KOL marketing

Influencer marketing in China is often the engine of sales; UK brands must adapt to thrive in its unique ecosystem China’s social commerce space revolves not around ambient influencer posts, but an intricate ecosystem where content, commerce and credibility converge. British brands stepping into this arena must unlearn much of what they assume about sponsorship in the UK and embrace the layered roles of KOLs (Key Opinion Leaders), KOCs (Key …

From Li Jiaqi to Kim Kardashian, it’s no secret that influencer marketing can be key to the success of consumer brands. But what do UK companies entering the China market need to know about its influencer marketing ecosystem, and how does it differ between the two countries? Most brands nowadays will be familiar with China’s unique social media platforms – WeChat, Weibo, Xiaohongshu, Douyin – and how they compare to …