PARIS – Chinese influencers are key to international manufacturers searching for to realize market share within the nation because it grows to turn out to be the world’s largest magnificence market, Launchmetrics stated in a report that ranked the ten most influential figures within the subject.
Li Jiaqi (recognized additionally because the Lipstick King), Babe, Ximen and Late Night Teacher Xu lead the record established by the information analysis and insights firm for trend, luxurious and wonder.
Today China’s magnificence market is price $38.6 billion, rating second behind the U.S., which rings up roughly $56 billion, the group stated.
“China is on its way to become the largest beauty market by 2023, and so brands are aiming to capitalize on the growing industry and their key supporters, Chinese beauty influencers,” Launchmetrics stated in an announcement.
“There are many social media platforms in China that have their own top influencers and content, many of which have not yet been explored properly by brands based in other markets,” Launchmetrics continued.
Chinese influencers, who’re often known as key opinion leaders, or KOLs, can garner large following, usually eclipsing that of magnificence influencers within the west.
Launchmetrics ranked the highest 10 Chinese KOLs in response to their Media Impact Value, or MIV, between January and June of this yr. The measure, primarily based on a proprietary algorithm, estimates the worth of protection throughout social networks and within the media.
The Lipstick King, who’s current on varied platforms together with Weibo, with 7 million followers, and Douyin, with 35 million followers, has collaborated with manufacturers akin to Guerlain, Yves Saint Laurent, Dior and Estée Lauder. His MIV is $2.6 million, placing him within the number-one slot, whereas his MIV per placement is available in at $33,000.
Babe (aka Doudou Babe) positioned second, with an MIV of $2.3 million and an MIV per placement determine of $44,000. Brands she’s labored with embody Lancôme, Charlotte Tilbury, YSL and Chanel. One publish she created to advertise Estée Lauder merchandise for RED garnered $45,500 in MIV.
Third up was Ximen, with an MIV of $2.1 million. She is a top-ranking KOL on WeChat, who has carved out a robust presence on Weibo. Brands Ximen has collaborated with embody Tom Ford Beauty, Guerlain, Dior and Estée Lauder.
Late Night Teacher, inserting fourth with an MIV of $2 million, is among the many highest-rated Chinese influencers on Weibo. Her posts there that includes Clarins generated $141,000 in MIV in April.
At fifth place, Cherie is among the many highest-ranking magnificence influencers on Weibo, having achieved $1.58 million in MIV. Cherie has her personal cosmetics label, Fab2Cherie, which she promotes on social media, and he or she works with different manufacturers akin to Kérastase.
Ranking sixth by tenth are:
- Viya, or Wei Ya Viyaaa, who collaborates with manufacturers akin to Givenchy, Lancôme, Sisley, Tom Ford and SkinCeuticals, and has constructed up an MIV of $1.54 million.
- MK, who has a median ranking of $10,700 in MIV on WeChat, boasts an total MIV of $1.53 million.
- Ryan, or Mao Xiaoxing Ryan, whose six posts for Estée Lauder in April made $101,000 in MIV. His whole MIV got here in at $1.45 million.
- Miao Ye-Wu Miao, who posts totally on Weibo, has collaborated with manufacturers akin to Dior, La Mer, Yves Saint Laurent and Clarins. The influencer rang up an MIV of $1.4 million, together with $1.07 million by 76 posts on Weibo.
- Brother Berry, who’s primarily discovered on Douyin, options merchandise from Clarins, Estée Lauder, Lancôme and Shu Uemura, and generated an MIV of $1.39 million.
The rating is a part of Launchmetric’s #KnowYourMIV! collection.
“A strong KOL relationship and positive review can skyrocket any beauty brand’s latest product and help maintain China’s trajectory towards dominating the beauty market within the next two years,” stated Launchmetrics.
In November 2020, Launchmetrics purchased the Chinese influencer analytics platform Parklu, giving it a foothold in China.
For extra, see:
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