(Source: https://pltfrm.com.cn)
Introduction
China’s Gen Z trusts influencers far more than traditional ads, making KOL and KOC partnerships a cornerstone for overseas brands. These collaborations deliver authentic endorsements that cut through skepticism and spark trends. Discover how to select partners and craft campaigns that turn influencers into powerful brand advocates for young Chinese audiences.
- Selecting the Right Influencer Tiers
1.1 Mid-Tier and KOC Focus Cost-Effective Authenticity: Partner with 100K-1M follower influencers or KOCs for relatable, trustworthy reviews. Gen Z prefers these over mega-stars for their perceived genuineness. Niche Alignment: Choose creators matching brand values, like beauty experts for cosmetics or gamers for tech. This ensures content feels organic to their followers.
1.2 Platform-Specific Matching Douyin for Dynamic Videos: Select energetic creators skilled in challenges. Xiaohongshu for In-Depth Reviews: Opt for lifestyle sharers excelling in notes. - Co-Creating Compelling Content
2.1 Scripted Yet Natural Narratives Experience Sharing: Provide products for honest usage stories, highlighting unique overseas features adapted to Chinese needs. This builds credibility. Interactive Elements: Include calls for fan participation, like comment-based giveaways.
2.2 Multi-Platform Amplification Cross-Posting Strategy: Start on one platform and repurpose for others, maximizing exposure across Gen Z habitats. - Measuring and Optimizing Performance
3.1 Key Metrics Tracking Engagement Rates: Prioritize likes, comments, and saves over views for true resonance. Conversion Tools: Use platform links to track sales directly from influencer content. - Building Long-Term Relationships
4.1 Ongoing Partnerships Ambassador Programs: Evolve one-off collabs into sustained roles for deeper loyalty. Gen Z follows consistent creator-brand alignments.
Case Study: A Canadian Wellness Supplement Brand’s KOL Campaign
An overseas wellness brand collaborated with health-focused KOCs on Xiaohongshu and Douyin for a “Boost Your Daily Energy” initiative. Creators shared personal routines incorporating the supplements, with transparent before-after stories and Q&A sessions. The authentic approach led to viral notes, high engagement, and a surge in e-commerce orders from Gen Z seeking natural health solutions.
Conclusion
Influencer-driven campaigns allow overseas brands to borrow trust and creativity, forging genuine connections with China’s Gen Z. Thoughtful partner selection and co-creation are key to campaigns that not only go viral but also convert.
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!
