THE HOLY GRAIL OF CHINA MARKETING: MICRO-INFLUENCERS, KOCS AND PRIVATE POOLS
In 2020, China’s marketing landscape was transformed by new, cost-effective ways for brands to engage with consumers. Gone are the days when traditional celebrity endorsements were the go-to marketing tool for reaching a mass audience. Now, micro-influencers, Key Opinion Consumers (KOCs), and private pools are taking the spotlight. These marketing channels, often overlooked by brands outside of China, are the key to unlocking China’s vast and dynamic consumer market.
With more than 900 million active social media users and a fast-evolving digital environment, China presents unparalleled opportunities for brands. However, to truly succeed in this market, brands must adapt and harness the power of these modern influencers, who are reshaping consumer behavior and driving social commerce.
This guide dives deep into the world of micro-influencers, KOCs, and private traffic pools, offering actionable insights on how to leverage these tools effectively in China’s digital-first economy. With these insights, brands can achieve authentic consumer engagement, enhanced brand loyalty, and higher ROI, all while navigating the complexities of China’s social media ecosystem.
What’s Inside The Book
“Micro-Influencers, KOCs, and Private Pools: The Holy Grail of China Marketing in 2020” provides a comprehensive look at the emerging digital marketing strategies that are driving consumer engagement in China. Here’s a sneak peek of what you’ll learn:
Understanding Micro-KOLs and KOCs: Gain insights into the differences between Key Opinion Leaders (KOLs) and micro-KOLs, and why micro-KOLs and KOCs are emerging as essential tools for marketers looking to create genuine consumer connections.
How Micro-KOLs Drive Engagement: Learn how micro-influencers use their smaller but highly engaged followings to drive better engagement than larger influencers or traditional KOLs.
Private Traffic Pools: Discover the power of private traffic pools in China, where brands can engage with their most loyal consumers in exclusive, closed communities on platforms like WeChat and Xiaohongshu.
Influencer Marketing Tactics: Learn how brands are using KOCs and micro-KOLs in their influencer marketing strategies across Chinese platforms to enhance brand awareness and drive sales.
Real-World Case Studies: See how successful brands have leveraged these marketing strategies to expand their presence and grow their market share in China.
Actionable Advice: Get practical steps and tools for finding the right micro-influencers and KOCs, building private traffic, and executing successful campaigns in China’s social commerce ecosystem.
WHAT IS MICRO-INFLUENCERS, KOCS AND PRIVATE POOLS, AND WHY DOES IT MATTER?
In the past few years, China’s marketing environment has undergone a dramatic transformation. With over 900 million active online users, social commerce has become the dominant force shaping consumer behavior. In this environment, micro-influencers, KOCs, and private pools are central to how brands engage with consumers in a way that feels personal, authentic, and direct.
Micro-influencers typically have smaller followings than traditional KOLs, but their engagement rates are far higher. These influencers often focus on niche markets, with followers who trust their opinions and content. Because their communities are highly engaged, micro-KOLs are an essential tool for brands looking to create personalized and impactful content.
KOCs, or Key Opinion Consumers, are individuals who aren't professional influencers but are everyday consumers with a trusted voice in their personal circles. They offer an even more authentic form of marketing as their influence is built on the trust and credibility they have within their close networks. KOCs are highly effective for brands aiming to tap into grassroots-level marketing efforts.
Finally, private traffic pools refer to brand-owned, closed communities that allow brands to engage directly with their most loyal customers on social media platforms like WeChat. These private pools enable personalized communications and foster long-term brand loyalty by offering exclusive content, promotions, and more.
As consumers continue to reject traditional advertising and demand more authentic, personalized experiences, micro-influencers, KOCs, and private pools provide a direct line to highly engaged audiences. These channels are crucial for brands aiming to stand out in China’s crowded digital landscape.
Key Highlights: What You Need To Know About Kol Marketing In China
MICRO-KOLS AND KOCS DELIVER HIGHER ENGAGEMENT
Compared to large-scale influencers, micro-KOLs and KOCs offer a higher engagement rate. Their content is more relatable, and they connect with their followers in a personal, genuine way, which makes their recommendations more trustworthy.
PRIVATE TRAFFIC MARKETING IS GROWING
Brands in China are increasingly focusing on private traffic pools. By leveraging platforms like WeChat, brands can build long-term, loyal customer relationships in a way that feels more exclusive and authentic.
SOCIAL COMMERCE DOMINATES
Social commerce has become a dominant part of China’s e-commerce landscape. Consumers are purchasing products directly through social media platforms like Weibo and Xiaohongshu, making it crucial for brands to engage with these platforms.
COST-EFFECTIVE MARKETING WITH MICRO-KOLS AND KOCS
Micro-influencers and KOCs provide a cost-effective marketing strategy compared to traditional celebrity endorsements or large-scale influencer campaigns. With lower costs and higher engagement, brands can achieve a higher ROI using these tools.
LOCALIZATION IS KEY
Marketing strategies in China must be highly localized. By understanding local consumer behavior, trends, and preferences, brands can tailor their messaging and products to resonate with the diverse Chinese market
KEY TAKEAWAYS: HOW TO MASTER KOL MARKETING IN CHINA
LEVERAGE MICRO-KOLS AND KOCS
Micro-KOLs and KOCs are highly effective at building trust with niche audiences. Their engagement rates are higher than that of celebrities and KOLs, making them a perfect tool for brands aiming for authentic connections.
CREATE PRIVATE TRAFFIC POOLS
Build and maintain private traffic pools to engage directly with loyal customers. These exclusive communities provide a platform for brands to offer personalized communication and promotions.
INTEGRATE SOCIAL COMMERCE INTO YOUR STRATEGY
China’s social platforms like WeChat and Xiaohongshu are hubs for social commerce. Incorporating these into your marketing strategy allows you to engage directly with consumers, pushing them toward conversions.
STAY AUTHENTIC
Micro-KOLs and KOCs are valued for their authenticity. Brands should focus on building genuine relationships with these influencers to maintain credibility and foster loyalty.
PERSONALIZE YOUR MARKETING
Understanding the needs and preferences of different consumer groups in China is key to successful marketing. Personalize your messaging and offers to resonate with your target audience.
CASE STUDY: HOW MINISO BUILT ITS SUCCESSFUL KOC STRATEGY TO ENGAGE CONSUMERS IN CHINA
In Q1 2024, Miniso reported an impressive 54% increase in net profit compared to the previous year, supported by popular products such as the Dundun Chicken, Loopy plush toys, and Disney 100th Anniversary stamp blind boxes. Behind this success is Miniso’s unique strategy of leveraging Private Domain KOCs (Key Opinion Consumers), who played a vital role in creating content that led to 17 billion exposures and saved the brand 40 million RMB in marketing costs. The KOC-based marketing strategy allowed Miniso to keep its Cost Per Thousand Impressions (CPM) as low as 10 RMB, a fraction of the 200 RMB CPM seen with traditional paid advertising. The integration of KOCs, alongside product innovation, has allowed Miniso to maintain its edge in a highly competitive market. But how did Miniso achieve this?
STEP 1: BUILDING A SUCCESSFUL KOC OPERATION
Miniso’s approach to KOC operations began in March 2020 when the brand trialed community-based operations through offline stores. By encouraging customers to join exclusive groups through on-site promotions like free shopping bags and coupons, Miniso was able to recruit a large number of users to its ecosystem. In 2022, Miniso officially launched its KOC program, with more than 20 million private domain users in place.
Unlike traditional KOC recruitment models, Miniso’s strategy involves creating dedicated KOC communities for the unified management of KOCs. The KOCs are provided with relevant training and content creation support, making sure they are well-equipped to engage their audience with quality content.
STEP 2: KOC INCENTIVES TO DRIVE CONTENT CREATION
Miniso established a KOC incentive system to encourage high-quality content creation. KOCs are categorized based on their content output and engagement levels:
Entry-level KOCs receive incentives for publishing content across various product categories.
Mid-level KOCs are rewarded with greater benefits for consistently engaging and publishing multiple posts.
Advanced KOCs are invited into an exclusive group after creating high-engagement content, such as viral
posts with 1,000+ interactions (likes, comments, shares).
However, Miniso’s content creation process is not without challenges. Even entry-level KOCs face hurdles in meeting the brand’s stringent content and interaction standards, with some struggling to get their posts approved or published. Despite these obstacles, Miniso continues to grow its KOC network, ensuring that only those who produce quality content remain engaged in the brand’s ecosystem.
STEP 3: FOSTERING CONTENT QUALITY WITH KOC COLLABORATION
Miniso’s KOC content quality is further enhanced by official support in the form of content co-creation. The company maintains exclusive KOC communities where experienced KOCs provide guidance to newer members. This collaborative environment ensures that high-performing KOCs have a platform to share insights and tips on content creation and market trends.
In some cases, Miniso encourages KOCs to develop viral challenges or “hype” around new products, such as the “blind box challenge” (weighing blind boxes to predict contents) or limited-edition collaborations like those with Disney. The brand actively collaborates with high-performing KOCs to share potential viral content ideas and launch promotional events with tailored incentives.
STEP 4: KOC-DRIVEN CONTENT AND REVENUE EXPANSION TO OVERSEAS MARKETS
Miniso’s KOC-driven strategy has not only yielded strong domestic success but has also paved the way for international expansion. By applying this localized KOC model to overseas markets such as Indonesia, Miniso has established an effective private community on WhatsApp, where local KOCs generate a significant portion of the brand’s Gross Merchandise Volume (GMV). This expansion has helped Miniso continue to produce high-quality content that generates 3.2 billion exposures monthly, thanks to the global spread of the KOC network.
STEP 5: CONTENT CREATION AND BRAND GROWTH IN A COMPETITIVE MARKET
Miniso has been able to foster a collaborative content creation process where KOCs work hand-in-hand with the brand to produce content that resonates deeply with the target market. This approach has allowed Miniso to escape the price wars that have traditionally dominated retail by focusing on emotional and experiential value rather than competing solely on cost.
The introduction of exclusive products and collaborations with popular local IPs has allowed Miniso to position itself as a brand that offers not just products, but experiences. For example, the Loopy plush toy became a viral hit through KOC content that captured the hearts of consumers across the country. The brand’s commitment to staying ahead of trends and integrating popular culture into its offerings shows how Miniso’s KOC strategy works to build long-term brand loyalty.
Ready to Unlock Your Brand’s Potential in China?
Don’t miss out on the opportunity to engage effectively with Chinese consumers. Leverage the power of micro-influencers, KOCs, and private pools to elevate your marketing strategy!
Download “The Holy Grail of China Marketing” now to gain actionable insights and proven strategies for success in this dynamic market.
Who Are This Books For?
“Micro-Influencers, KOCs, and Private Pools: The Holy Grail of China Marketing in 2020” is essential for:
Digital Marketers
If you’re managing a digital marketing campaign in China, this book will help you understand how to utilize micro-influencers and KOCs to reach your target audience authentically.
Brand Managers
For those managing brands in China or looking to expand into the market, this book offers valuable information on how to leverage Chinese social media and influencer marketing.
Entrepreneurs And Business Owners
Whether you’re launching a new business in China or expanding your current brand, this book will help you understand local consumer behavior and effective marketing strategies.
E-commerce Professionals
If you’re working in e-commerce, this book provides insights on how to optimize your brand’s online presence in China and drive conversions using micro-influencers and KOCs.
Kols And Influencer Marketers
If you’re in the business of influencer marketing, this book gives you a deeper understanding of how KOCs and micro-KOLs impact consumer behavior in China and how you can use them to boost brand visibility.
About The Author
ASHLEY DUDARENOK
Ashley Dudarenok is a China digital expert, entrepreneur, and best-selling author known for her deep insights into China’s digital economy and consumer trends. She has written 11 books on digital China, including Amazon bestsellers, that uncover the strategies behind the success of Chinese brands and the country’s unique digital ecosystem.
Ashley is the founder of ChoZan 超赞, a consultancy specializing in China research and digital transformation, and Alarice, a marketing agency that helps global brands thrive in China. She works at the intersection of technology, retail, and marketing, guiding companies to leverage China’s digital innovations for global success.
Recognized as a “Guru on fast-evolving trends in China” by Thinkers50 and named one of the world’s top 30 internet marketers by Global Gurus, Ashley is also a LinkedIn Top Voice with over 500,000 followers across social media platforms. Her content provides valuable guidance for businesses and professionals seeking to understand and succeed in China’s dynamic market.
Her expertise spans social commerce, KOL marketing, content creation, influencer engagement, and digital transformation. With a passion for bridging the gap between East and West, Ashley equips brands with the tools and strategies they need to thrive in China’s digital-first economy. Whether advising top executives, working directly with brands, or conducting digital marketing masterclasses, Ashley remains at the forefront of China’s digital revolution, helping businesses build sustainable strategies that resonate with Chinese consumers.
In addition to her writing, Ashley is a sought-after keynote speaker who has delivered presentations for global brands like Coca-Cola, Disney, and 3M. She has been featured in leading media outlets, including Bloomberg and Forbes, earning her a reputation as one of the foremost authorities on China’s digital revolution. Whether through her books, consulting work, or speaking engagements, Ashley empowers businesses and leaders to unlock the opportunities in China’s fast-paced and innovative digital landscape.
QUOTES FROM THE BOOK
Faq
What is a micro-KOL?
A micro-KOL (micro Key Opinion Leader) is an influencer with a smaller, more dedicated following compared to traditional KOLs (Key Opinion Leaders). Typically, micro-KOLs have between 10,000 to 100,000 followers. They are highly trusted by their audience due to their authentic and relatable content. These influencers tend to have a higher engagement rate, making them effective for targeted campaigns where genuine connection with followers is more important than sheer reach.
What is private traffic marketing?
Private traffic marketing refers to engaging with consumers via private channels, such as WeChat groups, private communities, or VIP customer bases. It allows brands to build long-term relationships with customers, share personalized content, and improve brand loyalty. It focuses on creating a dedicated private domain for customer engagement, leading to higher conversions and more meaningful interactions.
How do KOCs differ from KOLs?
KOCs (Key Opinion Consumers) are individuals who are not professional influencers but instead are regular consumers or even employees who share their authentic opinions about products on social media. KOCs typically have a smaller following but a higher engagement rate. On the other hand, KOLs are professional influencers with a larger following and can be celebrities, bloggers, or social media stars. While KOLs tend to have a broader reach, KOCs are valued for their authenticity and trustworthiness.
Why are micro-KOLs effective in China?
Micro-KOLs are highly effective in China because they maintain a close-knit relationship with their followers. In a crowded and competitive market, these influencers can create personalized content that resonates deeply with their target audience. Their high engagement rates and authentic content provide a better ROI than larger influencers with lower engagement. Additionally, their small but loyal follower base ensures that messages are more targeted and relevant.
How can I find the right KOL or KOC for my brand?
Finding the right KOL or KOC involves a combination of big data tools and social listening strategies. Brands need to assess the engagement rates, audience demographics, and content style of influencers. It’s essential to ensure that the influencer’s audience aligns with the brand’s target market and values. A data-driven approach will help pinpoint the best KOLs or KOCs that will effectively communicate your message.
What are the benefits of using KOCs over traditional KOLs?
The biggest benefit of KOCs over traditional KOLs is their authenticity. KOCs tend to be regular consumers who are passionate about the products they use, making their recommendations more trustworthy to their peers. They also have higher engagement rates due to the personal relationships they maintain with their followers. This makes KOCs an excellent choice for increasing customer loyalty and driving conversions without the high cost of traditional influencers.
What types of products are best suited for KOCs and micro-KOLs?
Niche products or products that require a personal touch are ideal for micro-KOLs and KOCs. For instance, brands in industries like fitness, beauty, food, and lifestyle benefit from using KOCs and micro-KOLs because these influencers offer personalized recommendations and often engage in word-of-mouth marketing. Products that require customer trust, such as health supplements or high-end cosmetics, can see significant benefits from authentic endorsements by KOCs.
How do I evaluate the performance of KOC partnerships?
To evaluate the performance of KOC partnerships, look at conversion rates (how many people took action based on their recommendations), engagement rates (how many people interacted with the KOC’s posts), and social listening for consumer sentiment. One effective strategy is to provide KOCs with unique tracking links to see how many users click through or purchase. You can also analyze comments and feedback from the KOC’s followers to assess brand perception.
What are the challenges of working with KOCs?
The main challenge when working with KOCs is the difficulty in finding the right individuals and managing multiple small-scale collaborations. Since KOCs typically have smaller followings, they require more time and effort to locate, vet, and work with, compared to larger influencers. Additionally, managing multiple KOCs can be more labor-intensive and requires tools to track and coordinate their activities efficiently.
How can brands build and scale their own KOC network?
To build and scale a KOC network, brands should start by creating a dedicated platform (such as a WeChat group or VIP program) where loyal customers can interact and share their experiences. Brands can incentivize these customers by offering rewards like discounts, exclusive content, or early access to new products. Over time, by nurturing these relationships and encouraging referrals, brands can create an organic and scalable KOC network that continuously drives engagement and conversions.
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