China’s influencer’s economy – Ashley Dudarenok

 

Ashley Dudarenok

China’s influencer economy in 2025 is bigger, faster, and more competitive than ever, writes marketing expert Ashley Dudarenok in an overview of this booming industry in Chozan. “In 2024 alone, MCNs — multi-channel networks — were behind many of the country’s record-breaking livestream sales and viral content trends,” she adds.

Ashley Dudarenok:

China’s influencer economy is bigger, faster, and more competitive than ever. In 2024 alone, MCNs — multi-channel networks — were behind many of the country’s record-breaking livestream sales and viral content trends. They’re the engines connecting brands with top creators, building campaigns across Douyin, Kuaishou, Bilibili, and RedNote, and turning social buzz into measurable sales.

From e-commerce giants managing thousands of livestream hosts to boutique agencies producing high-concept micro-dramas, MCNs are shaping the industry.

• How products launch
• How stories are told, and
• How consumers make buying decisions in China’s digital-first market.

Understanding these networks isn’t optional for brands inside and outside China — it’s essential for making the right partnerships and entering the market with impact.

Thinking about working with a Chinese MCN?
Choosing the right partner depends on your category, audience, and campaign goals. Platform strengths, influencer network quality, and track record all matter.

The full article is available here.

Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.

Are you looking for more stories by Ashley Dudarenok? Do check out this list.

Influencers are changing under economic and political pressure – Ashley Dudarenok

 

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.

More in the Jing Daily.

Ashley Dudarenok is a speaker at the China Speakers Bureau. Would you like her at your meeting or conference? Contact us or fill out our speakers’ request form.

Are you looking for more branding experts at the China Speakers Bureau? Do check out this list.

Why influencers are key for B2B marketeers, but not enough – Ashley Dudarenok

 

Ashley Dudarenok

B2B influencers are a key marketing tool in Asia, says Hong Kong-based marketing expert Ashley Dudarenok, but they are not enough on themselves, in Campaign Asia. “At its core, every B2B decision is made by people, not companies, and tapping into their emotions, challenges, and aspirations is key”, she says.

Campaign Asia:

Ashley Dudarenok didn’t intentionally set out to be a B2B influencer, but felt a strong need to educate and consult her B2B clients who were exploring opportunities in and with China. She started publishing insights on LinkedIn about eight years ago and has since grown her network to around 100,000 connections.  She believes the ‘business to humans’ (B2H) approach is the most effective B2B influencer marketing strategy. “At its core, every B2B decision is made by people, not companies, and tapping into their emotions, challenges, and aspirations is key,” says Dudarenok. “Educate, don’t sell: B2B audiences respond to insights-driven, educational content that solves their problems. Influencers who focus on providing value rather than pushing products are the most effective.” But while B2B influencer marketing is effective when executed correctly, Dudarenok adds that it’s not sensible to rely on influencers only. “It might always be a smart strategy to build a KOE (key apportion employee), often the boss of the business who becomes a thought leader versus just paying someone else for promotions. Or do both. Do not rely on influencers only,” she advises…
“At its core, every B2B decision is made by people, not companies, and tapping into their emotions, challenges, and aspirations is key” – Ashley Dudarenok, founder of ChoZan

More at Campaign Asia.

Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.

Are you looking for more marketing experts at the China Speakers Bureau? Do check out this list.

How to work with virtual influencers in China anno 2022 – Ashley Dudarenok

 

Ashley Dudarenok

Marketing expert Ashley Dudarenok dives into China’s virtual influencers in 2022 and discusses how brands can work with those successful marketing tools and avoid trouble like with the human influencers, on her vlog.

Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your (online) meeting or conference? Do get in touch or fill in our speakers’ request form.

Are you looking for more marketing experts at the China Speakers Bureau? Do check out this list.

How brands can avoid China’s influencers – Arnold Ma

 

Arnold Ma

Many brands got into hot water in China after the government started to crack down on online influencers and other celebrities. There is a way to avoid those influences and the risks they pose, says branding expert Arnold Ma in the Jing Daily. Also, non-fungible tokens (NFTs) and gamification should be avoided at this moment, Ma adds.

Jing Daily:

Arnold Ma, the founder and CEO of Qumin, told Jing Daily brands can grow without influencers. He argues that brands should “start building their own channels, leveraging content from creators or using virtual characters to represent the brand and provide audiences with a personality to connect with that is brand owned — taking the risk out of working with influencers and celebrities.”

Some brands have avoided the pitfalls of influencer marketing by building engaging marketing campaigns without celebrity testimonials. For example, some brands have replaced influencers with trained sales associates in their live-streaming sessions, and some labels have preferred to feature user-generated content (UGC) to promote product campaigns…

Considering how much young consumers care about global warming and climate change, it is clear that they will prioritize brands that are reducing greenhouse gas emissions. And even luxury shoppers who are less receptive to climate goals are susceptible to peer influence. Therefore, brands should stay away from such endeavors that bring questionable results.

“NFTs and gamification are red herrings here – no brand needs it, especially not in the present,” said Ma. “Gamification is a great campaign mechanic, but it is not the only one. NFTs will be useful in the future as we become more metaverse ready.”

In Ma’s opinion, brands could use metaverse instances “to scale customer service for VIPs” or employ NFTs to design “unique loyalty schemes that are non-fungible for each individual customer.” However, he rightfully argues that these concepts are “very theoretical, and it is certainly not needed for success in China right now.”

More at the Jing Daily.

Arnold Ma is a speaker at the China Speakers Bureau. Do you need him at your (online) meeting or conference? Do get in touch or fill in our speakers’ request form.

Are you looking for more branding experts at the China Speakers Bureau? Do check out this list.

Influencers do not come cheap for brands entering the China market – Ashley Dudarenok

 

Ashley Dudarenok

China’s economy is booming and foreign brands see engaging influencers as the ideal way to enter the market. But those influencers do no come cheap, says marketing expert Ashley Dudarenok at Marketing-interactive. “You can’t enter China with $10,000 US and expect to succeed,” she says.

Marketing-interactive:

With China’s rapid economic and social bounceback amid the ongoing global pandemic, more and more brands are feeling a sense of urgency when it comes to breaking into that market — one with a completely different set of rules and platforms when it comes to social media and how influence works.
Ashley Galina Dudarenok is the founder of Alarice & ChoZan, specializing in digital marketing and strategy for brands in the Chinese market. Her 500+ page quarterly report on all things marketing in China is highly respected, and offers insights for brands who want to do exactly that.

When it comes to breaking into China’s influencer market, Dudarenok is firm: It won’t be cheap.

“You can’t enter China with $10,000 US and expect to succeed,” she says. Brands are playing a whole different ballgame with influencers there, many of whom have even launched their own brands to control all elements of the business in-house…

Influencer marketing has evolved quickly in China, and with influencer incubators becoming a regular step to a career in the country,, there is a larger crop of “micro-KOLs” available for brands who wish to sell themselves across platforms like WeChat, Douyin, and Taobao.

In her book, Working with Bloggers, Influencers and KOLs, Dudarenok notes that micro-KOLs are “attractive to younger consumers who see themselves as more independent and less prone to the influence of commercial interests and personalities.”

However, it’s true in China as it is elsewhere that it’s a combination of top-tier, mid-tier and micro-KOLs that offers the best solution, so, be prepared to spend.

More at Marketing-interactive.

Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your (online) meeting or conference? Do get in touch or fill in our speakers’ request form.

Are you looking for more marketing experts at the China Speakers Bureau? Do check out this list.

Why influencers are so powerful for branding in China – Ashley Dudarenok

Ashley Dudarenok

Influencers are an emerging force in branding, but in most of the world they are lagging compared to China, explains marketing guru Ashley Dudarenok. Audiences, culture, and platforms are ideal for influencers, she tells at her vlog.

Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your (online) meeting or conference? Do get in touch or fill in our speakers’ request form.

Are you looking for more branding experts at the China Speakers Bureau? Do check out this list.

Marching on in China: influencer marketing - Ashley Dudarenok

Ashley Dudarenok

Influencers are key for marketing, says China marketeer Ashley Dudarenok. Platforms might change when time moves on, influencers are here to stay, she adds in Forbes. " In 2019 you can’t market in China without investing 20-70% of your marketing budget into influencers," she says.


Forbes:

Ashley Galina Dudarenok, author and China marketing expert explains, "Influencer marketing is such a focal point of brand strategy because it's a lot more powerful than many other methods." She continues, fresh from the stage at the Palais de Festival speaking about culture, technology and advertising at Cannes Lions, "In China, we say that Chinese KOLs (key opinion leaders) are the only influencers globally that actually sell.  No matter whether you are a big or a small brand, in 2019 you can’t market in China without investing 20-70% of your marketing budget into influencers." 

Dudarenok points out that the bridge such KOLs serve for cultural connection is invaluable.  She adds, "According to PWC’s report, 29% of Chinese consumers, as compared to 13% globally, actually use social media to see what brands or products KOLs and celebrities are endorsing now, so it's a phenomenon that just continues to balloon." ... 

Indeed, Dudarenok predicts, "Platforms will change, influencers will stay. There will also be more and more self-brands launched by KOLs. In fact, big global brands, by cooperating with KOLs, are actually in the process of creating their own future competitors ."

More in Forbes.

Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers' request form.

Are you looking for more branding experts at the China Speakers Bureau? Do check out this list.