Influencers or KOL’s (key opinion leaders) are very prominent on WeChat. These are individuals with large established followings who are highly impressionable, the KOL is deemed to be an expert and authority on a particular subject.
WeChat now boasts over 877 million active daily users, the majority of which access the app from within Mainland China. It boasts over 150 million official subscription accounts and users spend, on average, 90 minutes per day browsing content on the application. The longer time spend, the more scope there is for interacting with your content.
Conversations on WeChat Groups, QQ GRoups or Baidu Tieba have become popular in China
Serving as online forums, given that these platforms provide a private space for discussions. However, China’ governement is now taking action to tighten controls over the conversation.
The Chinese backlash against local fakes and counterfeits is one of the reasons international luxury offerings are thriving in China. To be a ‘foreign brand’ has become a byword for quality, thus lending itself to such luxury branding and marketing. It’s important to be aware of this context, it also heightens the importance of an intelligent branding strategy on the most effective, targeted platforms to high-net-worth individuals.