Many luxury fashion brands partner with top-tier influencers and celebrities to promote their brands in China. Between January and July 2021, over 36 percent of the digital marketing content of high-end fashion in China was contributed by influencers with over one million followers. Low-end fashion marketing was mainly driven by key opinion consumers who have less than 100,000 followers.
Distribution of fashion key opinion leaders (KOLs) in China in 2021, by market segment and follower number
KOLs (aka key opinion leaders) are more commonly used to refer to influencer marketing practitioners in China.
The price ranges of each market segment was calculated by the median prices of all non-discount products sold on the official channels and were classified as follows:
Low-end: below 250 yuan.
Mid-range: 50 to 500 yuan.
Affordable luxury: 500 to 2,000 yuan.
Luxury: above 2,000 yuan.
One yuan equals approximately 0.15 U.S. dollars and 0.15 euros (as of August 2022).
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QuestMobile. (September 14, 2021). Distribution of fashion key opinion leaders (KOLs) in China in 2021, by market segment and follower number [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1326929/china-fashion-key-opinion-leader-distribution-by-tier-level/
QuestMobile. "Distribution of fashion key opinion leaders (KOLs) in China in 2021, by market segment and follower number." Chart. September 14, 2021. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1326929/china-fashion-key-opinion-leader-distribution-by-tier-level/
QuestMobile. (2021). Distribution of fashion key opinion leaders (KOLs) in China in 2021, by market segment and follower number. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1326929/china-fashion-key-opinion-leader-distribution-by-tier-level/
QuestMobile. "Distribution of Fashion Key Opinion Leaders (Kols) in China in 2021, by Market Segment and Follower Number." Statista, Statista Inc., 14 Sep 2021, https://www.statista.com/statistics/1326929/china-fashion-key-opinion-leader-distribution-by-tier-level/
QuestMobile, Distribution of fashion key opinion leaders (KOLs) in China in 2021, by market segment and follower number Statista, https://www.statista.com/statistics/1326929/china-fashion-key-opinion-leader-distribution-by-tier-level/ (last visited December 22, 2024)
Distribution of fashion key opinion leaders (KOLs) in China in 2021, by market segment and follower number [Graph], QuestMobile, September 14, 2021. [Online]. Available: https://www.statista.com/statistics/1326929/china-fashion-key-opinion-leader-distribution-by-tier-level/
