How Everyday Consumers are Becoming China’s Most Effective Brand Advocates

(Source: https://pltfrm.com.cn)

Introduction

In China’s evolving digital landscape, brands are shifting attention from mega-influencers to grassroots voices—Key Opinion Consumers (KOCs). These everyday users hold high credibility with their peers and are driving purchase decisions through authentic content. For overseas brands seeking to localize, leveraging KOC marketing is not just cost-effective, it’s strategically powerful. Here’s how to make it work.

1. Understand What Sets KOCs Apart

Micro-Influence, Macro Trust:
KOCs often have a few hundred to a few thousand followers, but their content is perceived as unbiased and real. Unlike polished KOLs, KOCs come across as honest consumers sharing personal experiences.

Organic Community Engagement:
KOCs typically operate within niche WeChat groups, Xiaohongshu comment threads, or local interest circles. Their reach may be smaller, but the engagement is deep and trust-based.

2. Develop a Scalable KOC Recruitment Model

UGC Campaigns with Clear Incentives:
Encourage KOCs to generate content in exchange for samples, coupons, or early access. Clear CTAs and easy sharing mechanisms help scale content generation across WeChat and Xiaohongshu.

Leverage Product Seeding Tools:
Use SaaS platforms or CRM-integrated systems to distribute products, track post-performance, and identify high-performing KOCs for repeat engagement.

3. Create Briefs that Empower KOCs, Not Control Them

Flexible Content Guidelines:
Provide a general framework (key messages, dos and don’ts), but let the KOCs speak in their own voice. Over-branded or scripted posts reduce authenticity.

Visual and Copy Templates as Support Tools:
Help less-experienced users by offering optional templates for visuals or suggested captions that preserve their personal tone.

4. Use KOC Content Across Multiple Channels

Repurpose UGC for Ads and Storefronts:
High-performing KOC content can be re-used on your brand’s Xiaohongshu store page, Tmall listings, or even livestream screens as social proof.

Build a KOC Hub for Long-Term Advocacy:
Create a branded content hub or campaign page featuring select KOC content. This not only boosts SEO but also encourages more participation.

5. Case Study: A French Body Care Brand Grows Word-of-Mouth via Xiaohongshu KOCs

A French personal care brand used product sampling and micro-content competitions to activate 300+ Xiaohongshu KOCs. Each user posted honest, photo-rich reviews, resulting in 18,000+ combined engagements and driving a 24% lift in search volume on Xiaohongshu over two months. The brand then reused the best content on its Tmall store, significantly boosting conversions during a Double 11 promotion.


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!
info@pltfrm.cn
www.pltfrm.cn


发表评论