Wanghong are the influencers who built their following on China's social platforms. Fifty thousand followers in your category beat a million outside it.
Xiaohongshu KOL post — exampleCollaboration note formatShown as an example of the post format used on the platform.
Why it matters
Owned channels have a ceiling on reach. Someone who has already built trust can clear that wall in one move, and in the Chinese market a creator's influence often outweighs advertising.
They divide into two tiers. A KOC (Key Opinion Consumer), from around 10,000 followers, reads as a real customer and carries credibility in reviews. A KOL (Key Opinion Leader), from 100,000, buys reach. Which one you want depends on the goal.
The difficulty is sourcing. Booking on follower count alone and getting no response is a common outcome. Some accounts have bought their following, and a mismatched category produces impressions that never turn into visits.
What we do
01
KOC and KOL sourcing
KOC (10k+) when credibility in a review is what you need; KOL (100k+) when reach is. Shortlists then built from category, core audience and past collaborations.
02
Account verification
Checking real engagement rates and whether the comments are genuine. Accounts whose engagement doesn't match their following are dropped.
03
Shoot support and guidelines
We attend the shoot and steer how the brand comes across — sharing guidance in advance so the key message lands without dictating the content.
04
Reporting
Reach, saves, comments and enquiry traffic reported, and fed straight back into who we approach next.
How it runs
Week 1
Set the target and budget
Who you want to reach and what you're willing to spend. Vague answers here send the sourcing sideways.
Weeks 2–3
Shortlist and approval
A verified shortlist with estimated costs. Nothing is committed until you approve it.
Weeks 4–6
Shoot and publish
Scheduling, attending the shoot, and reviewing the content together before it goes live.
After publishing
Report
Two weeks of tracking, then a joint call on whether to continue.
Frequently asked questions
What does it cost?
Creator fees vary enormously by following and category, and sit outside our agency fee. We present estimated costs per candidate first, and nothing is booked until you approve the number.
Can we try just one?
You can, though one collaboration is hard to judge. Two or three gives you enough signal to see which type of creator actually fits your category.
