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25 february 2025

The Ultimate 2025 Chinese Influencer (KOL/KOC) Marketing Guide in Thailand (that works)

Introduction

Thai brands targeting Chinese consumers—whether residents or tourists—need to shift to a data-driven, content-focused strategy, which is key to successful Chinese marketing. This guide outlines why traditional metrics fall short and offers practical, bullet-pointed tactics for effective Influencer (KOL/KOC) marketing for the Chinese market, especially for the brands in Thailand.

Why the Number of Followers and Looks Aren’t Enough?

Platform Algorithm Insights

Followers ≠ True Influence
- Xiaohongshu: New posts’ exposure relates only 23% with the number of followers.
- Douyin: Accounts with 100K+ followers, viewing rate for new videos is at just 8.7% of total number of followers.

Appearance Doesn’t Ensure Conversions
- Overly “polished” influencers have a 31% lower conversion rate than those showing real-life scenarios.
- Excessive filters may trigger content reviews and reduce exposure by 45%.

SEO & POI-pinned Benefits
- Local POI-pinned posts on Xiaohongshu get a 37% boost in travel search rankings.
- Douyin’s POI-pinned posts increase local recommendation chances by 60%

Changing User Behavior

Decision Shifts:
- 87% of users now value expertise and credibility over appearance.
- 63% of purchase decisions are influenced by genuine engagement and quality comments.

The Right KOL Marketing Approach

Content Strategy: From Hard Sell to Soft Seeding

- Why?
  - Hard-sell content is 67% more likely to be limited with traffic.
  - Soft, organic content is 230% more acceptable to Chinese audiences.
- How?
  - Scenario Integration: Seamlessly embed your product into an influencer’s daily routine.
  - Knowledge Sharing: Provide expert travel tips to build trust.
  - Emotional Storytelling: Use personal experiences to connect with the audience

Campaign Strategy: From Single-Point Explosions to Matrix Collaboration

- Why?
  - Multi-account collaborations trigger topic recommendations and extend reach.
  - Chinese consumers generally need seven touchpoints to recognize a brand.
- How? – The “Diamond Structure” Approach:
  - Top 20%: Engage top-tier Chinese influencers (KOLs) based in Thailand as cultural bridges.
  - Middle 60%: Leverage mid-tier influencers (KOCs) who provide authentic, high-volume content.
  - Bottom 20%: Include local micro-influencers or travelers to optimize algorithm exposure.

Actionable Recommendations

- Build or Partner with an agency that owns a local Influencer Database:
  - Organize influencers by category, region, and follower tier for targeted campaigns.
    (See resources on KOL Marketing Strategy for detailed guidance.)
- Develop Custom Content Templates:
  - Create content guidelines that align with Chinese platform styles and consumer expectations.
    (Refer to guides on RED Marketing for tips.)

Why This Strategy Works

- Algorithm Alignment: High-quality, locally relevant content gains preferential exposure.
- Trust Building: Authentic content minimizes cross-border information gaps, boosting consumer confidence.
- Long-Tail Effect: Well-crafted travel and lifestyle posts continue to attract organic traffic for 6–12 months.

Conclusion

For Thai brands aiming to succeed in the Chinese market, a shift to a data-driven, content-rich KOL strategy is essential. By focusing on quality content, authentic engagement, and strategic collaboration, you can overcome the limitations of traditional metrics. This approach aligns with modern Chinese marketing trends and ensures sustainable brand growth—MMG Thailand is leading the game to elevate the 2025 Chinese Influencer (KOL/KOC) Marketing in Thailand.

Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.

Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.

Website: www.mmgthailand.com
Tel: 06-3167-8206
Email: info@mmgthailand.com
FB: MMG Thailand
IG: mmg_thailand

About MMG Thailand:

MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.

We:

are from mainland China, based in Thailand
provide real-time Chinese market information
represent the highest standards of industry professionals
customize all solutions and plans
offer a friendly budget and flexible financial terms
continue delivering good results

We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.