Lai Lin Thomala
Research expert covering Greater China
Detailed statistics
Number of social media users in China 2018-2027
Detailed statistics
Influencer marketing value in China 2018-2023
Detailed statistics
Average conversion rate of Key Opinion Leaders (KOLs) in China 2020
Global influencer marketing value 2016-2024
Influencer marketing market size worldwide from 2016 to 2024 (in billion U.S. dollars)
Influencer marketing value in China 2018-2023
Market size of KOL marketing in China from 2018 to 2022 with an estimate for 2023 (in billion yuan)
Number of social media users in China 2018-2027
Number of social media users in China from 2018 to 2022 with forecasts until 2027 (in millions)
Major brand information sources in China Q3 2023
Main channels as a primary information source in researching a brand in China as of 3rd quarter 2023
Leading content types of recommendation-based marketing in China 2022
Most effective forms of recommendation-based marketing (Zhongcao) in China as of March 2022
Changes in marketing costs among brands in China 2022-2023
Changes in marketing expenditure among brands in China in 2022 and 2023
Common marketing formats among brands in China 2023
Common marketing activities used by brands in China in 2023
Popular types of endorsement in advertising China 2022
Distribution of brand endorsements in China in 2022, by type of spokesperson
Major formats of social marketing in China 2024
Most expected social marketing formats among advertisers in China in 2024
Importance of influencer promotion in social marketing in China 2019-2024
Share of advertisers focusing on KOL promotion when doing social marketing in China from 2019 to 2023 with an estimate for 2024
Motivations to use influencer marketing in China 2024
Main goals of KOL marketing among advertisers in China in 2024
Problems of influencer marketing among advertisers in China 2021
Main concerns of KOL marketing among advertisers in China as of November 2021
Social media influence on consumers in China 2021, by platform and product type
User reach of selected social media platforms in China as of 2021*, by product segment
Activeness of top-tier influencers in China 2021, by platform
Average number of posts published by key opinion leaders (KOLs) per day in China as of April 2021, by platform
Active userbase of influencers in China 2022, by platform
Number of active users attracted by key opinion leaders (KOLs) in China as of May 2022, by platform (in millions)
Penetration rate of top-tier influencers in China 2021, by platform
Penetration rate of top-tier key opinion leaders (KOLs) in China as of April 2021, by platform
Impressions per post of top-tier influencers in China 2021, by channel
Number of impressions per post from the top-tier influencers in China as of June 2021, by social network (in 1,000s)
Influencer distribution in China 2022, by tier level
Distribution of social media influencers in China in 2022, by tier level
Influencer hierarchy on main social media platforms in China 2022, by fan base
Number of audience reached by mega and micro influencers on selected social media platforms in China in 2022 (in 1,000s)
Share of micro influencers on major social media in China 2023
Share of key opinion consumers (KOCs) on selected social media platforms in China in 2023
Gender distribution of top-tier influencer followers in China 2021, by app
Gender share of active users following top key opinion leaders (KOLs) in China as of April 2021, by social media
Most successful fashion influencers on Wechat in China 2023
Leading fashion influencers on Wechat in June 2023, based on influence index
Most-followed influencers on Douyin in China 2023
Most popular influencers on Douyin (TikTok) in China as of August 22, 2023 (in millions)
Leading fashion influencers on Kuaishou in China 2023
Leading fashion influencers on Kuaishou as of February 6, 2023, based on influence index
Social media user base of major virtual celebrities in China 2023
Number of active social media users and followers of leading virtual influencers in China in February 2023 (in millions)
Impact of social media influencers on purchasing in China 2023
Impact of social media influencers on purchasing in China as of May 2023
Main reasons for buying a product endorsed by influencers in China 2023
Major reasons for purchasing a product endorsed by influencers in China as of May 2023
Intention to buy an influencer collaboration product in China 2023
Willingness to buy a product that is a collaboration between a brand and an influencer in China as of May 2023
Impact of influencer endorsements on buying in China 2023, by product type
Impact of influencer endorsements on buying in China as of May 2023, by product type
Acceptable price ranges for an influencer collaboration product in China 2023
Acceptable price ranges for a product that is a collaboration between a brand and an influencer in China as of May 2023
Reasons for not buying a product endorsed by influencers in China 2023
Major reasons for not purchasing a product endorsed by influencers in China as of May 2023
Consumer experience of recommendation-based marketing in China 2022
Share of respondents convinced by recommendation-based marketing (Zhongcao) in China as of March 2022, by number of times
Opinions to recommendation-based marketing in China 2022
Attitudes towards marketing disguised in recommendation-based content (Zhongcao) in China as of March 2022
Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)