My take… hehe.
Having collaborated with KOLs in China, I can say their influence surpasses Western influencers. On Tmall, a top livestreamer like Li Jiaqi can sell $100M in one night. But it’s not just about reach—micro-KOLs (10k–100k followers) often drive higher conversion in niche categories (e.g., imported wine). Brands must budget for KOL fees (which can hit 50% of campaign costs) and adapt to their creative demands (e.g., unboxing videos with dramatic flair).