willingly than the recommended products.

The KOL and Live Streamers market

In addition to the growing popularity of KOLs, the Live Streamers landscape has experienced rapid expansion, especially in the pre-pandemic context. These content creators manage to involve their audiences in real-time video transmissions, providing an interactive and engaging shopping experience.

The success of Live Streamers influencing purchasing decisions is undeniable, as their sales videos are a powerful leverage to stimulate sales. This marketing mode is based on trust and authenticity, two key elements for consumer involvement.

But what makes Live Streamers so effective?

Their main skill lies in the ability to do storytelling: they can tell the brand, its history and make the products look unmissable with extreme ease. Often, the content in Live Streaming of KOLs are published directly on e-commerce platforms, making it very simple and quick to purchase the products just discovered.

Thanks to their ability to connect emotionally with viewers, Live Streamers can transform the simple product display into an engaging shopping experience.

One of the advantages of this sales system is its extreme versatility. There are video and KOL that deal with the most diverse sectors: from fashion and beauty in the first place, to Food & Beverage, to technology...

The phenomenon also brought a new figure to the fore: the KOC (Key Opinions Consumer), i.e. consumers and customers of a brand that started publishing video-reviews live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live live The impact of their opinion is certainly notable: they have a poor follow-up and are not paid, which is why they appear more honest than any KOL.

KOL Marketing is now one of the most effective sales strategies in China. The only knowledge of the phenomenon could not be enough, since Chinese culture is very different from ours.