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Top 5 KOLs You Need to Collaborate within the Chinese Market

KOL marketing in China

In the ever-expanding digital marketing, Key Opinion Leaders (KOLs) have emerged as powerful influencers shaping consumer behavior and brand perceptions. This is more evident in the dynamic landscape of the Chinese market, where KOL marketing reigns supreme. To succeed in China’s fiercely competitive market, brands must strategically harness top KOLs’ influence. Here are the top 5 KOLs you need to collaborate with for maximum impact:

Li Jiaqi (李佳琦)

Known as the “King of Lipstick,” Li Jiaqi has amassed a massive following on various social media platforms, including Douyin (TikTok) and Weibo. His expertise in beauty products and engaging content style make him a go-to KOL for brands looking to penetrate China’s lucrative beauty market. Collaborating with Li Jiaqi can elevate brand visibility and credibility through authentic product reviews and tutorials.

Austin Li (李佳杰)

Austin Li, known as “Li Ziqi’s Brother,” has gained prominence for his engaging lifestyle content and cooking expertise. With millions of followers on platforms like Weibo and Xiaohongshu, Austin Li’s influence extends across diverse demographics. Brands seeking to tap into China’s lifestyle and food sectors can benefit from collaborating with Austin Li to create compelling content that resonates with audiences.


Viya (薇娅)

As one of China’s top live-streaming KOLs, Viya commands a massive audience and wields considerable influence in the e-commerce space. Her live-streaming sessions on platforms like Taobao Live and Douyin attract millions of viewers, making her an invaluable partner for brands looking to drive sales and brand awareness. Collaborating with Viya can provide brands unparalleled exposure and access to targeted consumer segments.


Li Ziqi (李子柒)

Renowned for her enchanting rural lifestyle content, Li Ziqi has captured the hearts of millions with her mesmerizing videos showcasing traditional Chinese culture and craftsmanship. With a global following on platforms like YouTube and Weibo, Li Ziqi’s influence transcends borders, making her an ideal collaborator for brands seeking to leverage nostalgia and authenticity in their marketing campaigns.


Mr. Bags ( 瑞丽)

Specializing in luxury handbags and accessories, Mr. Bags has established himself as a leading authority in the fashion and luxury sectors. With a loyal following on platforms like WeChat and Xiaohongshu, Mr. Bags’ endorsement can significantly impact brand perception and drive sales among affluent Chinese consumers. Collaborating with Mr. Bags can elevate brand prestige and visibility within China’s discerning luxury market.


In conclusion, KOL marketing in China presents unparalleled opportunities for brands to connect with consumers and drive business growth. By conducting thorough brand analysis in China and identifying the right KOLs to collaborate with, brands can leverage the influence of top KOLs to enhance brand visibility, credibility, and sales in one of the world’s most dynamic markets.

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