As the second largest economic entity in the world, China is still a relatively unexplored market for many foreign brands.
Given the differentiation between Western and Chinese social media ecosystems, many may ask how to approach target audience efficiently within shortest time in China? The answer is 99% likely to be – work with Chinese influencers.
According to 2017 Digital Commerce Trends Report, 72% of brands interviewed in China indicated that they would continue to focus on social media marketing, while 63% revealed they would enhance their collaboration with influencers in terms of product or brand promotion because they believe in the ROI (Return on Investment) of influencer marketing.
Although KOLs’ real influence has always been doubted due to suspicions on their KPI, it cannot dim their popularity among various brands. In this article, we will discuss the conspicuous phenomenon that Chinese bloggers sell so well on social media like no KOL abroad can from two perspectives: Chinese users and the commercialization of Chinese influencer marketing.
Article by: Ashley Galina Dudarenok