China’s Creator Economy in 2025: A Brand Survival Guide

The China creator economy in 2025 is booming, with local KOLs, KOCs, and social platforms reshaping how consumers discover and trust brands. Here's how global businesses can stay relevant, credible, and competitive.

Decoding China’s Creator Economy in 2025: What Global Brands Must Know

China’s creator economy is no longer a trend, it’s the backbone of modern digital commerce. In 2025, content creators are not just influencers. They are trust builders, product testers, community leaders, and sales drivers. For global brands, tapping into China’s creator economy isn’t just optional, but it’s essential for survival in one of the most digitally mature consumer markets in the world.

This blog unpacks how the creator landscape is evolving in China, why Key Opinion Consumers (KOCs) now rival traditional influencers, and what strategies global brands must adopt to succeed in this new era of decentralised influence.

1. The Creator Economy in China Is Exploding—But It’s Local First

China social media usage 2025 showing 1.08B user identities and average daily internet time of 5h35m, covering 76% of the population

Global brands often underestimate how locally rooted China’s creator economy really is.

China's influencer ecosystem continues to thrive. In 2023, the total market value of influencer marketing reached $13.71 billion USD and by 2025, China is projected to maintain its lead in the global influencer landscape. However, the influence is no longer concentrated in the hands of mega-influencers. Instead, the majority of engagement now comes from KOCs and micro-influencers whose authenticity and niche appeal outweigh sheer follower numbers.

So, what defines China’s creator economy in 2025?

  • Platform Diversity: WeChat, Xiaohongshu (Rednote), Douyin, Bilibili, and Taobao Live all host distinct creator ecosystems.

  • Decentralised Trust: KOCs dominate everyday decision-making content, especially in beauty, fashion, health, and tech.

  • Consumer-Creator Convergence: Everyday users are now mini-KOLs, creating genuine content that brands can't ignore.

Stat Insight: Douyin (China’s TikTok) had more than 700 million monthly active users in early 2025, and 45 percent of Chinese consumers made a purchase on social media because of the influencers.

But Why Is Local Trust So Critical?

Survey revealed 45 percent of Chinese consumers made a purchase on social media because of the influencers or celebrities they follow. They want emotional resonance and cultural relatability. Over-polished ads no longer convert—authentic creator content does.

Take Xiaohongshu (Rednote) as an example. Once a beauty-sharing app, it now drives the main product discovery for Chinese Gen Z consumers. What matters? Those are real photos, peer reviews, and short unfiltered product videos.

2. Content Must Be Hyper-Personalised, Localised, and Platform-Specific

In China, not all content or creators can be used across platforms. A campaign that works on Bilibili may fall flat on Xiaohongshu. Content strategies must now reflect nuanced platform cultures and algorithm dynamics.

Let’s break this down.

  • Douyin (TikTok China): Fast, viral, entertainment-driven. Algorithms reward retention and shareability.

  • Xiaohongshu: Visual storytelling and community trust. Prioritises organic, recommendation-style reviews.

  • WeChat Channels: More intimate. Ideal for longer-form storytelling and private traffic.

  • Taobao Live: Seamless integration of product demos and purchases, sales boosting.

China digital marketing ecosystem 2025 with top platforms for knowledge, ecommerce, video, social media, search, and online payments

What Kind of Content Converts in 2025?

The most effective creator-led content falls into three buckets:

  • Try-and-review formats: Users seek content that helps them visualise using the product. Think “I used this moisturiser for 7 days” or “Before & After” videos.

  • Community-driven narratives: Personal experiences, struggles, and transformations (e.g. acne treatment journeys) foster trust.

  • Co-created live commerce: Brands now co-host live sessions with creators, boosting viewer dwell time and real-time sales.

Hot Stat: Forecasts predict that the live commerce in China will continue to grow and surpass US$1 trillion by 2026, with Tabao being the top live commerce platform .

3. Strategy in 2025: Adapt to the Creator Funnel, Not Just KOL Tiers

Traditional influencer tiers—macro, micro, nano—are no longer enough. In 2025, China’s creator economy operates on a creator-consumer funnel. This means each creator plays a specific role in moving audiences from discovery to conversion.

China influencer marketing funnel 2025 showing KOL and KOC roles across awareness, consideration, conversion, and loyalty stages.

To succeed, global brands must build layered creator strategies, rather than banking on a single high-profile KOL.

Bulletproof Creator Strategy for 2025:

  • Tap into niche tribes – Think skin-sensitive beauty, plus-size fashion, budget electronics.

  • Prioritise KOC relationships – Incentivise user-generated content with product seeding and micro-rewards.

  • Co-create, don’t dictate – Allow creators to express the product in their own voice to maintain authenticity.

Summary: China’s Creator Economy Demands Brand Humility, Not Just Strategy

2025 is a turning point for global brands looking to succeed in China. The rules of engagement have changed. Today’s creators are not mere marketing tools—they are the gatekeepers of credibility, culture, and commerce.

Key Takeaways for Global Brands:

  • Shift from exposure to engagement. Audiences want creators who use products, not just promote them.

  • Invest in KOCs for long-term ROI. They drive bottom-funnel conversions better than any billboard ever could.

  • Tailor by platform, not just persona. What works on Douyin will fail on Xiaohongshu if not localised.

  • Foster co-creation. Give creators freedom—and reap authenticity in return.

And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL.  Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia.  With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness. Contact us today to learn more about empowering your brand in the dynamic market.

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