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Social media platforms are the gateway to KOL marketing. According to Accenture, up to 70% of the Chinese were born after 1995. They prefer to buy products directly through social media over other channels. In the rest of the world, this stands at 44 percent. In addition, McKinsey China says 50 percent of mainland digital consumers use social channels to conduct product research or get recommendations.
When it comes to social commerce, taking full advantage of what China’s popular platforms have to offer is one way to make an impact with KOL campaigns. While it varies by sector, some apps work better with KOLs than others, generating more Media Impact Value™ (MIV®) in return.
For example, Xiaohongshu had 42 percent more circulation for major beauty brands than for major fashion accounts, while the latter had a 58 percent share on Weibo. If we take Tom Ford Beauty, their MIV® circulation is 67 percent MIV® on Xiaohongshu and 24 percent on Weibo, while Burberry Fashion has 55 percent on Weibo and 20 percent on Xiaohongshu. Beauty naturally gets a strong voice on platforms like Xiaohongshu, which allows more space for educational content such as beauty tricks, styles, trends, or product reviews.
Burberry and Tom Ford Beauty Official Account Pages on Xiaohongshu. Photo: Screenshots
It is interesting (though not surprising) that the trends for domestic players are different. Beauty companies outperform fashion by 69 percent on MIV® on Duin. Perfect Notebook, for example, is 96 percent ahead of sportswear giant Li-Ning in MIV® distribution on the app. Alternatively, fashion houses saw a 68 percent increase in MIV® circulation on Weibo – local clothing brand Shushu/Tong has a 49 percent increase on MIV® compared to its friend in the beauty sector. Short-form video platforms like Doyin have also proven to be aesthetically pleasing as KOLs and creators have more freedom over the type of content shared and the content can be easily digested by the audience. Duein is a leader in its field and the domestic companies that use it naturally understand its power.
Taking it a step further, if we examine campaigns featuring KOLs, these generate 85 percent more MIV® than high fashion apparel. Look at Lancôme, which created MIV® 152 percent more than Chanel Fashion. Interestingly, this gap was wider among local businesses; Globally, Chinese beauty facilities produce nearly nine times the MIV® of their counterparts in fashion, with Florasis’ MIV® 20 times greater than Icicle’s. This goes hand in hand with the growing number of beauty brands in the country today. Oushiman (OSM) demonstrates this well. The group generated USD 13.3 million (RMB 92.1 million) in MIV in Q1 2022 compared to USD 1.4 million (RMB 9.7 million) domestically in Q2 2022, an impressive growth of 848 percent in one year. In comparison, Chinese fashion lines have not seen the same treatment, as the market is dominated by Western competitors.
Finding the right platform and right KOL for a campaign can be a long and difficult journey. This makes it even more important to always keep the campaign goal in mind. Whether you’re driving sales, raising awareness or building brand image – keep the vision clear.
This is an op-ed article that reflects the views of the author and does not necessarily represent the views of Jing Daily.
Kim Letts is MD of APAC at Launchmetrics.
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