The importance of Chinese name in brand localization

International brands have to adapt to Chinese consumers in order to be more appealing and receptive to their brand. Brands need get trust in such competitive market. Chinese name is part of brand localization strategy.

What is localization?

  • Localization is about finding the parts that need to be changed to make the targeted audience receptive to the brand, rather than trying to change everything.
  • In order to appeal to the individual consumer, the brand needs to appeal to the specific characteristics of their target customer.
  • Localization is more than just translation. It does include the Chinese name topic, the brand design, the packaging, the key points of communication, the key visuals…Chinese name is part of a localization strategy for a brand in China.
  • Localization is even more important now. Have you ever heard about Guochao, the integration of traditional Chinese culture in brand’ marketing.

Key purchase drivers in China

  • It is vital to understand Chinese consumers to define and execute a marketing plan for China which has a unique set of purchase drivers.
  • According to a KPMG report published in 2020 after Covid, Chinese people are mostly concerned with value for money when deciding to purchase goods or services. The second influencing factor is the ease of purchase, closely followed by the trust in the brand.

The importance of a Chinese name

  • Chinese consumers are usually more reassured about long lasting, famous brands. Branding is key in China. If you are a new comer in China market in sectors such as life style, fashion, beauty, luxurious products…, it is then better to have a Chinese name. Chinese name is part of brand localization strategy.
  • Having a Chinese name is the first step of your localization strategy together with protecting your IP.
  • It will show that you care about the Chinese consumers and that you have a long term strategy in China.
  • The purpose of having a Chinese name is to be appealing to Chinese consumers and also to increase your brand awareness.
  • The name of a brand is an essential element, it is the first image you give to your future customer. But, it also allows you to ensure the transmission of your values, in any culture. A good translation can give a boost to your brand as soon as it enters the market.

How to find the right Chinese name for your brand

  • A pronounciation translation is the most commonly practiced, and the simplest. But, it can have no meaning or be contrary to the values of the company. It is therefore better to think differently. And do not forget that a Chinese name should be unique and not similar to an exiting brand
    • A good exemple is CocaCola
    • A bad exemple is “Best Buy , as their Chinese name (百思买 ) means Think hundred times before buying. Best Buy has failed in Chin
  • It is also possible to opt for a “translation by meaning”, to set aside the pronunciations, and more favor the character of the brand, to reflect the brand’s attributes and values.
    • A good exemple is the commercial and supermarket company Carrefour with Chinese name ‘家乐福’ (with meaning of Home Happiness Fortunate)

  • Another good exemple is BMW  which is translated 宝马, (with meaning: Precious Horse) . This refers to the frames of the heros of legendes, characterized by their rapidness, their  elegance and their heroic spirit. It is really a mix of both western culture with the automobile with the horse power but also with Chinese culture with horse considered as the symbol of freedom and speed

Some other exemples of brand names in Chinese

The translation, localization or adaptation of brand names for the Chinese, or any foreign, market is an intriguing part of globalization. It’s crucially important….and if you get it wrong…it can be devastating

Being unique is really key for a brand in China

  • When dealing with your localization strategy and your brand name, you must make sure that your name is unique to distinguish yourself from the competition.
  • A unique name is important for the following reasons:
    • Your brand needs to be kept in the mind of your customers, and be associated with your products and services
    • With a good Chinese name, it will help you to create a good story line for your brand and develop the proper awareness
    • A meaningful Chinese name will impact the Chinese consumers in their subconscious, creating stimulation and desire to buy your products
    • And of course, unique name is important for any SEO strategy and generate traffic to your shops

6.18 Shopping Festival : another high turnover post Covid-19

6.18 Shopping Festival

The 18th of June was the 6.18 Shopping Festival in China, known as the crucial business opportunity for all e-commerce platforms, occurring from 1st of June to 18th of June.

6.18 was first created by in 2004 but the event has been spread by other major e-commerce platforms such as Tmall, Taobao, Pinduoduo…

Although Tmall’s turnover was higher in 2020 (698.2 billion yuan) than this year’s (578.5 billion RMB), the results post Covid-19 are still impressive. On the contrary, raised its total revenues (269.2 billion RMB in 2020 against 343.8 billion RMB in 2021).

Tmall campaign for 618 Shopping Festival

Tmall campaign for 6.18 Shopping Festival

Technology and Food on the rise on

According to the sales data of, this year, the high volumes of purchases were dedicated to :

Technology :

🔶 Gaming mobile phones (increased by 5 times year-on-year)

🔶 High-end notebook computers (increased by 145% year-on-year)

🔶 Giant screen TVs over 75 inches (increased by over 300% year-on-year)

🔶 Air conditioners (increased by 7.2 times year-on-year)

🔶 Intelligent noise reduction earphones (increased by 300% year-on-year)

According to JD’s big data, a total of 236 brands have sold more than 100 million yuan, including 73% of Chinese brands.

Food :

🔶 Organic food sales (increased by 315% year-on-year)

🔶 Mystery box sales (increased by 6 times year-on-year)

🔶 Pet smart products (increased by 5 times year-on-year) –> our article about Pet Economy here

🔶 Health products such as melanin, vitamins, and probiotics have increased as well

By the way, international products from all over the world have had a good showing as well. For example, transaction volume of imported products increased 10 times compared with the previous period. JD Worldwide imported gaming phones increased nearly three times and imported dry cat food increased 108%.

Strong Logistics and Supply Chain efficiency attested that consumers in 92% of districts and counties and 84% of townships in China enjoyed the high-efficiency experience of “D-day delivery” (当日达) and “next-day delivery” (次日达). In addition to the large-scale and time-efficient service reach, this year, the pre-sale model innovation has again increased, covering more categories and more regions. 

Consumers in more than 200 cities across the country can experience it right after paying by choosing the “minutes delivery service” (分钟达) that is faster than usual. On-demand consumption has been solidified as a shopping trend in China. The experience of receiving orders in one-hour has brought the customer experience to a new level. managed autonomous delivery vehicles’s autonomous delivery vehicles

In the context of the rapid increase in the volume of large-scale business orders, the national average daily order volume forecast accuracy rate exceeded 95.5%. In addition, JD’s smart supply chain makes more than 400,000 supply chain smart decisions every day, including replenishment, allocation, etc…

Live Streaming was the best sales tunnel

64.5 billion RMB is the total sales of e-commerce by live streaming, led by the well-known Chinese KOL Austin Li, Viya and Cherie.

KOL launched a series of live streaming during 618 Shopping Festival

Li Jiaqi 李佳琦, Viya 薇娅 and Cherie 雪梨

On Tmall, the turnover generated via live streaming sessions in the first hour of 1st of June was the equivalent to last year’s average daily turnover.

Besides, the turnover of more than 1,700 brands exceeded the entire day of the same period last year.

Being part of big shopping festivals in China are not just about selling products, but also a big opportunity to build long-term growth. See our article about the future of retail here.

The Future Upcoming Festivals

📅 Qixi Festival : 14th of August

📅 Mid-Autumn Festival : 21st of September

📅 Single’s Day : 11th of November

520 Festival : Celebrating Love in China

520 Festival in China

The 20th of May in China, couples send to each other by message : “520”, pronounced “wu er ling” whose sound is similar to “Wo ai ni” 我爱你, a way to celebrate love, equivalent to Valentine’s Day in western countries. 520 has become a love-themed holiday and it is the best time for brands to promote their products and services as well.

How brands celebrate love differently ?

Here are 3 campaigns that give off a message built around a storytelling rather than a product :

Love Yourself & Girl Empowerment

“You not only have to know where to fight,

But also to know the moment when to have a break,

And to enjoy the wonderful things of life” – He Sui

This year, Victoria’s Secret, the famous American lingerie brand, launched a campaign focused on women aspirations and self-esteem called “Be oneself” (做自己) in the format of an intimate interview.

For this second episode of “Be oneself” series, the Chinese female model He Sui answered several questions about her woman’s journey, dreams and difficulties, to which she sincerely replied that embracing inner self and enjoying the wonderful things in daily life are very important to build her own woman identity.

Pictures from Victoria’s Secret’s Wechat official account

The interview is interspersed with photos of He Sui dressed in the prettiest Victoria’s Secret’s outfits that female customers can find by clicking on the mini program at the end of the campaign.

Picture from Victoria’s Secret’s Wechat official account

Celebrate all forms of love : Couple Love, Sister Love, Best Friend Love

Love is not expressed just for boyfriend / girlfriend, is it ? In life, we face all forms of love : love of partners, love of family, love of friends…

This is precisely what The Kooples wanted to show with matching outfits, not similar but complementary outfits and fashionable.

Pictures from The Kooples’ Wechat official account

The limited collection is not only trendy, but so is the campaign’s format. On Wechat, the campaign gives to the user a feeling of being a photographer shooting friends in an urban setting while the pieces of clothes are flashing up on the screen.

Pictures from The Kooples’ Wechat official account

Love is Love

Blued, the Chinese gay social network, interviewed 6 young men by asking them what was the gift they gave to their first love.

The diary-like advertising adopts a soft and poetic tone and offers a discount to the clothes collection by clicking on the mini program. 

Pictures from Blued’s Wechat official account

Creative campaigns on Wechat will convince customers for being relatable and consequently generate sales throughout the Chinese super mobile app.

5 components to run a great campaign that will resonate to the Chinese audience :

  • Having a strong message
  • Personalisation of the campaigns’ ideas according to Chinese culture and Gen Z evolving vision
  • Using KOL, idol’s or model’s face
  • Showing off beautiful graphic design and creativity
  • Purchase facility with links embedded to Wechat store

Gamification : between creativity and customers loyalty

Gamification with Valentino & Animal Crossing

E-commerce gamification in China has always been a top strategy for festivals such as Double 11. But now brands are using gamification in all marketing campaigns to capture consumers’ attention and increase their engagement, and then convert in sales.

One of the reasons is that shopping in China is first of all experience and entertainment.

Raising interest through Consumer enjoyment

In order to catch the attention of Gen Z customers, Pull&Bear (Spanish ready-to-wear brand) launched “Pacific Game”, a game which displays a virtual trip from California to Tokyo, inspired by arcade classic games. The aim of the game ? The player’s objective is to avoid obstacles and grab clothes. People can get access to the game from Pull&Bear’s Wechat official account.

[Photos from Pull&Bear’s Wechat official account]

It is about a new environment which allows the user to interact with the game instantly, without downloading it. 

Curiosity, fun and enjoyment are all intrinsic motivations, consequently people will gain inherent satisfaction by playing a game.

[Photos from Pull&Bear’s Pacific Game]

Game collaboration 

Customization in Animal Crossing: New Horizons is extensive. Having the ability to carve out your own island is possible and there have been some stunning designs and methods used since the game’s release.That’s why Valentino showed off looks for the character’s video game.

On Valentino’s Wechat official account, users can click on the Animal Crossing’s characters, then view clothes worn by a model.

[Photos from Valentino’s Wechat official account]

E-learning and Entertainment

In the educational field, a growing research interest in using mobile augmented reality (AR) and the gamification concept have emerged to promote environmental education and to improve the learning experience process.

Fun China World is a game-based platform for learning the Chinese language and culture. From beginning to advanced level, learners are immersed in a virtual China where they accomplish quests by answering quizzes, interacting with different characters and exploring Chinese culture.

In addition to providing students with an immersive entertaining learning experience, the platform also provides tools for classroom teaching, such as homework assignments and other online learning system functions to meet the needs of schools and families.

[Photos from Fun China World]

It is well developed by experts with the background in technology, linguistics, education and game design. Every new update is notified on their Wechat account.

Wechat is a unique Chinese social platform where gamification can increase brand’s awareness and customers’ loyalty. Moreover, brands are able to keep accumulating and operating their own digital assets and finally, converting to sales.

We can propose customized digital marketing services according to your ambition to create your Chinese story and expand your brand

Guochao (国潮) : the integration of traditional Chinese culture and style in brands’ marketing


Have you ever heard of the term “Guochao” (国潮) ?

In Chinese, “guo” (国) means “country” and “chao” (潮) means “tide”. With growing levels of national pride, Chinese youth is now looking for unique ways to identify themselves with their Chinese roots in a world greatly influenced by Western aesthetics.

Chinese gen-Z people have become one of the largest spending groups in China and many local brands play the nostalgia’s and culture’s card to attract them.

Visual and aesthetics matter a lot

Chinese millenials consumers are more nationalistic and brimming with cultural confidence in comparison with older generations. When it comes to shopping, they show interest in the product’s packaging and the experience delivered.

They are mostly the generation most able to obtain the latest trends, especially for new limited collections : it makes them want to collect something rare, precious and cool.

Catkin Summer Palace collection (BB cushion and lipsticks set)

[Photos from Catkin’s website]

Catkin (卡婷) is a Chinese cosmetics brand that offers products of good quality and luxury packaging with a competitive price.

The best sellers of Catkin are the Summer Palace collection products. The outcome ? The Summer Palace collection, especially the lipsticks, launched in 2019, went viral and was quickly sold out on Tmall within 24 hours ! 

On Catkin’s Wechat official account, customers can purchase online either through Wechat store or Tmall store. There is also a VIP space where people can test new products.

Purchasing on Catkin’s Wechat store 

[Photos from Catkin’s Wechat official account]

These products have been so successful that the brand’s awareness crossed overseas. Catkin discovered that foreigners in Asia or in other countries requested to purchase the collection as well. Indeed, Catkin has over 10 distributors in foreign countries such as Singapore, Vietnam, Malaysia or Thailand and offers free shipping in the United States, United Kingdom, Canada and Russia.

Emotion and experience are tied together

The Guochao trend not only reflects the sudden rise of domestic brands, but also the resurgence of Chinese cultural elements and traditional style. Fashion brands like Li Ning (李宁) or Randomevent (随机事件) are putting forward cultural elements and traditional lifestyle to create more fashionable yet modern styles that young Chinese can be identified to.

Campaign for Randomevent Market 

[Photos from Randomevent]

For example, Randomevent launched in April “Randomevent Market”, a range of clothes and accessories putting forward the daily life of merchants at market in Hangzhou. The motto written over all pieces of clothes is 称心如意, a Chinese expression for “everything one could wish”. 

Randomevent opened a pop-up store in Hangzhou Kerry centre with a market look alike welcoming atmosphere. Customers can walk from the fruits department to the seafood corner where the new clothes are displayed.

Pop-up store in Hangzhou Kerry Centre

[Photos from Randomevent]

By celebrating authentic and local atmosphere with fashion, streetwear and comfortable clothes, the brand won Chinese millennials’ hearts and aimed accurately at its phygital strategy, online and on site.

Shopping online through Wechat 

[Photos from Randomevent’s Wechat official account]

Nowadays, Chinese gen-Z are looking for a new meaningful connection with brands, so it is important for new international brands entering China to embrace these values of Chinese pride. International brands need to establish strong communication with their target consumers and make a clear value proposition to them.

We can propose customized digital marketing services according to your ambition to create your Chinese story and expand your brand

Virtual influencers : the future brand ambassadors ?

Virtual Influencers in China : the future ambassadors ?

Recently, programmable virtual influencers are becoming much more attractive to brands.

Blending together artificial intelligence and anime characters make virtual idols / influencers who are digital creations that have been a buzzy trend in the viral marketing world since the first appearance of Lil Miquela, a social experiment and virtual influencer made by 2 Americans.

The emerging virtual idol sector, backed by China’s younger generation, has been on the fast development track in recent years, with more domestic internet firms increasing investment in this market.

How do virtual influencers reach consumers ?

Idols in the fashion industry

The doll-like Noonoouri is one of the more successful international virtual influencers in China. In 2018, Alibaba Tmall Luxury Pavilion launched a mobile game with Noonoouri where users could dress her up with different outfits of famous brands.

Created by the Munich-based graphic designer Joerg Zuber in late 2017, she fronted the cover of Vogue Me China and signed a contract with Condé Nast China, allowing the publishing company to represent her in the traveling market. 

Noonoouri collaborated with Vogue Me, Furla and Gucci

AIGLE, the French brand has chosen Noonoouri as virtual ambassador to present its Virtual Traveller Spring Collection dedicated to travel in the digital age

Apart from being a fashion inspiration, Noonoouri also raises her voice for children, animals, nature and feminism and supports organisations such as Fashion For Relief and WWF.

Private traffic for social e-commerce

Perfect Diary has created an efficient CRM system on Wechat that builds closer relationships with customers : Xiao Wanzi (小完子), the virtual beauty advisor.

On Perfect Diary’s Wechat official account, customers can select 擦小完子 (contact Xiao Wanzi), then add her to their contacts’ list with a friend’s request.

Xiao Wanzi will appear in the chat’s list and will send messages as if she were a real friend.

Xiao Wanzi, Perfect Diary’s virtual beauty advisor on Wechat

Xiao Wanzi is yet another successful customer experiment, one combining influencer marketing with creating private traffic.

Perfect Diary is personifying its band image through the fictional character Xiao Wanzi and is funneling customers and WeChat followers into groups. In these Wechat groups, people can share the kind of beauty tools they use, their feedback about it and the shops where they bought it. Perfect Diary wanted to create a friendly and intimate atmosphere, as close friends chatting moments.

Xiao Wanzi is mostly in charge of bringing up topics and answering questions. She also gives the group members exclusive promotions and first access to new products. 

Consequently, Xiao Wanzi represents the perfect tool of building trust and loyalty to the consumers.


Xmov company created AI performance animation technology character named Ling (翎). She promotes Chinese national tide called “Guochao” (国潮) as the national essence of Peking Opera and the combination of classic and modern fashion.

Ling on Douyin

With commercial programming, the 3D virtual figure will engage in business endorsements, live broadcasts, and participate in online and offline activities.

How to position a beauty brand on the Chinese market ?

How to position a beauty brand on the Chinese market ?

Did you know that China is the world’s second-largest cosmetics market after the U.S. in terms of revenue according to Statista ? This ranking is powered by urbanization, growing disposable income by Chinese people, and of course social media’s huge influence. 

China’s beauty industry is experiencing rapid growth and international beauty brands are taking up Chinese social media, especially on Xiaohongshu (RED).

How do international beauty brands enter the Chinese market ? 

Brand positioning and branding communication are key points to reach Chinese customers.

But before that, you have to set up a brand notoriety strategy.

How do international beauty brands evaluate notoriety ?

The competition on the beauty market is fierce, including Chinese brands, foreign brands and the new trends which are constantly evolving.

The first step is to make a brand awareness analysis on Chinese social media and platforms : 

  • Baidu (Chinese main search engine, compared to Google)
  • Zhihu (Chinese platform where you can get answers for all kinds of topics).

With 220 million registered users, Zhihu is a real tool of trust since it creates interactions of questions and answers between a group of people around a subject

  • Wechat (Chinese first super application and most popular mobile application)

Estée Lauder (American cosmetics brands) on Baidu

Shiseido (Japanese cosmetics brands) on Wechat promoting eye cream

Then, do some research on Chinese e-commerce platforms :

  • Taobao (China’s leading e-commerce website for C2C)
  • Tmall (commercial website based on Tаоbао platform, operating on the B2C system)
  • (the largest retailer in China)

Nivea (German skincare brand) on Tmall

How do international beauty brands differentiate from the competitors?

Then, international brands have to identify their targets and highlight their added value according to the Chinese consumers needs :

  • Taking the Chinese culture into consideration
  • Be aware of the best sellers beauty products of the moment
  • Be informed about the trends on the spotlight

Users on Zhihu gave feedback about skincare products of Innisfree (Korean beauty and skincare brand). The range of products above is mainly made with tea from Jeju Island

What are the marketing methods for international beauty brands ?

After completing these steps :

Raising awareness → Creating interest → Branding communication → Customers conversion

Brands need to implement marketing strategy with the help of specialized agencies :

Dior’s Wechat mini program store

For more information about the Chinese market, do not hesitate to contact us at 

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Wechat Channels for Marketing

Wechat Channels

If you use Wechat, you have probably been using Wechat Channels, a section launched since January 2020, accessed through the Discover part of the Chinese super-app, right underneath Wechat Moments. 

Wechat Channels is a public feed of video and photo content, which can be searched using keywords and hashtags.

Wechat Channels is build through social connections

Wechat Channels is working on 4 different feeds :

  1. Accounts you follow
  2. Content that your contacts have liked
  3. Real-time trending content 
  4. Content posts according to your actual location (only if you give the right in the parameters)

Wechat Channels

As a brand, your content could be liked, thus appearing on their friends’ Wechat Channels. Consequently they could like your content as well or just scroll down, and that is raising your brand’s awareness.

Short video is highly recommended

Short video marketing is an indispensable part of a brand’s digital journey in China. Wechat Channels mostly highlight short videos because people want to see fun and entertaining animated content. Video shares are a powerful indicator to consider.

Wechat tends to recommend other similar content to people and it can help brands to reach more potential target audiences.

Drive traffic inside Wechat

Starting with a video seen on Wechat Channels, people could click on your brand’s official Wechat account or click on your product’s page and Wechat mini-program if you provided it.

The shop is linked to Wechat account on which cooking tools are sold (on the second picture above : mini rice cooker and hot plate)

DTC brands are taking advantages of Wechat Channels

Using Wechat Channels is a good way for Direct-to-consumer brands to deliver products directly to customers without going through an intermediary. Consequently the delivery process is faster and more personalized.

Besides, consumer data is easier collected for brands to improve their CRM system.

Example of customer journey through Wechat Channels

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Studying on Bilibili is the new trend

Studying on Bilibili is the new trend

Bilibili 哔哩哔哩 (also known as B 站) is one of the most popular video sharing platforms in China with anime, manga, and video game fandom-themed.

Users on Bilibili can spend time watching all kinds of videos about lifestyle, cooking, livestreaming video games and studying content as well.

Since the coronavirus outbreak, studying has shifted to a full digital process. Bilibili has already been betting on the education market, with millions of education-related videos uploaded by its users. 

With more than 140 million views in 2019, study-from-home content has been the most popular category

Let’s see the trends related to education :

Bilibili, the official online platform for education

Last year, the Shanghai Municipal Education Commission has designated Bilibili as an official platform for online education in facilitating online classes. All the schools have done livestreamed classes or recorded classes and Bilibili has set up a special section, named Kongzhong Ketang (Classroom On-Air in English) for students to access the platform.

Universities like Tsinghua University and Peking University have also joined Bilibili with livestream classes and graduation ceremonies.

1.6 million followers on Tsinghua account

Studious environment with livestreaming study rooms sessions

With over 8 hours in a row, videos of study room sessions (自习室) have been seen by at least 1.8 million users. It creates a studying environment in real time. By using the #StudyWithMe on Bilibili, users stream their study routine and provide a help for people who are preparing for exams or for those who are looking for a virtual companion that makes them feel less lonely.

Virtual study room on Bilibili

Mentoring lessons

In order to help students learn foreign languages, viewers can watch some videos along with a mentor’s voice teaching grammar and giving exercises. Viewers can write their questions and answers in the comments below the video where the mentor responds individually.

Learning English video on Bilibili

Learning English video

English teaching tutor on Bilibili

Chris provides English learning videos for Chinese people

Students can also watch videos from well-known edtech apps such as Yuanfudao or Zuoyebang.

Yuanfudao is a tutoring app that offers a wide range of online learning products like live lessons and Zuoyebang is specialized in e-learning. Powered by machine learning, the platform provides online courses, live lessons and homework help to students ranging from kindergarten to high school. 

Variety of resources for self-learning

On Bilibili, teachers, experts or users share their acknowledgement about literature, computer science, law, psychology, finance and foreign languages.

Luo Xiang, professor of law at China University of Political Science and Law in Beijing, talking about criminal law

For more information, do not hesitate to contact us at

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Why KOC are more impactful than KOL ?

Key Opinion Consumers in China

Today, implementing influencers or Key Opinion Leaders (KOL) in a brand’s strategy is very efficient and even essential to reach the right customers

By their large audience (+29 millions followers on Li Jiaqi’s Weibo account), KOL are heavily influencing their followers’ purchasing decisions by presenting a product. Nonetheless, they often belong to influencers agencies with whom you have to negotiate the price and well-known KOL require a lot of money.

When choosing the right KOL, brands should make sure that the KOL content fits with the brand image, and that the audience is the right one.

You also need to be aware that many KOLs are fake and you need to make your own due diligence to choose a KOL.

Apart from KOL, a new group of influencers is more and more effective than big influencers : Key Opinion Consumers (KOC)

Here is the reasons why small and medium companies should consider to bring KOC in their marketing campaigns :

KOC are followed because of their lifestyle rather than popularity

Fashion and cosmetics addict on Xiaohongshu

Today, followers tend to follow other people that share personal stories and inspire by their personal lifestyle (healthy food, pet education and nutrition, field of studies, gaming…).

KOC don’t work in influencers agencies but by showing pieces of their daily life on social media, they indirectly influence their community.

For example, the last bag they purchased in sales, the new brand pet food they bought online or the food delivery service mobile app they recommend, all represent influence on their followers’ decision of consumption.

KOC are more accessible than KOL

Food recipes on Xiaohongshu

With a smaller audience (less than 30 000 followers) than KOL, KOC can easily get in touch with their followers and can give some recommendations to them based on their own experience.

KOC are trustworthy

Showing dog food, clothes and accessories on Xiaohongshu

When buying products, people are more likely to talk to a “friend” than a brand ambassador that promotes products. People are looking for authenticity and advice.

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