China is now the world’s largest e-commerce market, with over 800 million active online shoppers. The luxury segment is no exception, showing rapid growth driven by an affluent, tech-savvy consumer base. With traditional retail models evolving, luxury brands are leaning into digital experiences, making platforms like JD.com, Tmall, and Xiaohongshu (RED) crucial to their strategy.
$1 trillion yuan market by 2025: China’s e-commerce market is projected to grow exponentially.
Mobile-first consumers: Gen Z and Millennials dominate online luxury shopping, demanding digital-first experiences.
Platform diversity: JD.com, Tmall, and Taobao are the major players, collectively capturing over 50% of luxury shoppers in China.
According to a survey conducted in 2023, nearly 56% of China’s luxury shoppers made purchases via JD.com, while Tmall, Taobao, and Luxury Pavilion captured a significant 53% share. What drives these shoppers? Personalised, exclusive experiences coupled with seamless online shopping. Here’s where influencer marketing steps in, playing a pivotal role in reshaping brand strategies for luxury e-commerce.
Why Influencer Marketing is Essential for Luxury Brands
Luxury consumers in China are younger, more affluent, and digitally savvy. Their purchasing habits are shaped by the influencers they follow on platforms like WeChat, Douyin (TikTok), and Weibo. These platforms provide the perfect stage for luxury brands to tell their stories through credible, relatable voices.
80% of consumers are influenced by KOLs: According to research, up to 80% of Gen Z and Millennials in China are influenced by online recommendations.
Digital immersion: Consumers interact with KOLs through live streams, personalised content, and exclusive product releases.
Brand storytelling: Influencer marketing helps brands narrate their heritage, innovation, and exclusivity through trusted voices, building authenticity.
However, influencer marketing in China isn’t just about selling a product. It’s about creating aspirational narratives, offering exclusive content, and driving engagement with a sense of community. Gen Z and Millennials are especially keen on connecting with brands through personalisation and innovation. This opens a gateway for luxury brands to engage with potential customers authentically, leveraging the influence of KOLs and KOCs (Key Opinion Consumers) to win hearts—and wallets.
5 Proven Strategies to Succeed with Influencer Marketing in China
Now that we understand the critical role influencer marketing plays in China’s luxury e-commerce, let’s dive into the five key strategies luxury brands can use to drive success:
1. Collaborate with the Right KOLs
Source: Weibo
Selecting the right influencers is essential for brand success in China. Top-tier KOLs such as Angelababy, Yang Mi, and Tiffany Tang have millions of followers, and their endorsements can make or break a brand. However, it’s not just about choosing the biggest names; it’s about finding influencers whose audience aligns with your brand's identity.
Top-tier KOLs: Known for their broad reach and aspirational value, top-tier influencers offer significant visibility for luxury brands.
Micro-influencers: These influencers have smaller but highly engaged audiences. Luxury brands like Gucci use micro-influencers for niche campaigns, fostering more intimate brand-consumer relationships.
Align with your audience: It's crucial to select KOLs whose personal brand resonates with your target consumers, ensuring authenticity and relevance.
For example, luxury brands like Gucci and Chanel have used micro-influencers to target niche markets within China. Micro-influencers tend to have more engaged audiences and create a more intimate connection between the brand and the consumer. This strategy is especially effective when promoting new product lines or exclusive collections, which may resonate more with a specific demographic.
2. Create Exclusive Experiences and Content
Chinese luxury shoppers are drawn to brands that offer more than just a product. Exclusive content, behind-the-scenes access, and limited-edition collaborations appeal to their desire for uniqueness. KOLs can play a significant role here by offering a sneak peek into these exclusive experiences, from live streaming product launches to offering virtual try-ons.
Live streaming for exclusivity: Offer product previews or exclusive behind-the-scenes content through live streams hosted by KOLs.
Virtual events: Launch exclusive virtual events, including product previews or limited-time offers, to build anticipation and drive sales.
Limited-edition collaborations: Partner with influencers to co-create limited-edition collections, giving your brand an edge and appealing to consumers' desire for rarity.
Source: Forbes
For example, Burberry partnered with Alibaba’s Tmall to offer exclusive products via livestreams. By collaborating with KOLs, the brand generated significant buzz, enhancing its appeal to a younger, tech-savvy audience.
3. Leverage Live Streaming to Drive Engagement
Live streaming has revolutionised the e-commerce space in China, and luxury brands are jumping on the trend. Platforms like Douyin and Taobao Live are the go-to channels for consumers seeking real-time interaction with their favourite influencers. Live streaming allows brands to showcase products in a dynamic, interactive way, while KOLs provide personal testimonials and create a sense of urgency.
Real-time interaction: Luxury brands can engage directly with consumers through live Q&A sessions, flash sales, and exclusive live-streamed events.
Influencer-hosted live streams: KOLs provide authentic product reviews and testimonials, building trust and immediacy around purchase decisions.
Boost in sales: Luxury brands can see a significant lift in sales during live-streamed events, especially when paired with time-limited offers or discounts.
L’Oréal, for example, successfully used live streaming during major shopping festivals in China. Collaborating with influencers, they promoted exclusive product bundles, significantly boosting sales and brand visibility.
4. Invest in Seamless Omnichannel Integration
Chinese consumers expect a seamless experience, whether they’re shopping online or in-store. Brands must create a cohesive journey, combining both digital and physical touchpoints. This could involve integrating WeChat mini-programmes that allow consumers to browse products online before booking in-store appointments, or using virtual try-on technology via influencer campaigns.
WeChat mini-programs: Allow customers to browse, interact with, and purchase products directly within the app.
Virtual try-ons: Provide digital try-on experiences where users can test products via their phone before buying.
Omnichannel personalisation: Integrate user data across online and offline touchpoints to provide tailored recommendations, personal shopping services, and in-store exclusives.
By combining online and offline experiences, luxury brands can ensure that they are meeting the high expectations of Chinese consumers. Gucci’s WeChat mini-program is an excellent example, where users could virtually try on products, explore personalised recommendations, and then make direct purchases.
5. Focus on Personalised Engagement
Today’s Chinese luxury consumer demands personalisation at every step. Influencers can help tailor experiences that speak directly to individual preferences. KOLs often engage in two-way dialogues with their followers, providing personalised product recommendations and exclusive insights into new trends.
Data-driven recommendations: Use influencers to deliver product recommendations based on followers’ preferences, habits, and online activity.
VIP services: Offer high-end services like personal styling or consultations to customers identified by KOLs as potential big spenders.
Feedback loops: Encourage influencers to gather direct feedback from their audience, helping brands refine products or experiences in line with consumer preferences.
Net-a-Porter China, for instance, launched an EIP (Extremely Important Person) personal styling service aimed at high-end consumers, offering personalised product recommendations and one-on-one consultations. Collaborating with influencers who align with this ethos can help brands create deeper, long-lasting relationships with their consumers.
Luxury e-Commerce Platforms Thriving in China
To fully harness the power of influencer marketing, brands must also understand the platforms that dominate China's luxury e-commerce landscape. Here are some of the most prominent ones:
Tmall Luxury Pavilion: Alibaba’s premier platform offers brands a highly curated space to showcase exclusive collections. Collaborating with top KOLs on Tmall Live can enhance brand visibility and drive conversions.
JD.com: Known for its impeccable logistics and authenticity, JD.com is the platform of choice for luxury shoppers seeking quick and reliable service. JD’s collaborations with influencers have driven impressive results, particularly in promoting high-end fashion and accessories.
Xiaohongshu (RED): Combining social media and e-commerce, RED has become a powerful platform for influencer marketing, particularly for beauty and fashion brands. Its community-driven approach encourages authentic reviews and user-generated content, helping luxury brands reach younger audiences.
The Future of Luxury e-Commerce in China
As we move towards 2025, China’s luxury e-commerce market will continue to evolve, with influencer marketing remaining at its core. The rise of artificial intelligence (AI), virtual reality (VR), and blockchain technology will further enhance the shopping experience, offering more personalised and secure transactions.
AI-powered marketing: Predictive algorithms can help luxury brands deliver more personalised product suggestions and tailored marketing campaigns.
Virtual reality: Luxury brands can create immersive online experiences, such as virtual store visits or product trials, to engage customers at a deeper level.
Blockchain: Offering increased transparency and authentication, blockchain technology can ensure the provenance and authenticity of luxury goods—important factors for high-end consumers.
Luxury brands that embrace these trends and collaborate with the right influencers will be well-positioned to succeed. As Chinese consumers increasingly seek brands that align with their values—whether through sustainability, innovation, or exclusivity—the opportunities for growth in China’s luxury e-commerce space are boundless.
Ready to Take the Next Step?
At InfluenConnect, we are paving the way for the next generation of influencers by breaking down language barriers, making it easier for you to collaborate with global brands. InfluenConnect focuses on diversity, global reach, data-driven insights, and sustainability. Contact us today to explore how we can help you expand your global presence!
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