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China’s influential economy is growing at lightning speed, outpacing the rest of the world. of National Bureau of Statistics It estimates that the KOL (Key Opinion Leader) market size will exceed $1 trillion (RMB 6.7 trillion) by 2025, a fivefold increase from 2020’s $210 billion (RMB 1.3 trillion). Considering that the US influencer market is standing still, these numbers are impressive 4.14 billion dollars In 2022
KOLs are a key way for brands to market to local consumers and drive sales in the world’s second largest economy. According to the Chinese information and influential platform PJdaren’s 2023 report, despite a challenging macroeconomic environment and multiple lockdowns in China, 58 percent of brands surveyed said they will spend more on KOL marketing in 2022 than last year. Additionally, more than 35 percent of brands interviewed said they will spend more than $240,000 (RMB 3 million) on their KOL marketing budgets by 2022.
Today, influencers are an important vehicle for brands to strengthen their image, build trust with consumers, create awareness about new product launches, and generate sales conversions. over here, Jing Daily It presents some of the luxury and fashion influencers that will show China’s influencer market trends in 2023.
Savi Sui (@Savislook)
Savvy Sui is best known for her vintage, effortless style. Photo: Xiaohongshu
Weibo: 4.2 million followers
Xiaohongshu: 413,000 followers
Doyin: 200,000 followers
Instagram: 265,000 followers
Known for her purple, effortless, no-nonsense look, homegrown influencer Savvy Sui has built a strong visual identity that sets herself apart from other fashion KOLs. “For aspiring bloggers, one thing to keep in mind is that you are irreplaceable,” says Sui. Jing Daily. Although her following is not as big as some international stars, her unique and understated style is loved by many leading luxury houses and top fashion brands. In recent years, big names like Nanushka, Ghani, Mansoor Gavriel and Misoma have collaborated with KOL for their first Chinese campaigns.
Judgment: Micro-influencers are entering the scene and taking market shares away from established major names. “Brands are relying on KOCs (key opinion consumers) more than ever. Attracted by their reliability, affordability and performance, most brands have scaled up influencer marketing programs featuring KOC in 2022. Additionally, 71 percent of brands surveyed responded that they integrate new KOCs with each campaign.
Meng Zhang and Pablo Zhang (@ahalolo /@ahalolomay)
Meng Zhang and Pablo Zhang are famous for their runway reviews. Photo: Xiaohongshu
Xiaohongshu: 236,000 followers
Bilibili: 1 million followers
Youtube: 163,000 followers
Instagram: 70,500 followers
The popularity of the Chinese fashion influencer duo is different from the usual influencers who gain fame by posting cute looks or amazing shopping trips. Flood court It can mostly be taken from their fashion runway reviews on YouTube, Weibo, and Blibly. Their videos challenge traditional fashion critiques – often using vague or flowery language – making luxury homes more accessible through gossipy, casual conversations. So far, famous houses like Dior, Yves Saint Laurent and Balenciaga have all appeared on their channels.
Judgment: Demand-driven platforms such as short video apps Duyin and Kuishu, lifestyle applet Xiaohongshu and vlog portal Bilibili are taking over from traditional social and messaging sites Weibo and WeChat to become brands’ most preferred channels for influencer collaboration. More than half of the brands surveyed by PJdaren shared that they will increase their overall influencer investment in the aforementioned channels.
Cici Xiang (@Butterfly outside empty chrysalis / @cici_xiang)
Chinese supermodel Cici Xiang has fronted campaigns for Gucci and Prada. Photo: Xiaohongshu
Weibo: 2.5 million followers
Xiaohongshu: 279,000 followers
Instagram: 360,000 followers
Chinese supermodel and influencer Sissy Xiang’s natural good looks make her one of fashion’s most sought-after faces, featuring in recent Gucci, Prada and Chanel campaigns. During Spring 2023 Fashion Week, Ferragamo flew Xiang to Milan to see Maximilian Davis’ debut show. Besides modeling and social media, she has another label: an artist. In the year Her diverse roles, interests and connection to art make her a multi-faceted ambassador for a selection of high-end names.
Judgment: “Brands rely on brand affinity and engagement rates to decide which influencers to work with,” says Pijdaren’s report. Although good influencers have a relatively limited fan base, they can help brands reach highly targeted followers who appreciate their beauty and are highly loyal.
Zola Zhang (@原是西门大娈)
Zola Zhang has nearly 10 million followers on Weibo and Douyin. Photo: Xiaohongshu
Weibo: 6.1 million followers
Xiaohongshu: 735,000 followers
Doyin: 2.87 million followers
Thirty-five-year-old Zola Zhang is a top WeChat KOL who has successfully integrated influencer marketing with WeChat e-commerce sales. She has established a strong presence on Weibo and Douyin, boasting nearly 10 million followers across platforms. She is known for her collaborations with fashion and beauty brands Portes, Valentino, Guerlain and Lancôme. According to data agency Launchmetrics, her social media post on Weibo for Guerlain earned $192,000 (1.3 million RMB) in Media Impact Value.
Judgment: China is expected to become the largest beauty market by 2023. In this sense, brands are trying to carve out positions in the growing market with the help of key drivers: KOLs and KOCs. Lin Lin Jacobs, CEO of CIBE, the Mainland’s largest international beauty fair, said, “The domestic beauty market and consumer behavior has changed to become the most well-informed, sophisticated and demanding in the world. The rise of beauty influencers has allowed Chinese consumers to educate themselves with online content. Before buying a new product, check online reviews from your favorite KOLs and KOCs.
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