Influencers are changing under economic and political pressure – Ashley Dudarenok

Economic and geopolitical pressure are changing the ways China’s KOLs are changing their strategies, says branding expert Ashley Dudarenok in the Jing Daily. “Amid these challenges, many KOLs are pivoting to create their own brands,” she writes.

Ashley Dudarenok:

Many KOLs, once commanding high fees, are now earning less as brands cut budgets in light of China’s slowing economy and weaker consumer spending.

With sales declining across many sectors, brands are increasingly moving toward fee-plus-commission arrangements, where KOLs earn a base fee supplemented by a percentage of sales generated through their promotions. While this results-driven model aligns with brands’ desire for measurable ROI, it has created significant challenges for influencers. When sales are low, KOLs see a substantial drop in income, making it harder for them to sustain their operations.

Amid these challenges, many KOLs are pivoting to create their own brands. Platforms like Xiaohongshu (RedNote) have become central to this trend, with influencers leveraging their loyal followings to sell their own products through livestreaming. This move offers greater independence and a more stable income, but also makes KOLs less inclined to promote external brands when they can prioritize their own products…

In 2025, you’d be hard-pressed to find a successful brand in China that does not have Key Opinion Employees (KOEs). These full-time employees not only work for a brand but also leverage their personal influence and credibility to promote the company’s products. KOEs engage in activities like livestreaming, sharing behind-the-scenes content, and showcasing their expertise, blending their professional role with their personal brand.

This approach offers brands a cost-effective way to build authenticity and trust, as consumers increasingly value real people over polished advertisements. KOEs also strengthen connections with audiences by presenting a relatable, human face behind the brand, making them a crucial element of modern marketing strategies in China. It’s no surprise, then, that brands often choose to invest more in KOEs when they can.