#Branding in China

KOL: Chinese’s Excellent Business Model

Last modified: January 11, 2018

Chinese based make-up Artist Ming is one of Sina Weibo’s best bloggers, known that a huge number of devotees for her vivid style and short instructional exercises. She is one of the magnificence influencers, regularly called “KOLs” (Key Of Opinion) in China, who are driving an eco-arrangement of many live-spilling stages and educating a crowd of people of countless youthful Chinese shoppers – the two men and ladies – about skincare and corrective items.

KOL, the best influencer of the New Generation

Live gushing furnishes a chance to associate with items before buy. It’s turning into a benchmark type of research, much the same as remark surveys,” says Fu. In spite of the fact that China’s economy has cooled as of late, there has been no abating of the magnificence division, with information from Global market insight distributor Euromonitor indicating complete retail offers of skincare items and make-up items in China achieving 169.1 billion yuan (US$25 billion) and 28.3 billion yuan separately in 2016, year-on-year development of 5 for each penny and 12 for each penny individually


Fu has seen youngsters looking past China’s neighbors in Japan and Korea for excellent impact. Thus, feel related to, for instance, America’s west drift, have turned out to be more mainstream. As indicated by Fu, China’s magnificence purchasers are as yet developing and looking for what suits them and their individual ways of life.

Chinese Consumers

Chinese twenty to thirty-year-olds, each of the 415 million of them have a place with the original of customers in China for whom independence exceeds congruity, which is prompting an adjustment in the items individuals are purchasing and how they are utilizing them.

Young Chinese Ladies

“Chinese young ladies utilize make-up in light of the fact that young ladies need to be more delightful, however it’s not some portion of their ‘style’ or personality,” Fu says. “In the long run, Chinese young ladies will make looks that are their own and separated from different nations. We will likewise observe make-up, excellence, and form turning into a piece of making one of a kind personalities.”

  • Lin, free executive of China International Beauty Expo, trusts natural fixings and male customers are the following enormous thing. “We’ve assessed that in 2017, 70 for every penny of territory purchasers will search for natural excellence items, which is a 8.9 for every penny increment from 2016,” she says.

Chinese Male customers are becoming a big shopper

  • Men

With respect to men, in a current HKTDC study of Chinese excellence shoppers, 63% of male respondents revealed utilizing purging milk, moisturizer or confront cream. China’s sexual orientation proportion has been skewed by a customary inclination for young men, exacerbated by the one-kid strategy. The outcome has been an expected 24 million to 34 million a bigger number of men than ladies conceived in the nation in the course of recent years. By 2030, projections recommend more than 25 for every penny of Chinese men in their late 30s will never have hitched.

“On the off chance that you take a gander at single men, they have extra cash, they are beginning to take a gander at how to style themselves, they work out, they go out in various social circumstances and they need to look awesome,” says Lin, including that as the magnificence business in China turns its consideration regarding male shoppers, they additionally should know that buying conduct among men is altogether different to that of ladies.

  • Age

“On the off chance that you are an effective man in your mid-30s to mid 40s, you won’t not know a great deal about excellence items, since you weren’t raised utilizing them. They purchase the most costly one since it ought to be the best. In the event that the bundling appears to be masculine, looks OK in a man’s lavatory, and it’s not very oily, stop.”

  • Korea & Trends

Following Korea’s lead – where men grasp magnificence items and restorative surgery – Chinese men will search for corrective items, for example, establishment and concealer also.  As indicated by Euromonitor, the general development rate of premium brands achieved 10 for each penny in current esteem terms, or twofold the development among mass brands, which remained at 5 for every penny.

International Luxury Brands in China

China’s blasting online business division is opening the entry for some, top notch brands to achieve profound into China’s heartland without the cost of blocks and-mortar retail. In 2016 and 2017, premium brands, for example, Guerlain, Cle de Peau, Fresh, Kiehl’s, Amorepacific’s Hera and Shiseido’s Elixir brands have all opened lead stores on online business mammoth Tmall.

They like to Work for Hot Brands

An innovative recipient of this pattern was Estee Lauder (a gathering that claims brands including La Mer, Bobbi Brown, Origins and Clinique). It’s as of late discharged entire year deals climbed quicker in China than in some other market, with solid twofold digit retail deals development, and a multiplying of its online business.

Beauty KOL

“Verifiably, the Chinese excellence showcase was driven by skincare, however as of late we’ve seen Chinese purchasers turn out to be progressively energetic about make-up, as well. Lipstick has turned into a reasonable extravagance thing, while developments, for example, Face Cushion are ending up extremely well known,” says Estée Lauder’s Asia-Pacific president Fabrice Weber.

“Magnificence development in China is driven by distinction. Millennial buyers are anxious to have the best, they would prefer not to make due with what’s normal, and when they can extend themselves, they will pick higher quality and better execution.”


Further reading:


Fashion logos

Let's Discuss Your Project?

We are the Most Visible Digital Agency in China

Contact us

Latest China Marketing News

How to Find a Niche Market for Your Fashion Brand in China?

China will become the first world fashion market in 2021, surpassing the US, despite a lower growth in the sector, which will fall from 4.5 to 3.5%. the "The State of Fashion" report by McKinsey and…

Read More >

Understanding the Chinese Lingerie Market

One thing is certain, it is that the subject of lingerie divides cultures and countries. From the manufacturers' point of view, it is obvious that a woman's body must be shown to present lingerie products. However,…

Read More >

Brand collaborations in China: Adidas – Heytea case study

In recent years, more and more brands in China have turned to co-branding, achieving great success. This strategy is in fact highly appreciated by Chinese consumers who have the opportunity to purchase limited-edition products resulting from…

Read More >

Has China become the New fashion capital of the world?

After years of primacy for the role of “counterfeiting capital”, China has finally evolved into a positive new state, becoming the second-largest apparel market in the world and rapidly reaching the title of “New capital of…

Read More >

Chinese New Year 2021: Some examples of Fashion Brand Design

The Chinese New Year is the best occasion for fashion brands to create ad hoc campaigns in order to attract Chinese attentive consumers. Chinese New Year is one of the most significant traditional holidays and gifting…

Read More >

What is The New “Popular” Model for Luxury Brands in China?

Just ten years ago, luxury fashion was a space for the primarily white elite. Front row seats at fashion shows were for legacy publication editors; advertising space featured impossibly thin, white models; and stores were for…

Read More >

4 thoughts on “KOL: Chinese’s Excellent Business Model”

  1. Pingback: How dose KOL keep loyally customers in the fast in Chinses speed E-commerce market. – Site Title

  2. Pingback: How much cost a small KOL in China? - SEO China Agency

  3. Pingback: Chine: Le clash d'un KOL célèbre sur le nouveau rouge à lèvres d'Hermès - Marketing Chine

  4. After reading this I feel like doing marketing campaigns with KOLs is a must-have for all brands wanting to establish their name in China, but what about the budget? It feels like very expensive to bet on them…

Leave a Comment

Your email address will not be published. Required fields are marked *