About this series

The WARC Spotlight China series focuses on a timely industry topic facing brands in the market. It comprises a capsule collection of commentary, tackling the topic from a range of angles. Contributors to the series are industry experts with first-hand knowledge of the market in focus, offering current on-ground insights to what’s working or developing.

Harness the power of KOLs and KOCs

It is crucial to understand the influence of KOLs and KOCs from seeding all the way to converting to win the fierce battle of Chinese marketing. Amid the challenge of China's increasing social media fragmentation, China's advertisers will be occupied with achieving three-fold goals of KOLC marketing: seeding (74% in a Miaozhen survey focus on this), product promotion (65%) and sales conversion (64%). Strategising across the entire value chain will help brands grow in 2023, but before that, they need to think about how to find matching influencers, including virtual ambassadors, as well as how to measure the impact of influencer investments. Affectionately known as 'grassplanting' in Chinese, this will also play out this year as social commerce gradually solidifies its presence in the marketplace.

More Spotlights


Harness the power of KOLs and KOCs (Chinese)

March 2023
The melee of leveraging influencers as a marketing strategy in China


The Economic Aftermath of 'Long COVID' (Chinese)

July 2022
Taking stock of China's state of marketing in the 'Long COVID' era


China's Covid Response (Chinese)

May 2022
A marketer's battle against the Omicron variant of COVID-19


China: Outbound (Chinese)

Feb 2022
Synergistic ideas for Chinese brands going global


From Omnichannel to Omnipresence

December 2021
Shows how brands can level up in the ‘new retail’ movement


DTC (Direct-To-Consumer) Disruptors

June 2021
Being fluid and innovative make DTC brands more than just fads

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Crafting Culture-Relevant Marketing

December 2020
The key to resonant marketing in China: cultural sensitivity

Growth equation

The changing growth equation in China

May 2023
Is it the end of the "demographic dividend"?