Service 02
KOL & influencer campaigns in China
China’s creator economy runs on four official marketplaces. Deals done outside them get posts removed. I source, vet, contract and review creators inside those systems.
What this looks like
Creators who can actually move product
Chinese creators are not interchangeable. The right one is chosen on audience geography, comment quality and past brand work — not follower count.
- Shortlist built from the official marketplace, not a scraping tool
- Creator fees paid at platform rate, contract through the marketplace
- Content reviewed twice: legal claims, then cultural tone
actually move product”>| Marketplace | Platform | What brands usually get wrong |
|---|---|---|
| Pugongying 蒲公英 | Xiaohongshu (RED) | Buying by follower count. RED converts on saves and search, not likes |
| Xingtu 星图 | Douyin | Ignoring the platform’s content review — a compliant brief saves two rounds of reshoots |
| Weitao 微任务 | Weibo / Bilibili | Treating Bilibili like a short-video platform; it rewards long-form |
| Cilijuxing 磁力聚星 | Kuaishou | Underestimating lower-tier city reach — Kuaishou is where conversion often lives |
Process
How a campaign runs
1 · Brief localisation
Your positioning, rewritten so a Chinese creator can actually shoot it.
2 · Shortlist with evidence
Real data: audience geography, comment quality, past brand work, price per post.
3 · Contract through the platform
Escrow, milestones, usage rights, takedown terms.
4 · Content review
Two passes — legal (advertising law, category claims) and cultural (does this read as tone-deaf to a Chinese audience).
5 · Report
What ran, what it cost, what performed. No vanity dashboards.
How a campaign looks on paper
Sourced and contracted through the official marketplaces (Xingtu, Pugongying, Huoxing, Jucuxing). Creator fees pass through at platform rate.
SHORTLISTED
Home & lifestyle · RED
412K followers · engagement 6.8% · quoted via Pugongying
IN REVIEW
Tech & gadgets · Douyin
1.1M followers · CPM quote via Xingtu · brief approved
DELIVERED
Fitness & outdoor · Bilibili
230K followers · long-form review · usage rights secured
Before I recommend a creator, I check
- Follower authenticity — bought followers show up in comment-to-like ratios
- Whether their audience is in your target city tier, not just “in China”
- Brand-safety history: deleted posts, past controversies, competitor work
- Whether their audience buys — not whether they like