Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Influencer Marketing in China

What You Need to Know About KOLs, Wanghongs and the Platforms They Use

About This Report
Influencer marketing operates differently in China than in other markets, mainly due to its unique social platforms. For one, influencers are known as key opinion leaders (KOLs), and an ecosystem of incubators and handlers can help turn an ordinary person into a KOL.
Table of Contents

Marketers need to consider the uniqueness of China’s social platforms when planning an influencer marketing campaign. Those entering this market should know the top digital platforms for influencer marketing and how they operate, how different generations use social media and how they engage with influencers.

  • WeChat, Weibo, Douyin, Xiaohongshu, Meipai, Tmall and Taobao are some of the leading platforms to consider for influencer marketing campaigns.
  • Influencers such as A-list celebrities may be better at driving brand awareness, while key opinion leaders (KOLs), online celebrities and other microinfluencers engage consumers in a deeper way.
  • One study showed that 68% of consumers in China say their shopping choices are influenced by social media.
  • Product recommendations from influencers have the most impact on millennials and Gen Z in China.
  • Luxury consumers in China look to influencers when making purchase decisions.
  • While regulations on disclosure of brand sponsorships on social media do not exist, marketers should be mindful of censorship rules imposed by the government that restrict types of content.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

7expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. The Influencer Economy in China
  2. Influencers Help Cut Through the Clutter
  3. A Complex Industry that Is Rapidly Evolving and Professionalizing
  4. What Are the Most Popular Platforms?
  5. Live Streaming as the New Way to Shop
  1. Influencing Millennials and Gen Z
  2. Luxury and KOL Collaborations
  3. Regulations that Affect KOL Marketing
  4. Key Takeaways
  5. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Interviewed for This Report

Lauren Hallanan
China Influencer Marketing Podcast
Consultant, Podcast Host and Writer
Interviewed June 1, 2018
Humphrey Ho
Managing Director
Interviewed May 29, 2018
Anita Leonelli
Interviewed June 13, 2018
Mark Tanner
China Skinny
Founder and Managing Director
Interviewed May 29, 2018
Maggie Wang
Senior Vice President, Social and Insight Analytics
Interviewed June 19, 2018
Elijah Whaley
Interviewed June 7, 2018
Elaine Wong
Double V. Consulting
Interviewed June 19, 2018


Man-Chung Cheung


Jasmine Enberg
Senior Analyst
Jennifer Jhun
Research Director, International and Special Projects
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client