Undoubtedly, mainstream influence for marketing is instrumental for brand awareness and sales, especially in most countries, but hardly in China.
Expanding your business in China will require you open mindedness to new strategies. Among others, you have an understanding of how influencers can help grow your brand.
You may have an existing roster of influencers on YouTube, TikTok, and Instagram. However, the mainstream influencer marketing plan will not easily translate in the Chinese market.
A sought-after big player authentic influencer marketing: key opinion leaders. In almost every industry, KOLs play a significant role in scaling and the man in the job for penetrating China.
It's easy to underestimate the uniqueness of influencer marketing in China. First, China has empowered its KOLs on the country's unique set of social platforms. Second, China KOLs are not your usual influencers. They are highly regarded by consumers
, which more significantly affects their purchasing decisions.
Are China KOLs more influential than their mainstream influencer counterparts? If so, why? What can the global community learn from them?
In a sense, Key Opinion Leaders (KOL)
are similar to "influencers." However, Chinese KOLs are different from their influencer counterparts partly thanks to their professional qualifications
Let's break it down.