Mar 25, 2019 | By Joanne Thomas
From language barriers to cultural differences, China can be a difficult market for international brands to break into and localise products and communication. This is where Chinese influencers come in.
With millions of engaged followers respectively, these influencers have the ability to act as a lead-in to the Chinese market and are therefore primed for strategic partnerships.
This strategy of influencer marketing is particularly effective in China, where young consumers are hungry for inspiration and insight.
Eden Lau, regional director of Isentia, says that Chinese consumers are still “very new in their upper-middle-class lifestyles”, which makes them open to buying anything new. Their highly connected lifestyles and the ease of shopping online add to the impact influencers have on what fashion consumers look and shop for.
WGSN’s Insight team has produced a report that rounds-up the key Chinese fashion influencers to know and work with measured by engagement levels, the size of the Weibo following and, crucially, engagement during global fashion weeks throughout 2017, all according to data provided by media monitoring firm Isentia.
Whilst the report takes you through the top ten, we’re previewing three key influencers for you here on WGSN Insider.
Weibo following: 3.2m | Total engagement in Jan-Nov 2017: 748k | Total engagement at global fashion weeks S/S18: 49k
Mr. Bags (real name, Tao Liang) is a blogger with a reputation as the handbag guru in China. His content is considered – providing handbag lovers with authoritative, rational insight into bags, brands and investment prospects. Luxury brands from Gucci to Louis Vuitton have partnered with Mr. Bags on branded content, events and fan meetings. Most recently, in December 2017, Longchamp collaborated with him to design an exclusive edition of its traveller bag.
Late Night Ms Xu
Weibo following: 1.7m | Total engagement in Jan-Nov 2017: 3.4m | Total engagement at global fashion weeks S/S18: 29k
Xu’s Weibo following of 1.7m may be comparatively small against other influencers within the report, but it’s an engaged and interactive fan base. “Her commentary and styling are very China-oriented, often referencing Chinese pop culture and celebrities,” says Senior WGSN Insight editor Erica Ng, “her most popular Weibo posts include live streaming sessions, giveaways and photos of her at fashion events”.
Weibo following: 2.3m | Total engagement in Jan-Nov 2017: 1.3m | Total engagement at global fashion weeks S/S18: 96k
Mr. Kira is an author and fashion commentator, with content typically featuring celebrities and models at fashion events; each post diligently tagged for maximum exposure. “While his posts tend to be less personal, his coverage of major fashion events is more frequent and well-rounded,” says Erica Ng. Throughout the September 2017 fashion week season, Mr. Kira published 45 posts against an average of ten amongst other Chinese A-list influencers.
Want to know more key influencers? WGSN subscribers can access the full report here.
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