Influencers

Weibo has started to recruit new key opinion consumers (KOC) for beauty brands. Will this new marketing approach pay off for both sides? Read More

Luxury brand approaches to celebrity endorsements have shifted in China over the last year, thanks to the country’s always-changing social media sphere. Read More

WeChat might be going after the financial gain of working with Multi-Channel Network agencies, but what about the liabilities that come with this industry? Read More

Tiffany is betting big on China’s vast luxury market, appointing the popular Gen Z actor-singer Jackson Yee as the new face of its Tiffany T collection. Read More

Ruhnn, the largest influencer agency will have worked with 1,035 brands by 2020. As it relies on brands and platforms, it has to keep its traffic authentic. Read More

Alibaba is empowering 100,000 influencers to sell via the B2C marketplace platform AliExpress Connect. Could it replicate Taobao’s model in the West? Read More

Tourism has been hit hard by the COVID-19 pandemic. So what have Chinese travel influencers been doing as their industry has stalled? Read More

COVID-19 situation is fueling the rise of niche KOLs, including some that brands might have thought of as unlikely vehicles for their target consumers. Read More

Sales have taken a hit in China during the outbreak, but KOIs have used this moment to get closer to their fans—something fashion brands could learn from. Read More

Despite some initial controversy, the top-ranked celebrity Han Hong built a positive public image with her charity foundation by acting quickly in response to COVID-19. Read More