China = 58% of Global KOL Spend

The Chinese KOL Market Maturing, Not Slowing.By Philip Chen CEO, GMA

China’s social KOL (Key Opinion Leader) economy continues to define the global influencer landscape. According to new data from Ebiquity, China will command 58% of global KOL spend by 2025 ,reaching RMB 93 billion (US$13 billion) and representing 17% of total brand advertising investment in the country. source Campaign asia & Etiquity

This is not a small milestone. It shows the dominance of Chinese platforms in driving digital influence worldwide. But Ebiquity’s report also tells us something deeper , the market is entering a new, more mature phase. Growth is forecast to slow to 1% in 2026, before rebounding to 6% in 2027.

In my view, this is not a sign of weakness. It’s a sign of evolution.

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From Scale to Substance

For years, brands in China chased massive exposure through top-tier KOLs ,celebrities and mega-influencers with broad audiences. Now, that strategy is changing.

Marketers are asking harder questions about ROI, data transparency, and conversion quality. Instead of paying top price for reach, they are looking for measurable impact. This shift is leading brands toward mid-tier and long-tail creators, where engagement tends to be higher, communities tighter, and costs more efficient.

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In short, we’re moving from a “scale expansion” model to a “value optimization” model.

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Platform Dynamics: Not All Growth Is Equal

The structure of China’s creator ecosystem is evolving fast. There are now 2.4 million commercial creators active across Douyin, Weibo, Bilibili, and RedNote, up sharply from 880,000 in 2022. But the composition of these creators varies greatly by platform:

• RedNote (Xiaohongshu) is driven by long-tail and amateur creators , around 85% of its community. It’s a fragmented but cost-effective environment, ideal for niche products and lifestyle storytelling.
• Bilibili maintains a more concentrated pool of mid- and top-tier KOLs (60%), offering premium inventory for brands targeting Gen Z audiences with strong cultural and entertainment ties.
• Douyin and Weibo have largely plateaued at the top, with new growth mainly from junior and emerging creators.

Pricing trends also reflect these platform differences. On Douyin and WeChat, costs for head- and mid-tier KOLs continue to rise, while RedNote sees top-tier price declines but mid-tier cost spikes … Yes it is signaling greater commercial opportunity in the middle. Bilibili shows price growth across all tiers, while Weibo records a mild decline at the top but steady appreciation in the middle.

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A Structural Shift: Diversification and ROI

Mys interpretation is clear ; China’s KOL market is transitioning structurally. The focus is no longer about who has the biggest following, but who delivers the best return.

This new phase is KOL ROI-driven, data-backed, and diversified. Brands are learning to balance visibility with value, using creator portfolios that mix top-tier authority with mid-tier depth and long-tail authenticity.

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At GMA, we’re already seeing our clients embrace this. The smartest brands are not pulling back on KOL investment, they’re restructuring it. They’re building sustainable ecosystems of creators who deliver consistent, trackable business impact.

Top KOL on Douyin in China 2024

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Final Thought: The Maturity Advantage

When a market matures, it doesn’t stop growing ; it grows smarter.

China’s KOL landscape is moving toward stability, accountability, and strategic creativity. This transition will create stronger partnerships between brands and creators, and ultimately, a more professionalized influencer economy.

Growth may slow for a year : but the rebound will be stronger, healthier, and more sustainable.