There exist numerous parallels between Chinese and Western platforms, particularly concerning their youthful, entertainment-seeking audience. Nevertheless, the distinctions in their platforms necessitate influencers to tactfully adapt their content strategies, especially in the realm of influencer marketing, often referred to as Key Opinion Leader (KOL) marketing in China.
The Western and Chinese marketing landscapes diverge significantly due to distinct consumer cultures and target audiences.
In Chinese marketing, the emphasis is on brand prominence rather than the product itself. Chinese consumers highly value brands as a means to showcase their socioeconomic status. Negative past experiences with influencer content and product manufacturers have reinforced this preference for brand-centric marketing. Particularly in the beauty market, Chinese influencers, brands, and platforms tailor their content and products to cater to Asian skin types and traditional Chinese medicine. The influence of Korean pop culture has expanded the market for cosmetic content to include men. Skin care products have gained popularity among affluent young men in China.
Conversely, Western consumers prioritize the reliability and functionality of a product. Western influencers focus on demonstrating a product’s utility rather than its brand. Unlike in China, Western consumers generally trust that products are of high quality, and they are not exclusively drawn to luxury brands. Influencers and celebrities in the West are often seen wearing affordable clothing, and recent trends show a de-emphasis on luxury brands. Beauty product content marketing in the West aims to showcase the product’s usefulness.
A notable trend is the recent inclusion of men in the Chinese beauty industry, while American beauty ads and influencers typically haven’t prominently featured men. In China, beauty ads target the average man, whereas American ads and influencers often depict makeup-loving men who openly wear makeup in public.
Both China and the US exhibit consumer cultures characterized by considerable spending. In the US, the motivation often centers around being perceived as the best and having the best possessions. Despite differing spending habits, both countries allocate significant portions of their economy to consumer spending. The rise of online shopping is notable in both regions, with China’s 24-hour Singles Day surpassing the spending on Cyber Monday in the US, Germany, Canada, and the UK. The similar Consumer Confidence Indexes in both countries further illustrate the propensity for substantial consumer spending.
The evolution of influencer marketing in the Western world significantly differed from its growth in the Chinese landscape. This disparity is primarily attributed to the availability of advertising tools on Western platforms right from the beginning, enabling effective audience outreach. Conversely, such tools were not readily accessible during the early stages of Chinese platform development. In China, influencers are often referred to as KOLs, standing for “Key Opinion Leaders.”
Externally, certain situations may not necessitate an influencer campaign. If your aim is to directly expand content reach, purchasing advertising can be an efficient, secure, and cost-effective option. However, if you intend to tap into influencer creativity and quickly establish trust among your target audience, working with content influencers is a strategy worth considering.
Despite a notable decline in integrity in the influencer landscape in China, consumers in Western countries tend to be more skeptical of endorsements from influential individuals. It’s essential to carefully select influencers who align with your brand’s values and engage in co-creating content that genuinely reflects your brand’s authenticity.
The influencer marketing industry in the United States is notably influenced by the dynamics of the Chinese influencer economy. KOL marketing encompasses a broad spectrum, including public relations (PR), social media, and content marketing. Key Opinion Leaders (KOLs) in China and influencers in Western countries hold significant roles in both public relations and marketing. However, their preferences regarding aesthetics, entertainment, and preferred social platforms exhibit stark differences, underlining the distinctions in their respective influencer cultures.
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