China Influencer
Marketing That
Converts
KOL and KOC campaigns across Douyin, Little Red Book (Xiaohongshu), WeChat, and Weibo — planned, vetted, and executed by our team in Shanghai.
in Shanghai
Platforms
Vetting
Management
Influencer marketing is the primary driver of brand discovery in China
The Western concept of "influencer" splits into two distinct categories in China: KOLs (Key Opinion Leaders) with massive reach, and KOCs (Key Opinion Consumers) with smaller but deeply engaged followings. The most effective campaigns combine both.
Shanghai Jungle manages the full influencer marketing process — from identifying the right creators and verifying their data, to briefing, content review, live-stream coordination, and performance reporting. We work across all major Chinese platforms and handle every step from our Shanghai office.
Two types of influence, two different roles
In the West, everyone is called an "influencer." In China, the distinction between KOLs and KOCs is fundamental — and understanding it determines whether your campaign budget is spent effectively.
Key Opinion Leaders
KOLs are closer to celebrities in the Western sense. They have professional production teams, large followings, and significant influence in their content field. A single KOL post can generate massive brand awareness overnight. They are essential for product launches, shopping festival campaigns, and live-stream selling events.
Key Opinion Consumers
KOCs are everyday consumers who share personal reviews and product recommendations. Their content feels less polished and more real — which is exactly why it works. When Chinese consumers search for a product on Little Red Book (Xiaohongshu), KOC reviews are often the deciding factor. They build grassroots credibility that KOLs alone cannot create.
Where influencer marketing happens in China
Each platform has its own content format, audience profile, and influencer ecosystem. Choosing the right platform mix depends on your product, target audience, and campaign goals.
How we run influencer campaigns
Every campaign follows a structured process. Here is what it looks like when you work with us — from briefing to final report.
What influencer campaigns cost in China
Influencer fees vary by platform, follower count, engagement rate, and content format. Here is a realistic overview of what to expect across different tiers.
KOC Seeding
Cost-effective way to build a search presence on Little Red Book (Xiaohongshu). KOCs create authentic product reviews in exchange for free samples and a small fee. Ideal for building the foundation of product discovery and social proof.
Mid-Tier KOLs
The sweet spot for most foreign brands. Mid-tier KOLs combine meaningful reach with strong engagement and authentic content. They drive both traffic and conversions without the premium pricing of top-tier creators.
Top-Tier KOLs
High-impact creators for major product launches, shopping festival campaigns, and large-scale brand awareness. Top-tier KOLs deliver massive reach and often work with professional production teams. Live streamers in this tier can generate substantial sales in a single session.
The majority of influencers in China inflate their numbers
This is not an exaggeration. Follower counts, likes, comments, and engagement metrics can all be purchased cheaply in China. Since influencer fees are directly based on these numbers, the incentive to inflate them is strong — especially among small and mid-tier creators.
Paying full price for an influencer with fake engagement is one of the most common and expensive mistakes foreign brands make in China. It wastes budget and delivers no results.
- We verify follower authenticity using data analysis tools and manual review
- We check engagement patterns for signs of purchased interactions
- We cross-reference audience demographics against your target consumer
- We review past campaign performance and actual conversion data
- We reject influencers who do not pass our verification — regardless of their quoted reach
Vetted
in Shanghai
Covered
Every Campaign
What makes our influencer marketing different
China influencer marketing glossary
Tell us about your brand and your goals in China. We will assess which platforms and influencer tiers make sense for your product, and put together a campaign plan with realistic budgets — no obligation, no generic pitch decks.
Whether you need a one-off product launch campaign or ongoing influencer management, every engagement starts with a 30-minute conversation where we listen first.