According to Weibo and iResearch, the combined audience of 1.5 million Chinese bloggers in 2017 was over 470 million followers (an increase of 20% per year). According to the 2017 Digital Commerce Trends Report, 72% of surveyed brands in China stated that they would continue to focus on SMM, and 63% said they would expand cooperation with wanghong in terms of product or brand promotion. So what is the secret of success for China’s rapidly growing influencer industry?
Wanghong
Wanghong (网红, “internet + red”) refers to content creators and influencers on social media with a large audience.
The main internet platforms in China are video-hosting sites Bilibili and Youku, the online streaming app Yingke, and the social network Sina Weibo (similar to Twitter).
Within just a couple of years, the Chinese blogger market has grown into a complex ecosystem, valued at 100 billion yuan ($15 billion) in 2018, which is almost three times higher than two years prior. This information was shared by Alexander Maltsev, editor-in-chief of Magazeta, in his presentation.
Mobile Devices
One of the main reasons for the success of Chinese bloggers is the widespread use of mobile devices among the Chinese population: 95% of all internet users access the web via mobile devices. Despite a relatively low internet penetration rate—just over 50% (compared to 71% in Russia and over 75% in the USA)—the number of internet users in China already stands at 731 million and is growing by an average of 2% per year.
There is no age barrier to the adoption of mobile communication in China, which allows brands to maximize the market value of e-commerce. Nearly 97% of the population, users ranging in age from 8 to 80, use mobile communication and are potential audiences for brands.
Audience Trust
Another secret to the popularity of wanghong is their closeness to their audience. Through communication with followers via blogs, videos, and comments, a sense of more personal relationships and a certain level of trust is created. In other words, social networks make users feel that bloggers are friends who share details of their lives through Weibo, WeChat, and other apps. This “pseudo-intimacy” explains Chinese users’ psychological attachment to wanghong: the audience trusts the influencer’s recommendations and is more likely to try the advertised product.
Collaborations with Business
Brands in the Chinese market have noticed the influence of influencers and have offered further collaboration, which in turn has raised wanghong's visibility and authority in the media. One of the most typical examples is collaborations between travel bloggers and luxury brands.
Young Chinese consumers, who strive for individuality and want to stand out, are more likely to buy products recommended by wanghong, especially in cases of co-branding or product personalization. Purchasing an item from a limited collection enhances the blogger's initial image and increases the loyalty of their followers.