Over the last years, social media influencers have become a very important tool for brands in order to improve the brand awareness among Chinese consumers.

Influencers are people who exert an influence over potential customers and may affect the consumers’ purchasing decision in a significant way.

Social media influencers are everywhere, and they are talking about your brand. They are people who have an active presence and a huge number of followers on social media networks.

For any brand seeking to increase their presence in China, utilize online influencers or key opinion leaders (KOLs) is an effective strategy. Influencers could be bloggers, celebrities or people who have great presence on social media platforms and a vast amount of followers.

For brands it is very important locate these people because they can help them to reach the masses in China and exert influence on them in brand’s benefit. Influencers are also vital to rapidly increase the brand awareness. However, the brands must choose credible, respected and trusted influencers in order to strengthen their reputation.

Son Qiang influencer

The role of influencers is recommend products or brands across their online communities. Due to their popularity, Chinese consumers will follow their product recommendations and they will purchase them.

Over the last years, the ease with which people can share their opinions through social media platforms, blogging, and microblogging sites has boosted the emergence of influencers and opinion-formers.

Create a relationship with them is invaluable for promoting your brand. However, it is necessary to develop a strategy to manage the bloggers and KOLs. Some of the most popular KOLs in China are Song Qian, He Jiong, Han Han, Han Huohuo and De Day.

What are micro-influencers?

Nonetheless, it has emerged a kind of influencers that are most effective for brands, the micro-influencers.

They are people who have developed a relatively small, but devoted audience to their opinions. As opposed to celebrities and KOLs who court with brands mainly for money, micro-influencers do it for passion.


Normally, micro-influencers speak to a local and regional audience. They are more effective for companies looking to promote their brands in second- or third-tier cities.

Actually, the majority of online influencers in China are focused on style and fashion, however there are some specialist that can be very useful in other segments. For example, influencers specialized in wine are very helpful for consumers who don’t know too much about wine and look for advice.

Another area in which micro-bloggers are proving useful for brands is in travels. Travel bloggers are very popular in China and they have the power to promote travel destinations and hotels among Chinese tourists. “Beijing Laoxia” (北京老夏), a Chinese travel blogger has around 32.000 followers and nearly 100.000 views in each post.

travel influencer

The reality is that micro-influencers have a small group of followers compared to KOLs, but they can have a big influence over their dedicated follower base.

Brands must add those effective micro-influencers on their marketing strategies in order to reach and engage a huge audience. In order to find micro-influencers, brands have to make an exhaustive search on Weibo, WeChat, blogs and BBS.

If you are interested to improve your marketing online strategy, don’t hesitate to contact us.



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