Influencer Market in China

The global influencer market is expected to reach an estimated $38.9 billion by 2031 with a CAGR of 22.4% from 2025 to 2031. The influencer market in China is also forecasted to witness strong growth over the forecast period. The major drivers for this market are the growing usage of the Internet for marketing, the rising need for cost-effective and efficient marketing techniques, and the increase in the use of social media.

The future of the influencer market in China looks promising with opportunities in the fashion & lifestyle, retail & consumer good, health & wellness, banking & finance, and travel & tourism markets.

• Within the enterprise size category, the small & medium-sized enterprise segment is expected to witness higher growth over the forecast period.
• Within the end use category, fashion & lifestyle is expected to witness the highest growth over the forecast period.

Emerging Trends in the Influencer Market in China

Shifts in consumer demand, culture, and newer technologies are rapidly changing the influencer market in China. KOLs (Key Opinion Leaders) and online influencers are still gaining prominence, with new-age platforms like WeChat, Weibo, Douyin, and Xiaohongshu leading the charge. As the industry grows, brands are adopting new approaches to influencer collaborations to better connect with local clients. The following key trends are shaping the future of influencer marketing in China.

• The New Craze of E-commerce Livestreaming: One of the most powerful emerging trends in China is the combination of e-commerce and entertainment, known as livestreaming commerce. Sales of items over the Internet on platforms such as Taobao Live and Douyin have increased significantly, with influencers promoting products live and engaging directly with viewers, encouraging purchases. Consumers’ shopping behavior is changing - influencers are becoming virtual salespeople. Direct selling through influencers has become the main sales funnel for brands, as this format has the highest levels of trust, engagement, and customer conversion.
• The Use of AI Tools and Data Marketing: AI and big data are actively used in China to make influencer campaigns more targeted and relevant. Advanced algorithms analyze consumer behavior and match influencers with specific target audiences. AI tools also help create content, monitor audience engagement, and forecast the effectiveness of different campaigns. This approach helps brands get maximum value for the money spent, as they adopt influencer marketing strategies that meet their promotional objectives in China.
• Influencers as Brand Representatives: In China, influencers have evolved to become brand advocates and marketers, not just endorsers. This shift motivates influencers to work more closely with brands to design products, cultivate long-term partnerships, and share brand stories in more meaningful ways. These ambassadors help brands gain credibility and trust with consumers, and even form emotional bonds. Their promotional activities go beyond traditional marketing by tapping into the emotions and lifestyles of people, building greater brand loyalty over time.
• Increasing Need for Localized Content: As China expands as a consumer market, there is an increasing demand for content that suits the local culture and ethos. International brands are partnering with Chinese influencers to develop localized campaigns that address the needs and concerns of the local audience. This phenomenon highlights the role of culture-specific content in creating genuine connections with Chinese consumers. Companies that manage to capture the attention of Chinese consumers with their values and way of life are likely to achieve higher brand engagement and loyalty.
• The Dominance of Short-Form Video Content: The prevalence of short video content has increased dramatically with the rise of Douyin and Xiaohongshu. These platforms are moving away from traditional, longer formats and focusing on exciting, engaging video content that caters to shorter attention spans. Influencers are creating easily consumable and shareable “snackable” content that encourages greater engagement. For brands, this represents a powerful opportunity to capture the attention of younger audiences, who are increasingly large in number and prefer content that is fast, engaging, and visually captivating. Therefore, short-form videos are reshaping user behavior and becoming the norm in influencer marketing.

In China, the influencer economy is evolving due to the impact of livestream commerce, AI marketing, influencer collaborations, geo-specific content, and short videos. These developments are increasing personalization, interaction, and cultural relevance in influencer campaigns. Continued adoption of these shifts by brands is helping them build stronger relationships with the Chinese market, improving engagement and driving sales. Influencers who blend content and commerce are becoming crucial drivers of China’s marketing landscape.

Recent Developments in the Influencer Market in China

The influencer marketing economy in China is transforming rapidly, with new patterns of collaboration emerging between brands and influencers. It is almost certain that technology, consumer behavior, and popular platforms are shaping the development of the industry. The increased use of live streams, AI, and other sophisticated marketing strategies is shifting the focus from generalized content to more authentic, region-specific content. As digital platform innovation continues, influencers are becoming an increasingly important factor in consumer purchasing decisions. These changes suggest that greater personalization and effective engagement are the new norms in China’s influencer economy. Brands, in turn, are looking for new ways to increase their market share.

• Taobao Influencer Marketing Strategy: E-Commerce Boom in China: Shifts in e-commerce marketing in China have incorporated influencer marketing integration, highlighted by Taobao Live, where influencers channel sales through live streaming. This transition has redefined influencers as virtual salespeople who sell products via video presentations while simultaneously engaging customers with live deals. The ability to interact in real-time has boosted consumer confidence, turning livestreams into virtual shopping sessions. This change allows both established brands and new ventures to access new revenue streams, compelling brands to improve their sales techniques and deepen their digital presence.
• Increasing Attention Toward Micro-Influencers: In China, there is a notable shift toward micro-influencers, which is reflective of a larger global change. Micro-influencers have smaller but more active followings and tend to have deeper relationships with their audiences. Brands are leveraging this phenomenon by collaborating with influencers who focus on specific niches, subcultures, or interests to achieve greater engagement with brand content. This approach enables brands to target very specific audience segments, resulting in higher trust levels, stronger brand engagement, and better sales conversion rates.
• Influencers Tailoring Strategies to Platforms: As influencers adapt their marketing approaches to suit their target audiences on various social media platforms like Douyin, WeChat, Weibo, and Xiaohongshu, strategies are becoming more specific and tailored to each platform’s audience base. With the multitude of platforms in China’s digital landscape, influencers are adjusting their content strategies to comply with the algorithms and content guidelines of each platform. This adaptation gives influencers a better chance to maximize the impact of their campaigns.
• Influencers Launching Their Product Lines: In China, there is a growing trend of influencers developing their product lines and launching co-branded deals with brands. By offering products that match their personality, preferences, and lifestyles, influencers are bringing themselves closer to their audiences. These developments are significant because they allow influencers to monetize their brand while allowing companies to tap into the influencer’s fan base. This trend is particularly prominent in industries like beauty, fashion, and fitness, where influencer-led products generate significant buzz.
• Shift Toward Long-Term Partnerships: Amid the ongoing changes in influencer marketing, brands are beginning to explore long-term partnerships with influencers. With the rise of e-commerce and the growing importance of micro-influencers, many influencers are moving beyond short-term promotional contracts. Any business that can form a deep and authentic relationship with influencers is likely to see greater brand advocacy and loyalty. By executing cohesive marketing strategies over the long term, businesses can build trust and ensure sustained brand visibility.

These developments are shifting the focus of influencer marketing from traditional promotion to deeper business engagement. Real-time interactions and brand advocacy are changing the influencer marketing landscape and strategy formulation. As these trends rise, brands must adapt their strategies to meet the needs of local consumers and take full advantage of the opportunities that influencer collaboration presents.

Strategic Growth Opportunities for Influencer Market in China

Shifts in consumer demand and culture along with newer technologies are rapidly changing the influencer market in China. The KOLs and online influencers are still rising in scope and new-age platforms like WeChat, Weibo, Douyin, and Xiaohongshu are leading the charge. With the growth of the industry comes a new approach from brands to influencer collaborations to better connect with local clients. The following key trends are shaping the future of influencer marketing in China.

• The New Craze of E-commerce Livestreaming: One of the most powerful developing trends in China is the combination of e-commerce and entertainment called livestreaming commerce. The sales of items over the Internet on platforms such as Taobao Live and Douyin have increased significantly, where influencers promote products live and engage directly with viewers which encourages purchases. The shopping behavior of consumers is changing - influencers are becoming virtual salespeople. Direct selling through influencers has become the main sales funnel for brands, as this format has the highest level of trust, engagement, and converting customers.
• The Use of AI Tools and Data Marketing: AI and Big Data are actively deployed today in China, including China, to make influencer campaigns more targeted and relevant. Advanced algorithms are used to analyze consumer behavior and match influencers with the specific target audience. AI tools also help to make content, monitor audience engagement, and forecast the effectiveness of different campaigns. This approach helps brands give maximum value for the money spent because they adopt influencer marketing strategies that greatly meet their promotional objectives for China.
• Influencers as Brand Representatives: In China, influencers have moved a notch higher to become brand advocates and marketers, not just endorsing figures. This phenomenon motivates influencers to work more closely with brands to design products, cultivate long-term partnerships, and share their brand stories in more meaningful ways. These ambassadors help brands acquire in the eyes of the consumer’s credibility trust and even emotional bonds. Their promotional activities exceed traditional marketing as they tap into the emotions and lifestyles of people, consequently building greater brand loyalty over time.
• Increasing Need for Localized Content: With China’s expansion as a consumer market, there is an ever-increasing need for particular content that suits the local culture and ethos. International brands are trying to keep up by partnering with Chinese influencers to develop localized campaigns that appease the needs and issues of the local audience. This phenomenon is a key exemplification of the role of content marketing that is culture-specific to create genuine connections with Chinese people. Companies that manage to capture the attention of Chinese consumers with their values and way of living are likely to achieve higher brand engagement and loyalty.
• The Dominance of Short Form Video Content: The prevalence of short video content has increased dramatically with the development and growth of Douyin and Xiaohongshu. These platforms are moving away from the longer, traditional formats and instead focusing on exciting and stimulating video content that caters to shorter attention spans. Influencers are producing easily consumable and shareable “snackable” content that encourages increased engagement. For brands, this represents a powerful opportunity to capture the attention of young audiences who are increasingly and rapidly expanding in number, as they prefer content that is fast, engaging, and visually captivating. Therefore, short form videos are shifting user behavior as the norm in influencer marketing.

In China, the influencer economy is evolving due to the impact of livestream commerce, AI marketing, influencer collaborations, geo-specific content, and short videos. Such developments are increasing the scope of personalization, interaction, and cultural significance in influencer campaigns. Continual adoption of these shifts by brands is helping them build stronger relationships with the Chinese market, improving engagement levels and sales at the same time. The influencers who bring forth content and commerce are crucial cogs in China’s Marketing machine.

Influencer Market in China Drivers and Challenges

The influencer market in China is shaped by a multitude of drivers and challenges influenced by technological advancements, economic conditions, and evolving consumer preferences. The growth of social media and digital platforms has opened new avenues for influencer marketing, enabling brands to reach diverse audiences. However, challenges such as regulatory compliance and market saturation require careful navigation to harness the full potential of influencer marketing effectively. Understanding these dynamics is critical for brands aiming to leverage influencers successfully.

Drivers:

• Rapid Digitalization: The ongoing digitalization of communication channels is a driving force behind the expansion of the influencer market. With a significant portion of the population engaging in online platforms, brands now have unprecedented access to potential consumers. Digitalization enables influencers to reach wider audiences and facilitates real-time engagement. This trend encourages brands to invest in social media campaigns and influencer collaborations, ensuring they stay relevant in a fast-paced marketing landscape and connect meaningfully with their target demographics.
• Shifting Consumer Behavior: Modern consumers increasingly prefer authentic and relatable content over traditional marketing approaches, driving the demand for influencer marketing. As audiences become more discerning about their connections with brands, influencers provide a level of authenticity that resonates with consumers. This shift compels brands to adjust their marketing strategies, focusing on collaborations that foster genuine relationships. By aligning with relatable influencers, brands can better connect with their target markets while improving brand perception, leading to enhanced loyalty and engagement.
• Technological Advancements: Technological advancements in data analytics and social media platforms play a significant role in shaping influencer marketing strategies. Brands now have access to sophisticated tools that allow them to measure influencer performance, audience engagement, and campaign effectiveness. This data-driven approach empowers brands to make informed decisions when selecting influencers and optimizing campaigns. The ability to analyze consumer behavior and preferences helps brands improve targeting and achieve better results from their influencer marketing efforts.

Challenges:

• Market Saturation and Competition: The growing number of influencers in the market leads to increased competition, presenting a challenge for brands. With many influencers vying for attention, standing out becomes critical for both brands and influencers. To combat saturation, brands must develop unique strategies and invest in partnerships with influencers who align well with their core values. This challenge requires brands to innovate their approaches continually, ensuring that they remain relevant in a crowded market and effectively reach their desired audiences.
• Regulatory Compliance

The implementation of regulations governing influencer marketing calls for brands to prioritize compliance in their marketing efforts. Regulatory bodies are increasingly demanding transparency and accountability from influencers and brands, mandating clear disclosure of partnerships. Failure to comply can result in reputational damage and financial consequences. Brands must establish guidelines for ethical influencer collaborations and invest in educating both influencers and consumers about these regulations, fostering a responsible marketing environment that enhances credibility and consumer trust.

The drivers and challenges impacting the influencer market in China emphasize a complex landscape marked by rapid digitalization, shifting consumer behavior, technological advancements, market saturation, and regulatory compliance. Brands that effectively leverage these drivers while proactively addressing challenges will enhance their market presence and foster meaningful connections with consumers. This synthesis of insights underscores the importance of strategic planning in navigating the influencer marketing landscape in China.

List of Influencer Market in China Companies

Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. Through these strategies, influencer companies cater to increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base.

Some of the influencer companies profiled in this report include:

Influencer Market in China by Segment

The study includes a forecast for the influencer market in China by enterprise size, component, application, and end use.

Enterprise Size [Analysis by Value from 2019 to 2031]:

• Large Enterprises
• Small & Medium-Sized Enterprises

Component [Analysis by Value from 2019 to 2031]:

• Influencer Marketing Platform
• Services

Application [Analysis by Value from 2019 to 2031]:

• Campaign Management
• Influencer Relationship Management
• Analytics & Reporting
• Compliance Management
• Others

End Use [Analysis by Value from 2019 to 2031]:

• Fashion & Lifestyle
• Retail & Consumer Goods
• Health & Wellness
• Banking & Finance
• Travel & Tourism
• Others

Features of this Influencer Market in China Report

• Market Size Estimates: Influencer in China market size estimation in terms of value ($B).
• Trend and Forecast Analysis: Market trends and forecasts by various segments.
• Segmentation Analysis: Influencer in China market size by enterprise size, component, application, and end use in terms of value ($B).
• Growth Opportunities: Analysis of growth opportunities in different enterprise size, component, application, and end use for the influencer in China.
• Strategic Analysis: This includes M&A, new product development, and competitive landscape of the influencer in China.
• Analysis of competitive intensity of the industry based on Porter’s Five Forces model.

This report answers the following 10 key questions:

Q.1. What are some of the most promising, high-growth opportunities for the influencer market in China by enterprise size (large enterprises and small & medium-sized enterprises), component (influencer marketing platform and services), application (campaign management, influencer relationship management, analytics & reporting, compliance management, and others), and end use (fashion & lifestyle, retail & consumer goods, health & wellness, banking & finance, travel & tourism, and others)?
Q.2. Which segments will grow at a faster pace and why?
Q.3. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
Q.4. What are the business risks and competitive threats in this market?
Q.5. What are the emerging trends in this market and the reasons behind them?
Q.6. What are some of the changing demands of customers in the market?
Q.7. What are the new developments in the market? Which companies are leading these developments?
Q.8. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
Q.9. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
Q.10. What M&A activity has occurred in the last 5 years and what has its impact been on the industry?