Starting with influencer marketing in China can feel like stepping into an entirely new digital world—and in many ways, it is. With over 1.2 billion social media users, China is home to the largest and most active digital consumer base on the planet. Platforms like Douyin, Xiaohongshu have redefined how people discover products, engage with brands, and make purchasing decisions. For global companies, this presents a massive opportunity—but also a steep learning curve.
If you’re wondering how to start influencer marketing in China, you’re not alone. Many brands entering the market quickly realize that success requires more than just translating their content or copying Western strategies. The platforms are unique, the algorithms are localized, and the influencer (KOL) ecosystem operates with its own set of dynamics. Regulations can be complex, and cultural relevance is key.
That’s why we’ve created this beginner’s guide to influencer marketing in China—to help you cut through the noise and get a clear, actionable roadmap. From choosing the right platforms and creators to understanding campaign costs and planning your strategy, this guide is designed to give you the insights you need to launch your first influencer campaign in China with confidence.
Whether you’re a startup looking to test the waters or a global brand ready to scale, this article will show you the steps to start influencer marketing in China and how to do it the smart way—as part of a broader, localized China marketing strategy that builds long-term brand success.
1. Why Influencer Marketing Matters in China
In China’s highly digital and mobile-first society, influencers—also known as KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers)—play a central role in shaping consumer behavior. Unlike in many Western markets, where users may compare reviews across websites or rely on traditional media, Chinese consumers often look directly to influencers for product discovery, education, and trust validation.
Thanks to platforms like Xiaohongshu, Douyin, Weibo, Wechat and Bilibili content creators have evolved into trusted authorities whose opinions directly impact buying decisions. For international brands, especially those new to the market, influencer marketing in China is not optional—it’s essential. Here’s how it plays a critical role across various sectors:
For international brands, especially those new to the market, influencer marketing in China is not optional—it’s essential.
1.1 Beauty & Skincare
Why it matters: Consumers rely on influencers for skincare routines, product comparisons, and visible results.
- Xiaohongshu is the go-to platform for Gen Z and millennial women looking for honest reviews.
- Livestreams on Douyin drive impulse purchases for trending items.
Influencer marketing in this category builds credibility, demonstrates efficacy, and drives rapid sales conversions—especially during key shopping festivals.
1.2 Fashion & Lifestyle
Why it matters: Fashion trends move fast in China, and influencers are the style authorities.
- KOLs offer daily outfit inspiration, haul videos, and styling tips.
- Xiaohongshu excels at integrating lifestyle with commerce, building aspirational yet relatable content.
For fashion and Luxury Influence Marketing, starting influencer marketing in China helps localize your brand’s aesthetic, connect with high-value consumers, and create demand in real-time through trusted voices.
1.3 Food & Beverage (F&B)
Why it matters: Eating is social in China, and food influencers create visually engaging, mouth-watering content that drives offline and online traffic.
- Restaurant reviews and unboxing experiences go viral on Douyin.
- Niche KOCs on WeChat and Xiaohongshu share recipes and authentic brand stories.
Influencer campaigns here are great for building brand story, driving trial, and generating UGC (user-generated content).
1.4 Tech & Consumer Electronics
Why it matters: Chinese consumers do their homework—and trust influencers who test and compare products in real time.
- Bilibili and Douyin tech creators run reviews, setup guides, and performance tests.
- Trust is built through long-form storytelling and transparent evaluations.
This category benefits from educational influencer marketing that builds authority and reduces buyer hesitation.
1.5 Health, Wellness & Supplements
Why it matters: Health is personal, and consumers want advice from people they trust.
- Influencers explain benefits, compare ingredients, and share personal stories on platforms like Xiaohongshu and WeChat.
- Fitness KOLs on Douyin show how they incorporate supplements into their routines.
For new health brands, influencer marketing helps demystify the product and build long-term loyalty.
1.6 Travel, Hospitality & Experiences
Why it matters: Travel decisions in China are increasingly driven by influencers’ itineraries and hotel reviews.
- Xiaohongshu posts and Douyin travel vlogs inspire followers to book trips.
- Livestream hotel room tours and local experience videos help brands stand out.
Influencer content helps bridge the trust gap and showcase unique selling points, especially for overseas destinations or luxury experiences.
Whether you’re launching a beauty line, a new app, or a boutique hotel, influencer marketing for brands in China is one of the most effective tools to build visibility, credibility, and conversion. By leveraging the right platforms and working with KOLs that match your niche, you can turn local interest into loyal customers.
Want to dive deeper into influencer marketing in China?
Download our free eBook on influencer marketing in China—packed with platform insights, campaign tips, and real examples to help you get started with confidence.
2. Step-by-Step: How to Launch an Influencer Campaign in China
Launching an influencer campaign in China requires more than just selecting a few creators and hoping for the best. To achieve real impact, brands must understand the unique digital landscape, cultural expectations, and platform-specific behaviors. If you’re looking to enter the Chinese market successfully, you need more than visibility—you need a strategy that’s localized and data-driven.
Below is a step-by-step approach to help you plan, execute, and optimize a successful influencer strategy tailored to the Chinese market.
2.1 Define Your Goal and Target Audience
Before diving into platforms or creators, take a step back and define what success looks like for your brand. Are you looking to build brand awareness, drive app downloads, increase e-commerce in China conversions, or test a new product in the market? Having a clear objective will help shape your influencer strategy, content direction, and platform selection—ensuring your campaign is aligned with measurable outcomes.
Each objective will determine the type of content, influencer tier (KOL vs. KOC), and platform you should focus on. For example:
- Brand awareness → Focus on top-tier KOLs on Douyin or Weibo with high visibility.
- Product education → Use niche influencers on Xiaohongshu or Bilibili with trusted, long-form content.
- Sales conversion → Partner with livestreamers or KOCs on Xiaohongshu, known for high engagement, authenticity, and trust-driven product recommendations.
Equally important is understanding who your audience is in China. Their age, location, interests, and digital habits will help you fine-tune everything from your messaging to your influencer partnerships.
Clearly defining your goals and audience upfront is the foundation for any successful influencer marketing campaign in China.
2.2 Choose the Right Platform
In China, each social media platform plays a different role in the influencer marketing ecosystem. Understanding these differences is crucial to selecting the right channels, creators, and content formats for your brand—especially if you’re just getting started and want to avoid wasting your budget. Working with a social media agency in China can help you navigate these platforms more effectively and build a strategy tailored to local user behavior.
Here’s a breakdown of the best platforms to start influencer marketing in China:
Douyin
Best for short-form viral content, entertainment-driven engagement, and impulse purchases.
Douyin’s powerful algorithm and seamless integration with Douyin eCommerce make it ideal for campaigns with strong visual hooks and fast conversion goals. Douyin influencers leverage trending formats and livestreams to drive immediate action, making the platform a top choice for real-time product promotion and sales.
Douyin’s powerful algorithm and seamless integration with eCommerce make it ideal for campaigns with strong visual hooks and fast conversion goals. Influencers in Douyin play a key role in driving engagement through trending formats, challenges, and livestreams—often becoming the catalyst for real-time sales, especially during product launches and major shopping festivals.
Xiaohongshu
Ideal for lifestyle brands, trusted product reviews, and female millennial audiences.
Xiaohongshu blends user-generated content with shopping, making it perfect for beauty, fashion, wellness, and food brands. Xiaohongshu influencers—both KOLs and KOCs—are valued for their authenticity, detailed reviews, and in-depth storytelling. It’s a top choice for brands looking to build credibility and long-term trust through meaningful and search-friendly content.
Best for mass exposure, celebrity collaborations, and large-scale brand campaigns.
Weibo offers high visibility through trending topics and hashtags, making it suitable for big announcements, brand endorsements, and viral challenges. While user trust isn’t as deep as on Xiaohongshu, the reach is massive.
WeChat Channels
Great for community-building, CRM integration, and content longevity.
WeChat Channels allow influencers to share short videos with their followers inside China’s most used app. The key advantage is the ability to link to Mini Programs, eCommerce stores, and official accounts, making it ideal for brands focused on retention and customer loyalty.
Bilibili
Best for younger, niche audiences, especially in tech, education, gaming, and culture.
Bilibili is known for its long-form, high-effort video content. Influencers here often produce deep-dive reviews, unboxings, and tutorials. If your brand needs to educate or explain complex products (e.g. gadgets, software, supplements), Bilibili is the place to go.
Livestreaming Across Platforms
Livestreaming is one of the most powerful tools in China’s influencer marketing landscape. Whether on Douyin, Xiaohongshu, or WeChat Channels, China streaming platforms enable real-time interaction, product demonstrations, and immediate purchase options. Choosing the right host (livestreamer) can make or break your conversion rates, especially during high-traffic events like shopping festivals or product launches.
2.3 Find the Right Influencers (KOLs & KOCs)
One of the most important steps in starting influencer marketing in China is identifying the right type of creators to represent your brand. The landscape of Chinese social media influencers is broadly divided into two main groups, each offering unique advantages depending on your campaign goals and target audience.
KOLs (Key Opinion Leaders)
These are professional influencers with large, established followings on platforms like Douyin, Xiaohongshu, and Weibo. They often have high production value, access to brand partnerships, and strong name recognition. KOL marketing in China is especially effective for building rapid brand awareness, launching new products, and associating your brand with authority and trend leadership.
Best for:
- Building brand awareness
- Reaching mass audiences quickly
- Associating with prestige or trend authority
KOCs (Key Opinion Consumers)
KOCs are everyday consumers or micro-influencers in China with smaller audiences, but significantly higher trust and engagement rates. Their content often feels more genuine and relatable, and they are especially powerful for driving purchase intent and word-of-mouth marketing.
Best for:
- Product trials and reviews
- Niche market targeting
- High conversion and grassroots credibility
The Smart Strategy: Combine KOLs and KOCs
For new or international brands entering the market, a hybrid approach is often the most effective:
- Use KOLs to create visibility, spark conversation, and generate high-reach content.
- Activate KOCs to build trust, encourage user-generated content, and drive actual conversions.
This two-tiered strategy allows you to cover the full consumer journey—from awareness and engagement to purchase and advocacy. It’s especially powerful when combined with platforms like Xiaohongshu, where KOL campaigns build hype, and KOC posts reinforce credibility in peer-to-peer style.
Working with a local partner, such as a Xiaohongshu marketing agency, can help you identify influencers who align with your brand values and target demographics, ensuring each campaign feels authentic and delivers measurable impact.
2.4 Plan Your Content and Messaging
Before you create any content or brief an influencer, it’s essential to start with market research. What resonates with audiences in your home country might fall completely flat in China. Trends, tone, values—even humor—can differ significantly. That’s why a deep understanding of the local context is the foundation of any successful influencer marketing campaign in China.
Start with Market Research
Before drafting content or selecting creators, analyze:
- Trending content in your category across platforms like Xiaohongshu and Douyin
- Competitor campaigns—what worked, what didn’t
- Local consumer expectations, aesthetics, and tone of voice
This type of market research in China helps you identify what kind of storytelling and visual style your target audience responds to. For example, luxury consumers in China expect different visuals and brand language than value-seeking Gen Z shoppers—making early research a critical step in crafting an effective influencer strategy.
Build a Localized Influencer Briefing
Once you’ve done your research, develop a tailored briefing document for your KOLs or KOCs. This should include:
- Your campaign objective and brand story
- Key product benefits and selling points, adapted to local language
- Platform-specific content guidelines (e.g. storytelling on Xiaohongshu vs. viral hooks on Douyin)
- Visual expectations, hashtags, call-to-actions, and any compliance requirements
Importantly, your briefing should strike a balance between clear direction and creative freedom. Influencers need enough flexibility to produce content that feels natural to their followers.
Co-Create with Influencers
In China, influencers are not just content distributors—they’re content creators, brand storytellers, and cultural translators. Once your briefing is ready, the next step is collaborating closely with them to co-create content that feels native, engaging, and credible.
Rather than forcing scripted messages, allow influencers the flexibility to speak in their own voice and format. The most successful campaigns are those where brands and creators co-develop ideas, align on brand values, and trust each other’s expertise. This not only enhances authenticity but also ensures the content performs better with the audience.
Influencers know what content resonates with their followers: what gets saved, shared, commented on, and ultimately—what drives action. Your role is to provide strategic guidance and support, not creative control.
At Influchina, we make sure everything runs smoothly
At Influchina, we are a specialized influencer marketing agency focused exclusively on the Chinese market. We help international brands connect with the right KOLs and KOCs, build strong creative partnerships, and ensure the entire campaign is executed with precision.
We handle everything from influencer selection and briefing to content review, cultural adaptation, and performance tracking—making sure your brand message is communicated clearly, respectfully, and with impact.
Our local knowledge and hands-on approach mean that you don’t have to worry about miscommunication, low engagement, or compliance issues. We’re here to make sure your influencer campaign in China delivers real results.
2.5 Understand the Legal & Contractual Side
Launching an influencer campaign in China also means navigating a strict and highly monitored digital environment. Unlike in Western markets, where content guidelines tend to be more flexible, Chinese platforms enforce tight content regulations, and violations can result in traffic restrictions, account penalties, or content takedowns.
Content is monitored by algorithms, not humans
Content published on Chinese social media is reviewed primarily by automated algorithms (AI-driven moderation systems). These systems can detect sensitive terms or violations through:
- Subtitles
- Voiceovers
- Captions
- Hashtags
- Visual elements in videos or images
Even seemingly harmless phrases or claims (like “the best”, “special grade”, or “guaranteed results”) can trigger platform restrictions if interpreted as exaggerated, misleading, or non-compliant with Chinese advertising laws.
Make sure your contracts are airtight
Working with experienced local partners or agencies is essential to ensure your contracts include:
- Platform-specific restrictions and compliance clauses
- Usage rights for images, videos, and user-generated content
- Payment terms based on deliverables or KPIs (e.g. impressions, engagement, conversions)
- Clear clauses around performance responsibility and traffic limitations
It’s also advisable to clarify what happens if a post is restricted or taken down due to platform regulations—a common but often overlooked issue. This is especially important to ensure compliance with advertising laws in China, which can be strict and are actively enforced by platform algorithms and automated moderation systems.
How Influchina helps you stay compliant
At Influchina, we manage the entire legal and compliance process for your influencer campaigns in China. We ensure that all content is reviewed before publication and adapted to meet platform and cultural standards—minimizing risk and maximizing reach.
Our team stays up to date on platform policies, censorship trends, and legal requirements, so you don’t have to. We also manage all contracts with KOLs/KOCs, including clauses for usage rights, payments, and performance safeguards.
In short: we make sure your campaign is creative, compliant, and effective—from start to finish, as part of a results-driven digital marketing in China strategy tailored to your brand goals.
2.6 Set a Realistic Budget
China’s influencer marketing ecosystem is one of the most developed and competitive in the world. With sophisticated platforms, professional content creators, and high user expectations, launching a campaign here requires more than minimal investment—it demands a well-structured and realistic budget.
If you want to see measurable results—whether it’s brand visibility, engagement, or conversions—you need to allocate sufficient resources not only for influencer fees, but also for content production, platform promotion, and performance tracking.
Unlike in emerging markets, trying to enter the Chinese market with a minimal budget often leads to poor execution, low visibility, and wasted effort. If your current resources are limited, it’s often wiser to delay the campaign and focus on market preparation until you can support a launch that meets the local standard.
At Influchina, we help brands define a smart, scalable budget plan based on their goals, category, and timeline—making sure every yuan spent is aligned with impact.
In short, successful marketing in China isn’t just about spending money—it’s about spending it strategically.
3. Tips on How to Plan Influencer Marketing in China for Beginners
Entering the Chinese market can feel overwhelming—but with the right approach, even small brands can build traction and grow. Here are practical, beginner-friendly tips to help you plan and execute influencer marketing in China strategically and sustainably:
3.1 Leverage Key Calendar Moments
Timing is everything. Chinese shopping festivals such as 6.18 (June 18), Double 11 (November 11), and Chinese New Year are peak periods for discovery and spending. Planning your influencer campaigns around these events can significantly boost visibility and conversion—but be sure to start preparations early, as competition and content saturation increase sharply.
Key Moments for Influencer Marketing in China
Event / Festival | Date (Approx.) | Marketing Opportunity | Ideal Sectors |
Chinese New Year | Jan–Feb | Peak gifting season; emotional and family-driven content | Food & Beverage, Beauty, Travel, Fashion |
Valentine’s Day | Feb 14 | Romantic gifting, luxury promotion, couple-oriented campaigns | Jewelry, Fashion, Cosmetics |
Women’s Day | Mar 8 | Empowerment content, beauty and wellness promotions | Beauty, Skincare, Lifestyle |
520 (Chinese Valentine’s) | May 20 | “I love you” numerology (5-2-0); popular for romantic gifting | Fashion, Jewelry, Consumer Electronics |
6.18 Shopping Festival | June 18 | Major mid-year eCommerce event (JD.com’s equivalent to Black Friday) | All consumer products, especially electronics and home goods |
Qixi Festival | Aug (Lunar calendar) | Traditional Valentine’s Day; romantic and story-driven content | Jewelry, Cosmetics, Fashion |
Back-to-School Season | Late Aug – Early Sep | Campaigns targeting students and parents | Tech, Stationery, Apparel, Apps |
Golden Week | Oct 1–7 | One of the biggest travel seasons; strong lifestyle engagement | Travel, Hospitality, Food, Luxury Goods |
Double 11 (Singles’ Day) | Nov 11 | China’s biggest online shopping festival—massive sales volume | All industries |
Double 12 (12.12) | Dec 12 | Year-end sales, perfect for second push after 11.11 | Fashion, Gifts, Budget-friendly items |
Christmas | Dec 25 | Youth-focused, Western-style celebration with growing popularity | Fashion, Food, Lifestyle, Gifting |
New Year’s Eve / Day | Dec 31 / Jan 1 | Reflection and renewal messaging; year-end campaigns | Wellness, Fitness, Financial Services |
3.2 Use SEO Positioning on Xiaohongshu
Influencer marketing in China isn’t just about short-term exposure—it’s a long-term content and visibility strategy. On platforms like Xiaohongshu, posts by influencers are indexed like search results. If optimized properly (with the right keywords, tags, and consistent publishing), this creates ongoing organic visibility every time users search for related products or topics.
Influencer content on Xiaohongshu acts like SEO. When optimized with the right keywords and posted consistently, it builds long-term organic visibility—making influencer marketing a strategic tool for lasting brand presence, not just short-term exposure.
Working with influencers who understand Xiaohongshu’s SEO logic can build sustained brand presence that extends far beyond the initial campaign period. This long-term approach to Xiaohongshu marketing helps brands remain discoverable through organic search, driving ongoing visibility and engagement even after the campaign ends.
3.3 Select Influencers Based on Historical Metrics
Avoid choosing influencers based solely on follower count. Instead, evaluate:
- Engagement rate
- Content quality and consistency
- Relevance to your niche
- Performance in previous campaigns
This ensures you collaborate with creators who are truly aligned with your goals and capable of delivering measurable results.
3.4 Adapt Your Strategy to Your Budget
Don’t try to copy big-brand campaigns if your budget is limited. Instead, build a strategy that fits your resources—for example, focusing on niche communities, using content repurposing, or running phased campaigns. A well-optimized campaign with fewer influencers can often outperform a scattered, underfunded one.
3.5 Work with Experienced Local Partners
From legal compliance to content localization, working with a local agency can save time, reduce risk, and dramatically improve results. Agencies like Influchina help you plan campaigns as part of a broader China market entry strategy, providing real market insight, managing influencer selection, briefings, and content approval, and ensuring your brand stays compliant, culturally relevant, and highly visible.
By applying these principles, even first-time brands can enter the Chinese market with confidence and clarity—building not just reach, but real connection and long-term brand equity.
4. Final Thoughts: The Smart Way to Start Influencer Marketing in China
Entering the Chinese market through influencer marketing can seem complex—but when approached with the right insights, tools, and partnerships, it becomes a powerful long-term growth engine for your brand.
From platform selection and content localization to influencer negotiations and performance tracking, success in China requires more than just replication of Western strategies. It demands strategic planning, cultural understanding, and the ability to navigate a fast-evolving digital landscape shaped by local platforms, algorithms, and consumer behaviors.
At Influchina, we specialize in helping international brands build meaningful, high-impact influencer campaigns tailored to the Chinese market. Whether you’re launching for the first time or scaling up an existing presence, we handle the entire process—from KOL and KOC matchmaking to briefing, content review, compliance, and campaign optimization.
We don’t just connect you with influencers. We help you tell your story in a way that resonates locally, builds trust, and drives real results.
Ready to make your brand visible in China?
Let’s talk. Contact us today to discuss your project or request a custom influencer marketing strategy built for your goals and budget.
FAQ
5. Frequently Asked Questions (FAQs)
What is influencer marketing in China and how is it different from the West?
Influencer marketing in China relies heavily on local platforms like Xiaohongshu, Douyin, and WeChat rather than Instagram or YouTube. Chinese influencers, known as KOLs and KOCs, are deeply trusted by followers and often play a more direct role in driving conversions. Campaigns must also navigate stricter content regulations and cultural nuances.
What platforms are best for influencer marketing in China?
Top platforms include:
- Xiaohongshu for lifestyle, beauty, and product reviews
- Douyin for short-form viral content and Douyin eCommerce
- WeChat Channels for retention and private traffic
- Weibo for large-scale visibility and celebrity collaborations
- Bilibili for long-form, niche community content
How do I find the right Chinese influencers for my brand?
Finding the right Chinese influencers requires analyzing engagement rate, relevance, historical performance, and audience demographics. A local Xiaohongshu marketing agency or KOL platform can help match your brand with influencers aligned with your goals.
What is the difference between KOLs and KOCs in China?
- KOLs (Key Opinion Leaders): Professional influencers with large followings, ideal for brand awareness.
- KOCs (Key Opinion Consumers): Micro-influencers with smaller but highly trusted audiences, effective for conversion and word-of-mouth.
A blended KOL marketing in China strategy often yields the best results.
Is influencer marketing in China expensive?
Costs vary greatly depending on the platform, influencer tier, and content type. While top KOLs can be costly, working with KOCs or mid-tier influencers allows for effective campaigns at more accessible budgets. A solid China marketing strategy should always match your goals and resources.
Can influencer marketing in China support long-term growth?
Yes. Platforms like Xiaohongshu operate with search-based visibility, meaning influencer posts are indexed and can continue attracting organic traffic long after the campaign ends. This makes influencer marketing a powerful tool for long-term SEO and brand presence.
Do I need to localize my content for Chinese social media?
Absolutely. Localizing language, tone, cultural references, and visuals is crucial. Simply translating global content is not enough. Collaborating with influencers ensures content feels native and relevant to Chinese audiences.
What legal considerations should I be aware of when working with influencers in China?
You must comply with advertising laws in China, which include strict rules on exaggerated claims, sensitive content, and licensing for certain product categories. Content is often scanned by AI-based moderation systems, so contracts should include clauses for platform restrictions, usage rights, and what to do if content is removed.
When is the best time to launch influencer campaigns in China?
Align your campaigns with key shopping festivals like 6.18, Double 11, and Chinese New Year. These periods drive high engagement and conversion. Planning ahead and leveraging China streaming platforms during these times can maximize ROI.
Do I need a local agency to run influencer campaigns in China?
While not mandatory, working with a specialized social media agency in China—like Influchina—can save time, prevent costly mistakes, and ensure your campaign is optimized for local platforms, audiences, and regulations.
