Totem2025中国网红营销研究报告英文版

CHINA

INFLUENCERMARKETINGMINI-REPORT

CHINA

INFLUENCERS&SOCIALCOMMERCE

Chinaisaglobaldigitalleaderwithover

onebillioninternetandsocialmediausers.

Themarketishighlymature,with

consumersspendingover5hoursonlinedaily.Influencermarketingisdeeply

integratedwithsocialcommerce,

especiallyonRED,Douyin,andWeChat.

Brandsprioritizemicroandmid-tierinfluencersforconversion-focusedcampaigns.

Livestreamcommerceiswellestablished,with86%ofconsumersengaging.

PlatformslikeTmallLiveandDouyin

dominateforsales,whileREDremains

keyfordiscovery.Chineseconsumers

showhightrustininfluencersandengagefrequentlythroughaffiliateand

community-basedsellingformats.

SHANGHAI

CHINA

JAPAN

CHINA

INDIA

SOUTHKOREA

TAIWAN

HONGKONG

PHILIPPINESTHAILANDVIETNAM

MALAYSIA

SINGAPORE

INDONESIA

1.4BILLION

Population

I

1.08Billion

SocialMediaUsers

#2RANKED

GLOBALECONOMY

ENTHUSIASM

ENTHUSIASM

LOWWebsitesMarketplacesSocialChannelsMessengerSocialP2PSellingLiveCommerceHIGH

MorePragmatic,SOCIALCOMMERCEMoreFun,

MoreStaticCHANNELS/ACTIVITIESMoreStatusSeeking

SOCIALCOMMERCE(INFLUENCER)ENTHUSIASM

EnthusiasmforsocialcommerceandinfluencersvarieswidelyacrossAsia.WefindsomemarketsandcategorieswhicharecenteredaroundmorebasicchannelsJwhileothersembraceawiderangeofactivitiesandmixthoseactivitiesinnovelJinnovativeways.Thevaryinglevelsofenthusiasmintheregionarearesultof;(1)consumer

habitsJroutinesandcultureJ(2)sophisticationofmarketingtacticsJand(3)thechannelsavailablepermarket.

TikTokisamajordriverofenthusiasmatacountry/marketlevel.InmarketswhereTikTokisestablishedandfullyfunctional(has“shops”)Jenthusiasmishigher.InmarketswhereTikTokislimited(Japan&S.Korea)orbanned(India)Jsocialandinfluencerenthusiasmisnotablylower.

AutoTravelGamingSportsGearMovies,MusicElectronicsF&BBeautyFashion

CATEGORIES

JAPANS.KOREAINDIATHAILANDPHILIPPINESINDONESIACHINA

TikTok’srevolutionaryapproachtobundlinginfluencersJlivecommerceJ

contentandshopsispushingsocialcommerceforward-mostnotablyin

marketswhereitisfullyfunctional.

CHINA

ranksfirstinoursocialcommerceenthusiasm

indexforAsia.

#1

MARKETS

TikTokShop

pausedin2023

Re-enteredthru

Tokopedia

Douyin(2016)

isthetemplate

forgrowth.

TikTokShoptolaunchin2025

TikTokShoptolaunchin2025

TikTokbannedin2020

TikTokShopsince2022

TikTokShopsince2022

AVE.

CHINA

ChinaleadssocialcommerceenthusiasminAsiaandglobally-

ecommerceandsocialchannels&activitiesintertwineandmerge

intoacomplexecosystem,withlivestreamshoppingandinfluencer-drivenpurchasesdeeplyintegratedintoconsumerbehavior.KOLsplayapivotalroleinshapingtrendsanddrivingpurchases.Affiliatecodesaremoderatelyused,andtrustininfluencer

recommendationsremainsstrong,particularlyonplatformslike

DouyinandRED.Themarketiscompetitiveandinnovation-driven,withconsumersexpectingentertainment,value,andauthenticityinsocialcommerceexperiences.

DouyinandREDaremajorcontributorstoChina’sexceptionallyhighlevelsofsocial

commerceenthusiasm.Theseapps,togetherwiththebroaderarrayofappsthat

mixsocialandcommerceserveastemplatesforwhattheAsiamodelofdigital

marketingmaylooklikeinthenearfuture.

KEYDIGITALCHANNELS

(Influencer&SocialCommerceFocused)

EXPERIENCEWITHONLINESHOPPING

Brand’swebsiteSpecialitySites/AppsSocialMediachannels Messagingapps OnlineMarketplaceSoldbyInfluencers

UseAffiliate(discount)codeLive-streamSelling

China

SellingasaffiliatemyselfAsia

ChinaAsia

HOWTHEYFEELABOUTONLINESHOPPING

FunExperience KillTime ExcitementConvenience

DealsMoreproducts

Moreinfomation

TOPINFLUENCEFORPURCHASEDECISIONS

FriendsFamilymembers

lnfluencer/CelebritiesOtherusersonSocialmedia

News/Media PrivateTrafficGroupslndustryAnalysts&Experts

RakutenInsightGlobalxTotemSurvey,Jun’25(Asia:n=3,813,China:n=575)

SOCIALCOMMERCEENTHUSIASM

Index

38

28

CHINA

HIGH

LOW

Average

lNFLUENCERPROFlLE&lMPACT-CHlNA

INFLUENCERSPLAYAGENERALLY

POSITIVEROLEONPURCHASE

DECISIONS,ESPECIALLYMEGA

INFLUENCERS.CHINESERELYON

INFLUENCERSFORCONSIDERATIONMORETHANOTHERMARKETS.

INFLUENCERS’IMPACTONPURCHASEJOURNEY

Ratedasahigh-impactactivity

China

AsiaDiscovery

Consideration

Purchase

INFLUENCERS’IMPACTONPURCHASEDECISION

“Pleaseratetheimpacteachtypeofinfluencershaveonyourpurchasedecisions”

CONSUMERS

Celebrities

Megalnfluencers

Macrolnfluencers

Microlnfluencers

Nanolnfluencers

%ofnegative%ofneutral%ofpositive

RakutenInsightGlobalxTotemSurveyJJun’25(Asia:n=3J813JChina:n=575)

REASONSTOBUYFROMINFLUENCERS-CHINA

REASONSTOBUYFROMINFLUENCERS

“PleaseselecttheTop3reasonswhyyouwouldBUYorNOTBUYsomethingfromaninfluencer/affiliate?”

PRODUCTDEMONSTRATIONSANDTRUSTININFLUENCERSDRIVE

PURCHASE,WHILEPRIVACYANDDEALSHOPPINGHOLDBACK

PURCHASES.

HavingthestorytosharewithfriendsorbeingpartofthecommunityaremoreimportantforChineseconsumersthananyothermarkets.Concernsaboutprivacyanddesiretofindbestdealaresignificantbarriersforthemtomakethepurchasewith

influencers.

Makesmefeelclosertotheinfluencerthemselves

TrustthemtopresentqualityproductsGottoseetheproductdemonstration(and/orseeitmodeled)

MakesmefeelmoreapartofacommunityGivesmeagoodstoryforfriends

Givesmeícred’

HelpsmefiltertheproductsthatareclosertomyinterestTrusttheyareo仟eringagooddeal

REASONSNOTTOBUYFROMINFLUENCERS

CONSUMERS

ChinaAsia

No“native”paymentsystem ToomanystepstocompletepurchaseDon’ttrustthequalityofproductstheyo仟er

WouldwanttosearcharoundtogetthebestpossibledealsConcernedaboutthesafetyorprivacyofmyinformationprovidedNoloyaltyprogram(points/membership)

RakutenInsightGlobalxTotemSurvey,Jun’25(Asia:n=3,813,China:n=575)

Source:TotemMedia“Brand”SurveyonInfluencersn=54

THEBRAND-SIDEVIEW

From

BRAND&MARKETING

MANAGERS

REDhasemergedasthenumberonechannelfor

influencermarketingactivities,followedcloselyby

Douyin-basedonnumberofrepliesonsurvey.Thisis

consistentwithprevioussurveysbyTotemforChina.

Micro-Influencers(KOCs)andMid-SizedInfluencersareprioritizedbymostbrandsinChina…particularlyonRED,DouyinandWeChat.

ConsumerssurveyedinChinaindicatepreferences(bias)towards

largerinfluencers,celebrities-aspreferred‘follows’andas

preferredsourcesofinformation,a侑liateactivities.

InChina(morethananyothermarket),influencer

goalsareskewedtowardsconversion(sales).While

REDandWeChatstillstandasimportanthigher-

funnelmedia,TmallLiveandDouyinarebecoming

veryconversionfocused.

Douyinisaimingtoapplysimilarconversionfocus

withTikTokacrosstheregion.

WHATSIZEOFINFLUENCERDOYOUUSEPERCHANNEL?

Micro-Influencers(KOC)Mid-SizedKOLsLargeKOLsCelebrities

RED42

Douyin38

WeChat36

Weibo29

TmallLive28

Totalsreflectthenumberoftoprankedvotesgivenforinfluencertype,perchannel.Respondentsonlygaverankingsonchannelstheyuseinfluencerswith/for.

TOPRANKEDGOALFORINFLUENCERS,BYCHANNEL

Awareness(Discovery)Consideration(Image)Conversion(Sales)Post-Purchase

RED42

Douyin38

WeChat36

Weibo29

TmallLive28

REGIONALANALYSIS-CHINA

“PleaseselecttheTop3channelswhereyouconsumeinfluencercontentforeachcategory.”

CONSUMERS

TOPPLATFORMSFORINFLUENCERCONTENTWeChatWeiboREDDouyinKuaishouBilibiliTaobao

Douyinisthedominantplatformforinfluencercontentacrossnearlyallcategories.Xiaohongshuisparticularlystrongin

fashion,beauty,andtravel,reflectingitsaspirationalandlifestyle-drivenaudience.TaobaoandBilibilishowstrengthin

commerce-relatedandentertainmentcategoriesrespectively,withBilibiliexcellinginvideogamesandcontent.WeChatandWeiboaremoreevenlyusedacrosscategoriesbuttendtotrailbehindinpercentageshare.Overall,Douyinand

XiaohongshuemergeasthemostinfluentialplatformsforinfluencercontentinChina.

ECOMSPEND (USD)

2023-24CHANGE

$237.0B

+7.5%

Fashion

$35.8B

-35%

Beauty

$116.0B

-67.6%

Eletronics&Appliances

$322.0B

+61.5%

Food&Beverage

$47.0B

+22.6%

SportsGear

$94.5B

+15.1%

VideoGames

$41.5B

+13%

OnlineContent

$248.0B

+2.5%

Travel

$198.6B

+3.67%

Cars(Auto)

RakutenInsightGlobalxTotemSurvey,Jun’25(China:n=575)EcommerceSpend:WeAreSocial/Meltwater

LIVESTREAMING

TOPLIVESALESCHANNELS

CHINA

86%

OFCONSUMERSIN

CHINAHAVE

WATCHEDAND/OR

BOUGHTFROMA

BRANDLIVESTREAM.

COMPAREDTOTHE

ASIAAVERAGEOF

84%

MOSTVIEWEDLIVESSALESCHANNELS

“Wherehaveyouwatchedlivesaleinthelast12months?”

Taobao/TMall DouyinPinduoduoJD

WeChatKuaishou

RED

EXPERIENCEWITHLIVESTREAMCOMMERCE

“Haveyouwatchedlivestreamsinthepast12months?”

Megalnfluencers

Macrolnfluencers

Microlnfluencers

Brands

Celebrities

NotWatchedorBoughtWatched,notboughtWatched&Bought

RakutenInsightGlobalxTotemSurvey,Jun’25(China:n=575)

SURVEY&RESEARCH

ABOUTTHE

RESEARCH&REPORTS

ASIAINFLUENCERSURVEYS

METHODOLOGY

WithanticipatedincreasesinsocialcommerceandinfluencermarketingacrossAsiafor

2025/26,Totemsoughttobetterunderstandcurrentperceptionsandusageacrosskey

marketsintheregion(andinChina).The

highlightofthisreportisthecomprehensivereviewofconsumersacrossAsia(n=3,813)-surveyresultsprovidedbyRakutenInsightGlobal.

BRANDSURVEYCONSUMERSURVEY

(CHINA)N=42(CHINA)N=575

ThebrandsurveywasconductedinJuly2025byTotem:

TotalSampleSize(n=):54

Theprofileofbrand-siderespondentisthatofasenior(MarketingDirector,CMO),covering

multipleregions/countriesacrosstheregion.

Therespondentscoveredarangeofindustries

including;fashion,beauty,gaming,travel,autoandelectronics.

3,3

TheconsumersurveywasconductedinJuly2025byRakutenInsightGlobal,coveringthefollowinggroupsacrossAsia:

TotalSampleSize(n=):3,813

SevenCountriesCovered:China,Japan,S.Korea,Indonesia,Philippines,Thailand,India

GenderAim50:50:1,848female,1,965male

GenZ(16-28yrs)=25%

Millennials(29-44yrs)=25%GenX(45-60yrs)=25%

Boomers(61-79yrs)=25%

SurveyDataBy:

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CHRISBAKER

BUSINESSSTRATEGY-ASIA

DAVEWONG

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KARENLEE

BRANDPLANNING-CHINA

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CREATIVESTRATEGY-ASIA

SUMMERFENG

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AI&AUTOMATION-ASIA

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INSIGHTS&PLANNING-CHINA

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