(Source: https://pltfrm.com.cn)
Introduction
China’s influencer marketing landscape has seen rapid changes in recent years, driven by the rise of new platforms and shifts in consumer behavior. In this article, we explore key trends shaping the influencer marketing space and how brands are leveraging these trends to build deeper connections with Chinese consumers.
1. The Rise of Short-Video Platforms
1.1 Domination of Douyin and Kuaishou Short-video platforms like Douyin (China’s TikTok) and Kuaishou have taken center stage, with millions of daily active users. Brands are utilizing these platforms to connect with a younger, content-hungry audience through creative, short-form videos. Collaborating with influencers on these platforms allows brands to tell engaging stories in a format that resonates with Gen Z and millennials.
1.2 Live Streaming for Direct Sales The integration of e-commerce with live streaming has revolutionized influencer marketing. Influencers are hosting live streams to promote products in real-time, offering discounts and answering consumer questions. This approach fosters trust and encourages impulse buying, especially during large sales events like Singles’ Day.
2. Micro-Influencers Gaining Ground
2.1 Localized Influence While mega-influencers often command attention, brands are increasingly turning to micro-influencers with smaller but highly engaged audiences. These influencers often focus on niche areas and have a deep connection with their followers, making them more effective for localized campaigns.
2.2 Cost-Effective Engagement Partnering with micro-influencers is cost-effective for brands that want to reach specific consumer groups without a hefty price tag. These influencers are more affordable, and their content tends to feel more authentic, resonating well with followers who value personalized recommendations.
3. Authenticity and Content Diversification
3.1 Shift Toward Relatable Content Chinese consumers are becoming more discerning, valuing authenticity over polished, commercial content. Influencers are shifting toward relatable, behind-the-scenes content that feels genuine and offers a more personal glimpse into their lives. Brands that align with influencers who provide value-driven content build greater trust with their audience.
3.2 Diversified Content Formats Besides short videos and live streams, influencers are experimenting with other formats like mini-blogs, product reviews, and interactive polls. This diversification helps brands reach different segments of their target audience and keeps the content fresh and engaging.
4. Integration with E-Commerce Platforms
4.1 Seamless Shopping Experience Influencers on platforms like Xiaohongshu (Little Red Book) are combining content creation with direct links to e-commerce platforms like Tmall and JD.com. This seamless integration allows consumers to buy products directly from posts, creating a smooth path from discovery to purchase.
4.2 Collaborations with E-Commerce Giants Major platforms like Taobao have their own network of influencers (Taobao live streamers) who are well-versed in selling through entertainment. Brands are increasingly tapping into this ecosystem to reach wider audiences during shopping festivals.
Case Study: Perfect Diary’s Rise Through Influencer Collaboration Perfect Diary, a local Chinese beauty brand, skyrocketed to success by leveraging influencer marketing, particularly through partnerships with micro-influencers on platforms like Weibo and Xiaohongshu. These influencers created user-generated content that resonated with Chinese consumers, emphasizing the brand’s quality and affordability. Perfect Diary’s influencer-driven strategy helped it become one of China’s top beauty brands in a relatively short period.
Conclusion
Influencer marketing in China is continuously evolving, with trends shifting toward short videos, live streams, and micro-influencers who provide authentic and relatable content. Brands that capitalize on these trends will find success in a competitive market.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
