KOLs (Key Opinion Leader) are shaping up the world and how we view marketing. They are otherwise known as influencers. China has some huge KOLs that are changing the tides of their ecommerce market.
China has gone onto become a monster in the online ecommerce platform game compared to the rest of the world. This has allowed China to become one of the most KOL friendly countries in the world.
Chinese influencers have been encouraged to create their own media channels in China. According to reports, Chinese spending through e-commerce platforms is looking to reach 1.93 trillion in 2020!
Today we will talk about Influencer Marketing in China and the top 2 KOLs in China and how influential they have been on the Chinese e-commerce market.
Top 1 Chinese influencer & Live stream sales KOL: Austin Li
Austin Li otherwise known as ‘The Lipstick King’ has some impressive accolades under his belt.
He holds the record for the “Most Lipstick Applied in 30 Seconds” and Forbes China 2019 recognized him as one of the most influential in their list of “30 Under 30”.
Austin has a legendary online following of 50 million. Engagement of his posts on Weibo reach from 5K to 1.5 million reactions!
In 2017, he gained thousands of fans through livestreaming on the Taobao platform and was recognized as the ‘Top Livestreaming Anchor’. Jiangsu University impressed by Austin’s influence employed him to be a lecturer of the ‘Taobao Writing and Media courses’.
He continues to dominate the lipstick world. He managed to try on 380 lipsticks within two hours during a Taobao live stream.
The audience watching bought into Austin and drove up lipstick sales. He made CNY 3.53 million within 5.5 hours. Austin broke another record, he sold 15,000 lipsticks within 5 minutes.
No one has been able to break this record. He ranks in the top three Taobao live streaming anchors and is the highest paid male beauty icon on Taobao. Austin stands out amongst the sea of beauty bloggers.
In September 2017, Austin was invited to be a torchbearer for the Asian Games in Jakarta. His lipstick presence is renowned that he managed to defeat Jack Ma (Alibaba founder) in a lipstick sales competition during the infamous Double 11 festival in 2018.
During the 6.18 shopping festival this year (2019), he broke his own record once again, he sold 150,000 lip glosses in one hour livestream. He also managed to sell 5,000 Shiseido Ultimunes within 3 minutes and 40,000 Sori Yanagi cast iron pans within 1 minute.
He dominates the Chinese social media by having verified accounts on; Weibo, Douyin, Xiaohongshu/Red and Kuaishou.
To be able to cooperate with Austin via livestream sales event brands shall have a store on one of the Alibaba’s platforms: Tmall or Taobao.
But his reach does not stop in lipsticks. In 2019 Austin was featured in major campaigns of KFC, Uniqlo, Clear, Dr.Jart+, Paris fashion week sponsored by L’Oreal, Godiva and many others.
He was awarded various awards including “Man at his best” award, Esquire awards and many more.
Austin is not the only Chinese influencer one who commands the Chinese Internet world when it comes to livestream sales! In fact, there another person who’s influence in Chinese e-commerce world can be compared to one of Fang Bingbing. She is the queen of best deals and pop-up livestream sales for all sorts of products. Her name is Viya!
Top 1 Female Chinese influencer & Taobao Livestream sales KOL: Viya
Viya is another fierce Chinese influencer / KOL star in China. She is a global ambassador for a number of brands and commands the No.1 Anchor spot on Taobao.
She has attracted 5 million followers on Weibo, 12 million followers on Taobao’s Weitao, and 550K followers of Xiaohongshu.
In the space of only 4 months of her becoming a Taobao anchor she reached CNY 100 million in sales. Shortly two months after, Viya was been able to drive her sales up to CNY 267 million because of the Double 11 shopping festival in 2018. She has a huge following who religiously buy into her and the products she promotes.
Today while doing her livestreams in Taobao, Viya, on average, creates a total transaction value of 66 million CNY / 10 million USD in one hour!
She comes from humble beginnings, from working as a BTL storekeeper to struggling to keep her online Taobao shop afloat. Viya now commands a team over 100 people working on her promotions.
The products she chooses to promote have been carefully selected by her. When selling any product, this Chinese influencer thinks of the following things:
- time limit,
- quantity limit,
- price limit.
Viya’s success has led her to be invited as a torchbearer for the 2018 Asian Games in Jakarta.
She has won titles such as ‘Alibaba’s 2019 Anchor for Poverty Alleviation’, ‘Taobao’s Top 10 Anchors for Poverty Alleviation’ because of her charity work. She live-streams for farmers in rural areas in China, helping them to promote their goods.
She is also one of the ‘The Belt and Road Thailand Product Ambassador’.
If we call Austin Li the best sales promotor on Douyin, then Viya is definitely is the top anchor for live streaming.
Her income competes with the movie stars. Her sales records are impressive; she has made sales of CNY 150 million during a 5-hour livestream.
Viya has sold CNY 27 million off a single product. Her total sales made in 2018 were CNY 2.7 billion.
But to cooperate with Viya, brands shall be ready to go through an application and selection process and ready to provide up to 30% commission on sales she generates plus the production fees.
According to most brands, KOL marketing is one of the most effective ways to promote in China. You’re given access influence millions of potential buyers. Here at HI-COM we understand the Chinese market. If you want to learn more about Chinese KOL marketing or need help with your Chinese marketing? Drop us a line!