What we know about influencers in China

This article summarises the insights from a series of key papers about influencers in China who have a huge market which requires an effective strategic approach, bespoke content and local considerations to build consumer loyalty and access hard-to-reach consumers.

As the power of traditional celebrity endorsement declines, influencer marketing in China has come to the fore. There is no one-size-fits-all approach to influencer marketing in China and brands must choose an appropriate endorsement strategy that considers brand positioning, ideals, and goals. Influencer marketing in China can deliver vast reach, allowing brands to access ‘hard to get' demographics and increase the engagement levels of their campaigns.


An influencer, key opinion leader (KOL) or key opinion consumer (KOC)is an individual who has above-average reach or impact through word-of-mouth or social media reach. Influencers are often highly knowledgeable about...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands