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China’s KOL economy: Shaping the conversation for western brands

Whilst names such as Li Jiaqi and Weiya may not mean much to the average western consumer, they wield astounding influence in the China market. As prominent key opinion leaders (KOLs), they’re an integral part of a phenomenon that’s transformed Chinese social media and marketing.

One 2018 report placed the value of the Chinese KOL marketing industry at over RMB 100bn and the sector has only grown since then. Today, over 80% of Chinese consumers (who follow at least one KOL) report purchasing products endorsed by influencers. As traditional magazine and television advertising falls out of favour – reliable and trustworthy KOLs are ever-more influential.

With millions of followers and high levels of trust, unlocking the potential of China’s KOL economy is essential for brands in the China market.

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