China’s influencer economy, known as 网红经济 (wanghong jingji), has become a cultural and commercial powerhouse, redefining how brands engage with consumers. Since gaining traction around 2015 with the rise of live-streaming platforms and short-video apps, the industry has grown exponentially. Early adopters leveraged platforms like Taobao Live to showcase products directly to consumers, blending entertainment with commerce. The COVID-19 pandemic further accelerated this trend, as businesses turned to e-commerce and digital engagement to sustain growth during lockdowns. By 2024, this economy had transformed into a multi-billion-dollar industry, valued at over ¥300 billion (approximately $42 billion) and growing at an impressive 16.3% annually.
Unlike traditional advertising models, influencer marketing in China thrives on relatability and interactivity. Consumers are drawn to influencers who feel approachable and authentic, making them more likely to trust product recommendations compared to conventional ads. This trust-driven dynamic has positioned influencers as pivotal players in driving online sales across various industries, from beauty and fashion to technology and lifestyle.
What sets China’s influencer economy apart from its Western counterparts is its seamless integration of social media, e-commerce, and entertainment into a single transactional ecosystem. Platforms like Douyin (the Chinese version of TikTok), Xiaohongshu (RED), Weibao, and WeChat have become key arenas where influencers act as salespeople, educators, and entertainers all at once. These platforms not only host influencer-driven content but also enable direct purchases through embedded e-commerce features, creating a “transaction-first” model that prioritizes instant consumer action.
This blog delves into the strategies influencers use to build their personal brands while marketing commercial ones in this hyper-competitive landscape. By examining platform-specific approaches, cultural nuances, and the innovative tools driving success, we’ll uncover how China’s unique digital ecosystem continues to shape the future of influencer marketing.
Douyin stands out in China’s social media landscape due to its ability to merge entertainment with commerce. Its algorithm tailors content to individual user preferences, ensuring highly targeted campaigns that maximize engagement and conversion rates. This has made Douyin the go-to platform for influencers and brands alike.
One of the most compelling examples of Douyin’s success is its role in the beauty industry. According to the 2022 Douyin E-commerce New Beauty Brand Whitepaper, beauty-related content thrives on the platform, particularly among young female users aged 18–25. Influencers use Douyin to share makeup tutorials, product reviews, and lifestyle content that subtly integrates advertising.
Influencers on Douyin excel at creating engaging content that blends storytelling with product promotion. For example, Cheng Shian (程诗安), a beauty influencer who began her Douyin journey in 2020, has built an empire by sharing makeup tips and recommending affordable beauty products. Within just one month of launching her account, she amassed 3 million followers. As of mid-2022, her follower count had skyrocketed to over 28 million, with her videos garnering more than 130 million likes.
Cheng’s success lies in her ability to connect with her audience through relatable content. Her videos often feature step-by-step tutorials that showcase how to achieve specific looks using budget-friendly products. This approach not only builds trust but also positions her as an authority in the beauty space.
Authenticity is key to building a loyal following on Douyin. Cheng shares personal anecdotes and honest reviews, which resonate deeply with their audiences. This authenticity fosters a sense of community and trust, making followers more likely to engage with sponsored content or purchase recommended products.
Live streaming is one of Douyin’s most powerful tools for influencer marketing. It allows influencers to interact with their audiences in real time, demonstrating products, answering questions, and offering exclusive deals. This format creates a sense of urgency that drives immediate purchases.
A standout example is Lancôme’s entry into Douyin in 2022. During its first live-streaming session, Lancôme partnered with top influencers like Xianmu (闲木) and Yizhi Nannan (一只南南) to showcase base makeup techniques and product combinations. The session attracted over 200,000 viewers and generated more than 1 million likes. Within just 10 days of launching its Douyin store, Lancôme achieved sales exceeding 1 million yuan ($150,000), highlighting the platform’s potential for rapid revenue generation.
Oreo leveraged Douyin’s unique features by combining in-app ads with influencer-generated content during its New Year campaign. Influencers participated by sending Oreo-branded greetings while showcasing creative ways to use Oreo cookies in desserts. One user-generated video featuring a strawberry yogurt recipe went viral, inspiring others to share their own creations. This organic engagement extended the campaign’s reach far beyond its initial scope.
Algorithm-Driven Targeting
Douyin’s algorithm ensures that content reaches users who are most likely to engage with it. For example, Zara adopted a “quiet luxury” approach for its live-streaming sessions on Douyin, showcasing collections in an understated yet visually captivating manner. This strategy resonated with Zara’s target audience of young professionals seeking premium yet accessible fashion options. The result? A staggering 180% increase in engagement compared to previous campaigns.
Interactive Features
Douyin’s interactive features—such as live Q&A sessions and gamified promotions—enhance user engagement. Lululemon capitalized on this by hosting live streams featuring professional sports influencers who provided fitness advice while promoting new products. This not only enriched the content but also boosted sales efficiency during product launches.
Xiaohongshu (Little Red Book), often referred to as RED, has emerged as a powerhouse for influencer marketing and social commerce in China. With its unique blend of Instagram-like visuals, Pinterest-style inspiration, and robust e-commerce integration, Xiaohongshu is not just a social media platform; it is a community-driven ecosystem where user-generated content (UGC) fuels trust and engagement. Unlike traditional e-commerce platforms like Taobao or JD.com, Xiaohongshu emphasizes authentic reviews, personal experiences, and lifestyle tips. Its demographic skews heavily toward young, affluent women under 30, primarily residing in top-tier cities. This audience values quality and authenticity, making the platform ideal for brands targeting millennials and Gen Z consumers.
At the heart of Xiaohongshu’s success is its focus on building trust through UGC. Users share personal stories, product reviews, and recommendations that feel genuine and relatable. This content-driven model blurs the line between social interaction and shopping, creating a seamless experience where users can discover products and make purchases directly within the app. For example, Xiaohongshu operates on a closed shopping cycle by handling its own inventory and partnering directly with brands. This ensures quality control and enhances consumer trust—key factors that differentiate it from other platforms.
Authenticity as a Core Strategy
Influencers on Xiaohongshu thrive by presenting themselves as relatable peers rather than distant celebrities. They share honest reviews, detailed tutorials, and personal anecdotes that resonate with their followers. For instance, beauty influencer Xue Li (雪莉) gained popularity by posting skincare routines featuring affordable yet effective products. Her transparency about her skin concerns and the results of using certain products have earned her a loyal following of over 1 million users.
Creating Visually Engaging Content
Xiaohongshu’s emphasis on aesthetics means that influencers must create visually appealing posts to stand out. High-quality images, creative layouts, and short videos are essential for capturing attention. For example, fashion influencers often showcase outfits in aspirational settings like cafes or tourist destinations while tagging the brands they collaborate with.
JD Sports’ Campaign on Xiaohongshu
JD Sports provides an excellent example of how brands can leverage Xiaohongshu influencers to drive engagement and sales. The sportswear retailer collaborated with local influencers who had strong connections with their audiences. These influencers incorporated JD Sports’ athletic wear into aspirational fitness content—such as workout routines or athleisure styling tips—making the products relatable to viewers.
The campaign resonated particularly well with health-conscious millennials who value both functionality and style in their fitness gear. By showcasing JD Sports’ products in everyday settings rather than overt advertisements, the campaign increased brand visibility while maintaining authenticity.
Perfect Diary Cosmetics
Perfect Diary is one of the most notable success stories on Xiaohongshu. The brand leveraged short video marketing to engage users through tutorials, product demonstrations, and influencer collaborations. For example:
– Influencers created “before-and-after” makeup looks using Perfect Diary’s products.
– These posts often included direct links to purchase the featured items.
According to a study analyzing Perfect Diary’s campaigns, their notes (posts) were displayed over 100,000 times per month on average, with some videos reaching up to 3 million views. This strategy not only boosted brand awareness but also drove significant sales conversions through positive user feedback.
Blackmores Health Products
Blackmores partnered with 50 influencers from various niches—lifestyle bloggers, fitness enthusiasts, new moms—to promote its Omega supplements bundle. These influencers shared personal stories about how Blackmores’ products fit into their daily routines. For example:
– A fitness influencer might explain how Omega supplements support muscle recovery after workouts.
– A new mom might highlight the benefits of CoQ10 for energy levels during postpartum recovery.
This approach humanized the brand while providing practical value to consumers.
Seamless Integration of Content and Commerce
Xiaohongshu’s platform design allows users to transition effortlessly from content consumption to shopping. Hyperlinks embedded in influencer posts lead directly to brand pages or e-commerce sections within the app. This closed-loop system ensures that users can act on their purchase intent immediately without leaving the platform.
For instance:
– A beauty tutorial featuring a specific lipstick shade might include a link to purchase that exact product.
– A travel influencer showcasing a destination might link viewers to tour packages or hotel bookings.
Targeted Audience Demographics
With over 88% of its users being female and under 30 years old, Xiaohongshu provides unparalleled access to young urban women with significant purchasing power. Brands targeting this demographic—such as luxury goods or beauty products—find the platform particularly effective.
Rise of Micro-KOLs
While top-tier influencers dominate headlines, micro-KOLs (Key Opinion Leaders with smaller followings) are gaining traction due to their niche expertise and higher engagement rates. For example:
A micro-KOL specializing in vegan skincare might have fewer followers but can drive higher conversion rates for cruelty-free beauty brands.
Weibo, often referred to as the “Chinese Twitter,” is one of the most influential platforms for brands seeking visibility and engagement in China. With over 580 million monthly active users, Weibo combines real-time content sharing, trending topics, and influencer marketing to amplify campaigns.
Broad Reach and Diverse Audience
Weibo’s massive user base spans everyday consumers, Key Opinion Leaders (KOLs), and top-tier celebrities. Its ability to connect brands with diverse demographics makes it a valuable tool for both domestic and international companies. The platform thrives on trending hashtags and viral moments, allowing brands to capitalize on cultural events or social movements for real-time engagement.
For example, during Singles’ Day (Double 11), brands launch hashtag campaigns to spark conversations while promoting their products. This dynamic engagement keeps brands relevant and connected with their target audience.
Celebrity Endorsements: The Parasocial Effect
Celebrity endorsements on Weibo are particularly impactful due to the parasocial interaction effect—fans feel personally connected to the celebrities they follow. This emotional bond amplifies the effectiveness of endorsements, driving higher engagement and purchase intention.
KOLs are integral to influencer marketing on Weibo due to their credibility and loyal fan bases. They range from mega-celebrities like Angelababy to niche influencers specializing in fashion, beauty, or lifestyle content.
Actor Gong Jun exemplifies the power of celebrity endorsements on Weibo. In 2023, his posts promoting luxury brands garnered over 82.17 million user engagements thanks to his popularity from the drama The Legend of Anle. Gong Jun’s ability to connect emotionally with fans made his endorsements highly effective in driving awareness and sales.
Tourism New Zealand’s collaboration with actor Huang Lei demonstrates how celebrity endorsements can elevate brand campaigns on Weibo. Huang Lei shared posts documenting his family’s vacation in New Zealand, combining personal anecdotes with stunning visuals of destinations like Kaikoura and Fiordland.
Key Metrics from the Campaign:
Posts: 6
Likes: 592,000
Hashtag Views: 1.6 million
Media Articles Generated: 530
Advertising Value: $2.7 million
The posts about food experiences, such as a lobster dinner in Kaikoura, garnered particular attention with over 123,301 likes and 11,044 comments. By blending lifestyle storytelling with promotional content, Tourism New Zealand successfully positioned itself as a desirable travel destination.
Coca-Cola adapted its global “Share a Coke” campaign for the Chinese market by focusing on cultural preferences and leveraging Weibo’s interactive features. Instead of printing common first names as done in other countries, Coca-Cola localized the campaign by allowing users to customize bottles with nicknames and internet buzzwords that resonated with Chinese consumers. Popular phrases like “Beautiful Girl” or “Best Friend” reflected the group-oriented culture in China, making the campaign highly relatable.
To facilitate this customization process, Coca-Cola partnered with Weibo Wallet, Sina Weibo’s payment service. Consumers could order personalized bottles for 20 yuan (approximately $3), covering only the shipping fee. The process was simple: users selected their preferred nickname or custom text, placed an order via Weibo Wallet, and received their personalized bottle at home.
Coca-Cola amplified the campaign’s visibility by collaborating with celebrities and Key Opinion Leaders (KOLs) on Weibo. These influencers shared pictures of themselves holding customized bottles featuring their own nicknames or playful phrases. This strategy created aspirational value for consumers who wanted to emulate their favorite stars by owning similar bottles.
For example:
– Celebrities posted photos of their personalized bottles alongside captions encouraging fans to join in.
– These posts generated significant engagement, including likes, comments, and shares, which further boosted the campaign’s reach.
The campaign encouraged everyday consumers to share photos of their customized bottles on Weibo. Thousands of users participated, posting creative images that showcased their bottles in unique settings or alongside personal stories. This wave of UGC not only reinforced Coca-Cola’s popularity but also created a viral effect as users’ friends and followers were inspired to join in.
The campaign achieved remarkable success within just a few days:
– On the first day, 300 bottles sold out within an hour.
– By the fourth day, 300 bottles sold out in just one minute.
– The demand increased exponentially as more users shared their experiences online.
Branded Hashtags
Creating branded hashtags is a key strategy for boosting visibility on Weibo. For example:
– A sportswear brand might launch a #FitnessChallenge hashtag encouraging users to share workout routines wearing their products.
– Luxury brands like Coach have used hashtags such as #CoachFootprints to engage followers through contests offering prizes like luggage tags.
These hashtags not only drive user participation but also amplify brand presence across the platform.
Interactive Contests
Interactive contests such as photo challenges or caption competitions generate buzz while showcasing products in real-life scenarios. For instance:
– Coach’s contest led to a 157% increase in followers and a 50% rise in engagement through comments.
– These contests encourage users to actively interact with the brand, fostering deeper connections.
WeChat, often referred to as China’s “super app,” is a cornerstone of private domain operations and influencer marketing. With over 1.2 billion monthly active users, WeChat offers brands and influencers unparalleled tools to build personalized relationships with audiences, drive engagement, and facilitate seamless e-commerce.
Private domain traffic (私域流量) refers to the strategy of cultivating long-term relationships with customers in controlled spaces, such as WeChat Official Accounts, Mini Programs, and groups. Unlike public domain marketing (e.g., ads on platforms like Douyin or Xiaohongshu), private domain operations focus on creating direct, ongoing interactions between brands or influencers and their followers.
WeChat excels in this area by allowing brands to:
– Build exclusive communities through group chats.
– Deliver personalized content via Official Accounts.
– Provide seamless shopping experiences through Mini Programs.
This approach enables businesses to bypass rising customer acquisition costs in public domains while nurturing loyalty and repeat purchases.
Influencers use WeChat Official Accounts to share long-form articles that combine informative content with multimedia elements like videos, GIFs, and audio clips. These articles often include product recommendations or brand collaborations presented in a storytelling format.
For example:
Make Up For Ever (MUFE) embedded its WeChat Work QR code in a public account article. Users who scanned the code were invited to join MUFE’s private domain by registering as members. This allowed MUFE staff to send personalized greetings, offer coupons, and guide users through its Mini Program for exclusive discounts.
For example, a customer unsure about which foundation suited her combination skin received a detailed recommendation from MUFE’s beauty advisor, along with tips for application. The advisor sent a tracked link directing her to the Mini Program shop, where she could complete her purchase seamlessly. This 1:1 service shortened the product exploration process while building trust and loyalty.
WeChat Mini Programs are lightweight apps embedded within the WeChat ecosystem that allow users to browse products, make purchases, book services, and access customer support—all without leaving the app. These programs are particularly effective for e-commerce because they integrate seamlessly with other WeChat features like WePay, Official Accounts, and QR codes. For brands like Estée Lauder, Mini Programs serve as a direct channel to engage with customers while providing a personalized and frictionless shopping experience.
During China’s 6.18 shopping festival, Estée Lauder leveraged its Mini Program for private domain operations:
– Achieved a 100% year-over-year (YoY) increase in gross merchandise value (GMV).
– Recorded a 600% surge in GMV during live-streaming sessions linked to its Official Account.
Exclusive Benefits for Live-Streaming Sessions
Estée Lauder capitalized on the popularity of live streaming by linking its Official Account to its Mini Program. During live-streaming sessions hosted by the brand or influencers, viewers were directed to the Mini Program to access exclusive discounts and limited-time offers.
For example:
– Customers watching a live stream showcasing Estée Lauder’s Advanced Night Repair serum could immediately purchase the product at a discounted price through the Mini Program.
– Flash sales and bundle deals created urgency, encouraging viewers to act quickly.
This strategy not only boosted sales during the event but also strengthened customer loyalty by offering rewards exclusive to live-stream viewers.
Integration with Social Customer Relationship Management (SCRM)
Estée Lauder utilized WeChat’s SCRM capabilities to create a personalized membership program within its Mini Program. This system allowed customers to:
– Earn points for every purchase made online or offline.
– Redeem points for vouchers or full-size products through the Mini Program.
– Access exclusive perks such as birthday gifts, customized engraving services, and early access to new product launches.
By combining online and offline sales data, Estée Lauder ensured that customers received consistent benefits regardless of where they shopped. This integration encouraged repeat purchases and deepened customer loyalty.
WeChat Groups are another powerful tool for influencers seeking closer engagement with their followers. These groups allow influencers to interact directly with small communities of fans by answering questions, sharing updates, and providing personalized recommendations.
Example: Perfect Diary
Perfect Diary, a leading beauty brand in China, uses WeChat Groups extensively:
– Beauty advisors engage customers in dedicated chat groups where they provide tailored advice and product suggestions.
– These groups foster a sense of belonging among customers while driving repeat purchases.
Personalization Through CRM Integration
WeChat’s data analytics tools enable influencers and brands to create highly personalized experiences. By analyzing user behavior within Official Accounts or Mini Programs, businesses can segment audiences based on preferences and purchasing habits.
For instance:
– A fitness influencer might use CRM data to recommend specific workout gear or supplements tailored to individual followers’ needs.
– Luxury fashion brands can offer VIP members early access to collections through customized notifications delivered via Official Accounts.
Interactive Moments Ads
WeChat Moments Ads are native advertisements displayed in users’ Moments feed, similar to posts shared by friends. This format ensures that ads appear organically within the timeline, enhancing their visibility while minimizing disruption. Moments Ads offer three primary display formats:
– Post Format: Image or video paired with text and links (e.g., to Mini Programs or Official Accounts).
– Card Format: Full-width card images or videos with text and action buttons.
– Special Formats: Advanced features unlocked for high-budget campaigns (e.g., full-frame ads).
These ads are highly customizable, allowing brands to incorporate interactive elements like QR codes, touch gestures, or gamification features to encourage user participation. For instance, Tiffany & Co., renowned for its romantic branding and iconic jewelry, utilized WeChat Moments Ads during Valentine’s Day to reinforce its image as a luxury brand synonymous with love.
Tiffany’s Moments Ads featured QR codes that users could scan to unlock heart-shaped animations. These animations were designed to evoke feelings of romance and excitement, aligning with the brand’s Valentine’s Day theme. Scanning the QR code also granted access to exclusive offers, such as discounts on select items or limited-edition products like the Tiffany Knot necklace.
Bilibili, often referred to as B-site, is one of China’s most innovative video-sharing platforms, originally rooted in anime and gaming culture but now expanding into diverse content niches. With over 341.5 million monthly active users (as of 2024), Bilibili has become a hub for Generation Z, offering brands an unparalleled opportunity to connect with young, tech-savvy consumers.
One of Bilibili’s standout features is its bullet comments (弹幕), where viewers can post real-time comments that scroll across the screen during videos. This interactive feature fosters a sense of community and engagement, allowing users to share opinions, jokes, or reactions while consuming content. For brands, bullet comments provide instant feedback and amplify word-of-mouth marketing.
Bilibili combines User-Generated Content (UGC) and Professionally Generated Content (PGC), creating a diverse content ecosystem. UGC includes vlogs, tutorials, and reviews from everyday users, while PGC features high-quality productions from professional creators or brands. This dual approach ensures a wide range of content appealing to various interests.
Additionally, Bilibili’s seamless e-commerce integration allows brands to link products directly within videos or live streams. Viewers can purchase items without leaving the platform, making it ideal for driving conversions during campaigns.
Over 80% of Bilibili’s users belong to Generation Z (born between 1990 and 2009), concentrated in Tier 1 and Tier 2 cities like Beijing, Shanghai, and Guangzhou. These digital natives are highly engaged, spending an average of 96 minutes daily on the platform. They exhibit strong purchasing power and willingness to pay for premium content or products.
While anime and gaming remain core pillars of the platform, Bilibili has expanded into niches like beauty, fashion, technology, music tutorials, ASMR, and even quantum physics. This diversity makes it a fertile ground for brands across industries.
In February 2020, Lancome launched a marketing campaign on Bilibili to promote its new product, the Clarifique Dual Essence Valueset (known as 极光水 in Chinese). The product is a refining and brightening essence that promises clearer skin, brighter tone, and minimized pores. To resonate with Bilibili’s Gen Z audience, Lancome adopted a strategy centered around influencer collaborations, user-generated content (UGC), and reward-based activities.
Lancome partnered with several popular Bilibili influencers (Upers) specializing in cosmetics and skincare. These influencers created vlogs showcasing their personal experiences with the Clarifique Dual Essence Valueset. The content emphasized authenticity and relatability, aligning with Bilibili’s community-driven culture.
– Influencers shared their skincare routines, highlighting how Clarifique fit into their daily regimens.
– Videos included close-up demonstrations of the product’s application process (e.g., shaking the bottle to activate its dual-phase formula) and its visible effects on skin clarity over time.
– Influencers used bullet comments (弹幕) to interact directly with viewers, answering questions about the product’s benefits and usage tips.
Shiseido launched its new product via a 105-minute live stream on Bilibili, targeting the platform’s young and engaged audience. The event was centered around providing value-driven content while promoting the brand’s expertise in skincare. The campaign emphasized authenticity and education, aligning with Bilibili’s culture of meaningful engagement over traditional advertising. Within just 18 minutes, the live stream attracted over one million viewers.
The live stream featured professional dermatologists and beauty experts who shared in-depth skincare tips and techniques. They explained how Shiseido’s new product addressed common skin concerns such as dryness, dullness, and premature aging.
– Experts demonstrated how to use the product effectively, focusing on its unique anti-aging and anti-sugar formula.
– They educated viewers about the science behind the product’s ingredients and how it fit into a holistic skincare routine.
– Real-world examples were used to illustrate visible improvements in skin quality after consistent use.
This educational approach resonated with Gen Z audiences who value transparency and scientific backing when choosing skincare products.
The live stream included detailed demonstrations showcasing the texture, application process, and immediate effects of Shiseido’s new product. These demonstrations were complemented by close-up shots that highlighted the product’s efficacy.
– Viewers could ask questions about the product in real time through Bilibili’s bullet comments (弹幕), which scrolled across the screen during the stream.
– Hosts responded to these questions live, creating a two-way dialogue that enhanced trust and engagement.
To amplify appeal, Shiseido invited popular celebrities and influencers to participate in the live stream. These personalities shared their personal experiences using Shiseido products, adding credibility to the brand’s claims.
– Celebrities discussed their own skincare routines and how Shiseido products helped them maintain healthy skin despite busy schedules.
– They engaged with viewers by answering questions about their beauty secrets and offering personalized advice.
Shiseido incentivized participation by offering limited-time discounts and exclusive bundles available only during the live stream. These offers were integrated seamlessly into Bilibili’s e-commerce system, allowing viewers to make purchases without leaving the platform.
– Discounts on individual products.
– Special gift sets featuring complementary items.
– Free samples for viewers who interacted with specific segments of the live stream (e.g., asking questions or sharing comments).
Luo Tianyi is a virtual idol created by Shanghai Henian, a subsidiary of Bilibili. Launched in 2012 as China’s first Vocaloid character, Luo Tianyi is a 15-year-old digital singer with green eyes and gray hair. Her voice is synthesized using Vocaloid software, with voice acting provided by Chinese singer Shan Xin. Luo Tianyi has become a cultural icon in China, boasting over five million followers on Weibo and appearing in campaigns for major brands like Huawei, Pizza Hut, and KFC. Her appeal lies in her flawless digital appearance, creative versatility, and ability to connect with Gen Z audiences who are deeply immersed in anime, comics, and gaming (ACG) culture.
In April 2020, Huawei collaborated with Luo Tianyi to promote its Nova 7 phone series through a multi-dimensional campaign that combined AR technology and interactive storytelling. The partnership aimed to highlight the Nova 7’s innovative features while creating an engaging experience for young consumers.
Huawei integrated AR technology into the campaign to create immersive experiences featuring Luo Tianyi. Users could interact with her through voice commands and visual effects enabled by the Nova 7 phone.
– Graduation Photo AR Interaction: During the graduation season of 2020, users could take virtual graduation photos with Luo Tianyi using Huawei Nova’s AR capabilities. This feature allowed users to pose alongside Luo Tianyi in various creative settings.
– Virtual Graduation Ceremony: Huawei hosted an online graduation event where Luo Tianyi performed virtually. Her performance included songs tailored to celebrate graduation milestones, creating emotional resonance among participants.
These AR interactions showcased Huawei’s technological innovation while providing users with memorable experiences tied to significant life events.
To further engage users, Huawei launched the #校园Vlog大赛# (Campus Vlog Contest) on Bilibili. Participants were encouraged to create original vlogs featuring campus-related themes and interactions with Luo Tianyi.
– Users downloaded the “未见” (Unseen) app to scan images of Luo Tianyi and incorporate her into their vlogs.
– Entries ranged from nostalgic reflections on campus life to creative storytelling featuring Luo Tianyi as a virtual companion.
– Winners received prizes such as Huawei Nova 7 phones and exclusive merchandise.
This contest incentivized creativity while promoting the Nova 7’s camera capabilities and AR features.
Bilibili’s Brand Zone is a dedicated space within the platform where brands can showcase their products, share brand stories, and engage users through interactive and immersive content. These zones allow brands to:
– Highlight key products or collections.
– Create narratives around their offerings.
– Encourage user interaction through comments, shares, and other engagement features.
Nike’s campaign on Bilibili focused on promoting its athletic shoes by embedding them within broader lifestyle narratives. The goal was not just to sell products but also to inspire Gen Z audiences by aligning Nike with their values of self-expression, fitness, and streetwear culture.
Fitness Routines: Videos showcased how Nike shoes could enhance performance during workouts or sports activities.
Streetwear Styling Tips: Content emphasized how Nike shoes could be incorporated into everyday outfits, appealing to Gen Z’s love for athleisure and urban fashion.
Relatable Narratives: Stories centered around young individuals balancing fitness goals with their daily lives, creating an emotional connection with viewers.
The success of China’s influencer economy lies in its ability to adapt to cultural nuances and consumer preferences while leveraging cutting-edge technology like augmented reality (AR), virtual influencers, and private domain operations. As influencers continue to act as trusted intermediaries between brands and consumers, their role in shaping purchasing decisions has become indispensable. However, this highly competitive landscape also demands creativity, authenticity, and strategic platform-specific approaches to stand out.
In the next blog, we will dive deeper into the mechanics of influencer marketing by exploring Types of Influencer Campaigns, Challenges in the Influencer Economy, and Future Trends in Influencer Marketing. Through detailed case analyses, we’ll uncover how brands navigate obstacles like market saturation and regulatory compliance while embracing emerging trends such as AI-driven personalization and virtual influencers. Stay tuned for an insightful look at what lies ahead in China’s ever-evolving influencer economy.
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