Building an influencer strategy in China: Behind the US$8 billion industry
China's online influencer market may be worth an estimated US$8 billion this year, but marketers are only starting to skim the surface of it.
"Brands don't get it properly," said VS Media CEO, Ivy Wong, of the growing phenomenon.
"Once brands do, I think the market will be much bigger."
And it's in the interests of marketers to move quickly: Wong predicted China's online influencers (known as Wang Hong in China) will be worth US$12 billion next year.
Naysayers may think of the online...