1、INFLUENCER MARKETING MINI-REPORTCHINACOUNTRY SURVEYCHINAChina is a global digital leader with over one billion internet and social media users.The market is highly mature,with consumers spending over 5 hours online daily.Influencer marketing is deeply integrated with social commerce,especially on RE

2、D,Douyin,and WeChat.Brands prioritize micro and mid-tier influencers for conversion-focused campaigns.Livestream commerce is well established,with 86%of consumers engaging.Platforms like Tmall Live and Douyin dominate for sales,while RED remains key for discovery.Chinese consumers show high trust in

3、 influencers and engage frequently through affiliate and community-based selling formats.SHANGHAIINFLUENCERS&SOCIAL COMMERCEMALDIVESMALAYSIAPHILIPPINESTHAILANDVIETNAMINDONESIASOUTH KOREASINGAPOREHONG KONGTAIWANCHINAJAPAN78%ARE INTERNET USERSPopulation1.4 BILLIONCHINAGLOBAL ECONOMY#2 RANKEDJAPAN1.08

4、Billion Social Media UsersINDIAMovies,MusicElectronicsAutoSports GearGamingTravelF&BFashionBeautyMARKETSEnthusiasm for social commerce and influencers varies widely across Asia.We find some markets and categories which are centered around more basic channels,while others embrace a wide range of acti

5、vities and mix those activities in novel,innovative ways.The varying levels of enthusiasm in the region are a result of;(1)consumer habits,routines and culture,(2)sophistication of marketing tactics,and(3)the channels available per market.TikTok is a major driver of enthusiasm at a country/market le

6、vel.In markets where TikTok is established and fully functional(has“shops”),enthusiasm is higher.In markets where TikTok is limited(Japan&S.Korea)or banned(India),social and influencer enthusiasm is notably lower.Live CommerceMarketplacesWebsitesP2P SellingSocial ChannelsMessenger SocialHIGHLOWENTHU