Building an influencer strategy in China: Behind the USD8 billion industry

This article explores China's fast-growing influencer (Wang Hong) market and how brands can create effective KOL strategies, including monetization and choosing the right channels.

Building an influencer strategy in China: Behind the US$8 billion industry

Low Lai Chow

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...

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