How influencer marketing- Super KOL- works in China

China has a very unique influencer market terms of customized influencer platforms, credible influencers, high ROI sales, and many more. Closed influencer networks created a more interconnected influencer-brand-follower environment. There are two super KOL expand its follower numbers and influence during the pandemic and with huge economic power.

• 'Lipstick King’ Li Jiaqi

In a little over four years, 28-year-old Li Jiaqi rose from being a shop assistant at a cosmetics store to become China’s top beauty influencer. With over 80 million followers across social media, Li has created an online empire that generates more revenue than many shopping malls and listed companies.

Dubbed the “Lipstick King” in Chinese, Li Jiaqi is primarily known for using live streaming sessions to try on a variety of makeup items, especially lipstick. He set the record for selling 15,000 units of lipstick in five minutes in 2018.

During the coronavirus pandemic, Li collaborated with state broadcaster CCTV to promote agricultural products from Hubei province, the initial epicenter of the outbreak. He also frequently participates in promotional activities that aim to help farmers and alleviate poverty, which can generate tens of millions of yuan in sales per live stream session. His tireless charity work has boosted his reputation and strengthened his fan base.

• 'Queen of goods' Weiya

In 2017, soon after Weiya started to be a “live broadcast e-commerce”, 70 million sales were sold in a live broadcast; in 2018, Weiya set a record. Within two hours after the Double 11th, the sales reached 267 million. Tianchao 300 million yuan; Double 11 in 2019, Weiya’s sales exceeded 3 billion yuan, and the number of viewers in a single live broadcast exceeded 40 million …

Here are Weiya's 14 skills to sell 3 Billion Yuans of Products in 1 day:

1. The first thing about live streaming, the draw
2. Preview all product offers
3. Collect user needs
4. Turn “shortcomings” into “advantages”
5. Expand the audience of the product
6. The tone is flustered, the rhythm is in place
7. Talk about user experience and dispel user doubts
8. Guide to give away, increase the number of customers
9. turning surprises, stepped offers
10. limited time, limited, price
11. Good at festivals and fancy trailers
12. Elaborately “build” the live broadcast room to restore the scene with high intensity
13. Strong supply chain, focusing on product selection
14. Create a sincere “personal design”, and carry home-made goods

Sources:

How influencer marketing works in China
Trending in China: ‘Lipstick King’ Li Jiaqi Settles in Shanghai, Prompting a Rethink of ‘Talent’
Chinese superKOL WeiYa uses 14 skills to sell 3 Billion Yuans of Products in 1 day