Why influencer marketing is a $9b industry in China

INFLUENCER marketing has taken the world by storm in recent times and brands realize the power of engaging with customers through influencers as part of their digital marketing campaigns. Generally, influencers are people who shot to fame one way or another, allowing them to amass a substantial number of followers on social media platforms such as Instagram, Facebook, and Twitter. But in China, the influencer marketing industry is in a whole different league altogether.Chinese influencers otherwise known as Key Opinion Leaders (KOLs) are made up of columnists, socialites, photoblogger, and video producer. They use local platforms such as Weibo, WeChat, Douban, and Douyin and act as advocates for brands they choose to work with. One of China’s most prominent KOLs in the sphere of fashion is Becky Li. She partnered with American fashion house Rebecca Minkoff to promote a limited edition purse three years ago, after quitting her day job as a reporter to turn to full-time blogging.