Her different roles, interests and liaison with art make her a choice multi-faceted ambassador for high-end names. After graduating from the University College of London in 2019, she launched a “C for ABC” project working with galleries and institutions. Besides modeling and social media, she has another identity: an art curator. During the Spring 2023 Fashion Week, Ferragamo flew Xiang to Milan to watch Maximilian Davis’ debut show. Photo: XiaohongshuĬhinese supermodel and influencer Cici Xiang’s natural good looks makes her one of fashion’s most in-demand faces, recently featured in Gucci, Prada, and Chanel’s campaigns. Cici Xiang / supermodel Cici Xiang has fronted campaigns for Gucci and Prada. Over half of PJdaren’s surveyed brands shared that they will increase their total influencer investment in the above channels. Verdict: Interest-driven platforms such as the short video apps Douyin and Kuaishou, lifestyle applet Xiaohongshu, and vlog portal Bilibili are taking over from traditional social and messaging sites Weibo and WeChat and becoming brands’ most preferred channels for influencer collaborations. So far, renowned houses like Dior, Yves Saint Laurent, and Balenciaga have all been featured on their channel. Their videos challenge traditional fashion criticism - which often uses obscure or flowery rhetoric - making luxury houses more accessible through gossipy, casual discussions. Photo: Xiaohongshuĭistinct from typical influencers who acquire fame by posting stylish looks or impressive shopping hauls, the popularity of Chinese fashion influencer duo Aha Lolo can be largely attributed to their fashion runway reviews on YouTube, Weibo, and Bilibili.

Meng Zhang and Pablo Zhang Zhang and Pablo Zhang rose to fame through their runway reviews. Additionally, 71 percent of surveyed brands responded that they integrate new KOCs with each campaign. Attracted by their reliability, affordability, and performance, most brands increased the proportion of influencer marketing programs featuring KOCs in 2022,” notes PJdaren’s report. “Brands are relying on KOCs (Key Opinion Consumers) more than ever before. Verdict: Micro influencers are entering the arena and taking market shares from established mainstream names. In recent years, niche names such as Nanushka, Ganni, Mansur Gavriel, and Missoma have partnered with the KOL for their debut Chinese campaigns. Although her following is not as big as some international stars, she is favored by many leading luxury houses and niche fashion brands because of her unique, nonchalant style. “For those who want to be bloggers, one thing to consider is whether you are irreplaceable,” Sui tells Jing Daily.

Known for her vintage, effortless, no-nonsense look, homegrown influencer Savi Sui has built a strong visual identity that distinguishes herself from other fashion KOLs. Savi Sui Sui is best known for her vintage, effortless style. Here, Jing Daily presents some luxury and fashion influencers exemplifying China’s influencer market trends in 2023. Today, influencers are an indispensable vehicle for brands to strengthen their image, build trust with consumers, drive awareness of new product launches, and generate sales conversions. Additionally, over 35 percent of the brands interviewed said they put more than $240,000 (3 million RMB) towards their KOL marketing budgets in 2022. According to Chinese data and influencer platform PJdaren’s 2023 report, despite a challenging macroeconomic environment and multiple lockdowns in China, 58 percent of the surveyed brands claimed to have spent more on KOL marketing in 2022 than the previous year. KOLs are a key way for brands to market to local consumers and drive sales in the world’s second largest economy. These numbers are impressive, considering that the US influencer market stood at only $4.14 billion in 2022.

The National Bureau of Statistics estimates that the KOL (key opinion leader) market size will surpass $1 trillion (6.7 trillion RMB) by 2025, growing fivefold since 2020’s $210 billion (1.3 trillion RMB). China’s influencer economy is growing at lightning speed, outpacing the rest of the world.

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