Chinese Influencers Marketing Strategy: Find out what suits you best
Looking around the globe, China is probably the market that relies on influencers and celebrities the most. The fierce competition and picky customers in this market are pushing brands, marketers, influencers and platforms to test and innovate their strategy and services at an unprecedented speed.
We would like to introduce you to some typical ways to collaborate with Chinese influencers (also known as KOL) and help you find out which suits you the best.
Starter: First the platform, then the influencers
Growth stage: Find the one that matches your brand from body to soul
For example, cosmetics are generally considered to be made for girls, but young cosmetic brand Perfect Diary collaborated with male actor and singer Luo Yunxi, Zhu Zhengting, etc. Some people criticize that these male celebrities look too “girly” and that’s a bad influence, but it’s just what the brand wants to express - be yourself and “Set No Limit for Beauty / 美不设限”, that everyone has equal rights to look pretty no matter the gender.
This August, Chinese people were surprised to find that Wang Fei, a legendary singer, became the global brand ambassador of a young and hardly-known female lingerie brand NEIWAI. Wang Fei is the symbol of confidence, sincerity, tenderness with feminine strength, which is perfectly in line with the brand’s value: “No body is nobody” “clothes can cheat your eyes, but lingerie must be honest to your body”. The slogan “everything is just fine, feeling at ease from the inside out” even took inspiration from one of Wang’s famous songs.
Pro: Immersive IP collaborationAnother popular way is through IP collaboration with reality shows or series. For example, the most successful show of this summer - Sisters Who Make Waves - scoring 1.4 hundred million view counts in the first hours of launch, gave the 18 sponsoring brands a much stronger traffic and exposure than ever expected.
The Sisters using and recommending sponsored cream: it’s said to contain ginseng extract.
The Sisters having Oreo as dessert after one day’s training
This chart compares the popularity of each "sister" before and during the show. Popularity here stands for increase amount of active users (after removing duplications).