Guide to Celebrity & Influencer Seeding in China 中国名人与网红植入指南
Maximizing PR and Influencer Marketing for Western Brands in China
助力海外品牌在中国市场获得曝光与销售
Hi everyone, welcome back! I’m Yuri — your guide to celebrity and influencer marketing in China. Today, we’re exploring how celebrity and KOL seeding campaigns can help Western brands, including UK brands, grow visibility and credibility in the Chinese market.
Previously, we discussed traditional media exposure in China. Today, we focus on one of the most effective cross-border PR strategies: leveraging celebrities and influencers to drive brand awareness, engagement, and sales.
Why Celebrity and KOL Seeding Matters
Celebrity and influencer seeding is not new — just like in Western magazines, many stars wear products gifted by brands. In China, this happens on WeChat, Weibo, and Little Red Book, as well as other local social platforms. Success in Chinese influencer marketing depends on choosing the right tier of celebrity or KOL, understanding consumer preferences, and local media habits.
It’s important to note that a star’s fame in their home country doesn’t automatically translate to China. Chinese consumers follow domestic celebrities and KOLs, and their preferences differ widely from Western audiences. For example, Kim Kardashian’s livestream collaboration with Chinese KOL Viya Huang reached 13 million viewers, proving the power of combining global brands with local influencers.
How to Approach Seeding Campaigns in China
Not every brand can afford top-tier celebrities like Gong Li, Jackie Chan, or domestic superstars such as Li Jiaqi. Fortunately, there are affordable and highly effective KOLs across different tiers who can propel your brand through strategic product gifting.
There are two main approaches:
Formal endorsement deals — expensive but structured.
Informal product seeding — gifting products to influencers, often more cost-effective, and still highly impactful.
Most editors in China also work as stylists for celebrities. PR agencies like us coordinate between brands, editors, and influencers to ensure products get worn in media coverage. Once the exposure appears in magazines, newspapers, or social media, brands can leverage these assets for further marketing with proper credits.
Timing and Strategy
Chinese celebrities attend many events daily, offering excellent opportunities for seeding campaigns. Small gestures or thank-you fees to editors or stylists can ensure higher success, depending on your relationship and the celebrity tier.
By understanding the Chinese market, social media landscape, and KOL ecosystem, Western brands can successfully implement celebrity and influencer campaigns that boost brand awareness, sales, and cross-border growth.
您好，我是Yuri，欢迎回到我的频道！今天我们来聊聊中国名人及KOL（关键意见领袖）种草营销，以及如何帮助英国和其他海外品牌在中国市场提升品牌知名度和影响力。
之前的视频中，我分享了在中国获取传统媒体曝光的六种方式。今天，我们聚焦在最具影响力的跨境公关策略之一：名人与网红种草/植入营销，通过这种方式可以有效提升品牌关注度、用户参与度和销售表现。
为什么名人和KOL种草如此重要
名人种草并非新事物，正如西方杂志中明星佩戴的品牌服饰，很多其实都是品牌赠送的。在中国，这类营销活动主要发生在微信、微博、小红书等社交平台上。成功的中国网红营销取决于选择合适的名人/KOL层级、了解消费者偏好和媒体习惯。
需要注意的是，明星在本国的知名度并不意味着在中国也有同样影响力。中国消费者更关注国内名人和KOL。例如，Kim Kardashian与中国顶级KOL黄薇（Viya Huang）的直播合作，吸引了1300万观众，证明了全球品牌结合本土网红的巨大威力。
如何开展种草活动
并非所有品牌都能承担顶级明星费用，如巩俐、成龙或国内超级网红李佳琦。但在不同层级的KOL中，有很多价格可控、同样能带来显著曝光效果的合作机会。
主要策略有两种：
正式代言 —— 成本高但结构化。
非正式种草 —— 赠送产品给网红，更具成本效益，同时能获得高曝光。
在中国，很多媒体编辑同时也是明星的造型师。像我们这样的公关公司，负责协调品牌、媒体和网红的合作，让产品出现在报道中。曝光发布后，无论是杂志、报纸，还是社交媒体，品牌都可合理使用这些内容，进一步营销和传播。
执行时机与策略
中国明星每天都有许多活动，这是进行种草营销的绝佳机会。根据与媒体和明星的关系，可适当提供小额感谢费用，提升合作成功率。
掌握中国市场、社交媒体生态及KOL层级后，海外品牌可以通过名人和网红种草，提升品牌认知、销售表现和跨境增长。