2021
0
China Fashion Influencers Market Report 2021
2021-08-24T04:05:36+01:00
OX1046077
3695
141829
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Report
en_GB
“Fashion influencers have been increasingly important for consumers when making purchase decisions. With the vigorous development of social media, fashion KOLs keep adapting new ways to connect with consumers. From…

China Fashion Influencers Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Fashion influencers have been increasingly important for consumers when making purchase decisions. With the vigorous development of social media, fashion KOLs keep adapting new ways to connect with consumers. From pictures and text to short videos and livestreaming, through Weibo and Xiaohongshu to Douyin and Bilibili, the content and format develop. However, no matter how the forms change, consumers always want to see more real and professional sharing that can deeply touch them and speak for them. Fashion KOLs who can accurately catch consumers’ points of interests and create vivid contrast opinions to lead deep talks will be increasingly popular in the future.”

– Jocelyn Dong, Research Analyst

This report will look at the following areas:

  • Favourite digital content platforms by fashion KOLs’ followers.
  • Attractive characteristics of fashion KOLs that drive consumers to follow up.
  • How consumers define professionalism towards fashion KOLs.
  • What kinds of content fashion KOLs produced may drive follow-ups to increase.
  • What extending products recommended by fashion KOLs are more appealing to consumers to buy.
  • Consumers’ attitudes towards fashion KOLs.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definitions
        • Executive Summary

            • The market
              • The consumer
                • Figure 1: The comparison of usage of platforms for following fashion KOLs, 2020 and 2021
              • Douyin is rising and other platforms retain attention for fashion KOLs
                • Figure 2: Usage of platforms for following fashion KOLs, 2021
              • Spiritual connection is important
                • Figure 3: Fashion KOLs’ characteristics that attract follow-ups on social media, 2021
              • Standards of professionalism are higher
                • Figure 4: Definition of professionalism towards fashion KOLs, 2021
              • Videos and interactive content getting popular
                • Figure 5: Fashion KOLs’ content that influences shopping decisions, 2021
              • The idea of fashion is extended
                • Figure 6: Wish-to-buy products recommended by fashion KOLs, 2021
              • Fashion KOLs retain high voice, male KOLs may rise
                • Figure 7: Attitudes towards fashion KOLs, 2021
              • What we think
              • Issues and Insights

                • Mix professionalism with affinity
                  • The facts
                    • The implications
                      • Figure 8: Fashion KOLs’ posts on Xiaohongshu, 2021
                    • Expanding opportunity into health fads
                      • The facts
                        • The implications
                          • Figure 9: Posts on Xiaohongshu, 2021
                        • The potential of male KOLs
                          • The facts
                            • The implications
                                • Figure 10: Incentive plan for men-related content by Xiaohongshu, 2021
                            • What’s In

                              • Introducing fashion via variety shows helps to catch people’s eyes
                                • Figure 11: Fourtry, 2021
                                • Figure 12: China, Trending Now, 2021
                              • Tighter bonding with fashion brands on social media
                                • Figure 13: Viya cooperated with Gucci in livestreaming room, 2019
                                • Figure 14: Li Jiaqi cooperated with Bottega Veneta, 2020
                            • What’s Next

                              • KOS become the next trends for fashion KOLs
                                • Figure 15: KOS recruitment on Douyin, 2021
                              • Deep talk catches the eye
                                • Figure 16: Posts on Xiaohongshu, 2021
                              • Diversified identities will be attractive
                                • Figure 17: Ling Licheng’s posts on Instagram, 2020
                                • Figure 18: Lamu Yangzi’s post on Weibo, 2019
                            • Usage of Platforms

                              • Rising fashion KOLs in Douyin
                                • Figure 19: Usage of platforms for following fashion KOLs, 2021
                                • Figure 20: The frequency of following more KOLs, by monthly personal income, 2021
                                • Figure 21: Attracting characteristics of KOLs, by monthly personal income, 2021
                                • Figure 22: Usage of platforms for following fashion KOLs who are being followed more, by monthly personal income, 2021
                              • Graphic platform popularised in tier 1 cities
                                • Figure 23: Usage of platforms for following fashion KOLs, by city tier, 2021
                              • Bilibili for youngsters
                                • Figure 24: Usage of Bilibili and Kuaishou for following fashion KOLs, by age, 2021
                            • Characteristics of Fashion Influencers

                              • The need for mental pleasure
                                • Figure 25: Fashion KOLs’ characteristics that attract follow-ups on social media, 2021
                              • Distinctive language expression favoured by youngsters
                                • Figure 26: Selected fashion KOLs’ characteristics that attract follow-ups on social media, by gender and generation, 2021
                              • Higher degree, higher standard
                                • Figure 27: Selected fashion KOLs’ characteristics that attract follow-ups on social media, by education level, 2021
                            • Professionalism to Fashion Influencers

                              • Knowledge and content are the keys
                                • Figure 28: Definition of professionalism towards fashion KOLs, 2021
                              • Education background and experience are preferred by elite
                                • Figure 29: Selected definition of professionalism and attracting features towards fashion KOLs, by education level and monthly personal income, 2021
                                • Figure 30: Selected definition of professionalism towards fashion KOLs, by monthly personal income, 2021
                              • Marketing to youngsters by persistence
                                • Figure 31: Selected definition of professionalism towards fashion KOLs, by generation, 2021
                            • Content that Influences Shopping Decisions

                              • Short video for recommendations and reviews
                                • Figure 32: Fashion KOLs’ content that influences shopping decisions, 2021
                                • Figure 33: Fashion KOLs’ content that influences shopping decisions, 2021
                              • Livestreaming for real-time activity
                                • Figure 34: Fashion KOLs’ content that influences shopping decisions, 2021
                              • Medium and long videos also get a chance
                                • Figure 35: Fashion KOLs’ content that influences shopping decisions, by city tier, 2021
                              • Educated consumers are more keen on comprehensive content
                                • Figure 36: Fashion KOLs’ content that influences shopping decisions, by education level, 2021
                            • Products Recommended by Fashion Influencers

                              • General consumer goods are possible to extend via fashion KOLs
                                • Figure 37: Wish-to-buy products recommended by fashion KOLs, 2021
                                • Figure 38: Posts on Xiaohongshu, 2021
                                • Figure 39: Selected wish-to-buy products recommended by fashion KOLs, by monthly personal income, 2021
                                • Figure 40: Selected wish-to-buy products recommended by fashion KOLs, by gender, 2021
                                • Figure 41: Posts on Xiaohongshu, 2021
                              • Marketing to lower tiers
                                • Figure 42: Selected wish-to-buy products recommended by fashion KOLs, by city tier, 2021
                            • Attitudes towards Fashion Influencers

                              • Fashion KOLs have strong voice
                                • Figure 43: Selected attitudes towards fashion KOLs, 2021
                                • Figure 44: Attitudes towards buying KOLs’ own brands, by city tier and monthly personal income, 2021
                              • The opportunity for male KOLs
                                • Figure 45: Attitudes towards fashion KOLs’ gender in purchasing decision, by gender, 2021
                                • Figure 46: Attitudes towards fashion KOLs’ appearance, by gender, 2021
                              • Consumers in lower tier cities are more inclusive
                                • Figure 47: Attitudes towards fashion KOLs’ own brands, by city tier, 2021
                            • Appendix – Methodology and Abbreviations

                              • Methodology
                                • Abbreviations

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