Influencer Marketing in China
China is the global leader in social commerce, with over 1 billion internet and social media users and a market where influencers and e-commerce are seamlessly integrated. Consumers spend more than 5 hours online daily, and influencer marketing is deeply tied to platforms like Douyin, RED, and WeChat.
This mini-report, part of Totem’s analysis of influencers across Asia (and the last one in this series), highlights why China ranks #1 on our Social Commerce Enthusiasm Index—setting the standard for how digital and influencer ecosystems evolve in the region.
Key Insights:
Livestreaming is king: 86% of consumers have watched or purchased via livestream, with Taobao Live and Douyin leading the charge
Influencers drive conversion—brands prioritize micro and mid-tier KOLs on RED, Douyin, and WeChat for sales-focused campaigns
Douyin + RED dominate content consumption: Douyin across most categories, RED especially in fashion, beauty, and travel
Trust & community matter—Chinese consumers value product demos, authenticity, and feeling part of an influencer’s community, though privacy and deal-hunting remain barriers
With its sophisticated platforms, high trust in influencers, and a deeply engaged consumer base, China continues to shape the future of influencer-driven commerce—not just in Asia, but globally.
*Thanks to Rakuten Insight Global for their amazing work in conducting the consumer research across seven markets. Also a big thanks to Campaign Asia for their detailed reporting on the findings of this report.
