Six Female KOLs Dominating Chinese Social Media



Women's

女性力量

Empowerment





Women's Empowerment is an increasingly popular topic worldwide, China included, where  the top topic for International Women’s Day this year has been represented by the slogan  “Her Power to be seen. The climax arrived with the airing of a reality show : 《乘风破浪的姐姐》(Older Sisters Who Brave the Winds and Waves), featuring 30 Chinese female stars who were over 30 years of age, vying for a spot in a five-member band. The aim of this show is to empower women and to showcase that they can achieve anything with dedication, just as men do. The following KOLs are a selection of some of the most successful  and powerful women shaping China’s social media.

自去年起,公众的目光逐渐转移到女性及她们的影响力上,一档以30岁以上女性明星为主角的真人秀《乘风破浪的姐姐》更是将这一思想推向高潮。我们不难发现,女性和男性一样,为了自己的梦想目标,她们充满能量并愿意为之努力。在社交媒体发达的当下,许多女性KOL也以她们独特的人格魅力活跃在公众中:

1

  Papi Jiang Papi酱


Papi酱

微博粉丝:3300万


The most popular KOL on Weibo in China, she is known for her strong independent character. After graduating from The Central Academy of Drama, she and a close friend grouped together as “TCgirls” on Weibo and started posting short videos making jokes about daily events. Later she branched out as Papi. It was not until her original video "Super Male Surviving Rules" that she caught the eyes of the public. Her naturally funny personality, talent for acting and sarcastic yet right-on-point roasting gradually attracted more and more people's attention. Throughout the years, Papi has been speaking up for independent females, and has been encouraging them to break the social norms. 

Papi酱是微博上以独立女性形象闻名的最受欢迎的话题人物。从中央戏剧学院毕业后,Papi和好友一起以“TCgirls“为名在微博上拍摄短视频吐槽生活琐事。在短视频生涯不温不火了一段时日后,Papi发布了一系列名为“男性生存法则”的视频,也正是这一系列视频将她带进了公众的视线。她天生的幽默感,表演天赋和犀利的吐槽使得她慢慢吸引到更多人。这些年,Papi作为一名新媒体人和一位母亲,在平台上为鼓励女性独立并打破传统社会法则做出了努力。


2

Margaret Zhang章凝

@ Margaret__Zhang

微博粉丝:5.6万


Instagram: @margaret_zhang


Fashion influencer Margaret Zhang has been praised for her unique creative vision, attracting many luxury labels to her personal branding. Zhang not only wears the clothes of luxury brands, but works behind the scenes on creative projects for them, having collaborated with Louis Vuitton, Dior, and Chanel. She refuses to be labeled an ‘It girl’, and says 60 percent of her career is consulting work, 30 percent photography and 10 percent as a stylist, “and the rest (0%) is about being a blogger.”

在成为Vogue中国版新任主编前,作为时尚博主的章凝因她大胆、独特的视角吸引了众多奢侈品牌的。这个拥有时尚野心的女孩不满足于以模特身份与大牌合作,将自己的创意与独到的见解加入到了与路易威登、迪奥、香奈儿等大牌合作的幕后项目中。她不愿意被称作“it girl“,并将自己60%的工作内容定义为咨询,30%为摄影,10%为设计师,而剩下的(0%)才是博主。


3

   Li Ziqi李子柒

@李子柒

微博粉丝:2750万


No matter where you are in the world, you may have already seen videos of a girl in Han Fu (traditional Chinese clothes), crafting traditional Chinse techniques such as paper fabrication and Baijiu brewing. She doesn’t speak a word in her videos, yet she is able to delineate the traditional life of Chinese people for her global audience. The subjects of her videos amplify Chinese folk customs by simply recording the technological process of the craftmanship. Many, especially young ones, would agree that her works bring a little tranquility nostalgia to the world filled with hustle.

无论你身在世界何处,你或许都看到过一个穿着汉服的女孩制作传统中国工艺的视频。这个女孩在视频里不说一句话,却能为国内外的观众描绘一幅中国人民传统生活的画卷。李子柒视频大多通过拍摄工艺制作过程来展现中华传统风俗及工艺。许多观众,特别是当中的年轻人,都会认为李子柒的视频为繁忙浮躁的现代生活带了了一丝宁静。



4

 La Mu Yang Zi 洋子 

@ 辣洋子

微博粉丝:690万


This young actress does not have the stereotypical aesthetics of most actresses. She became a trend amongst the youngsters because of not only her talent in acting, but also the confidence glowing from inside out. It was Yangzi’s childhood dream to become an actress. Though she has been facing non-stop criticism for not being perfect since the beginning of her career, she simply brushes the nonsense off her shoulders and keeps challenging herself on stage. When being asked “who do you want to be the most”, she gladly replied“myself”. To her, and to thousands young girls struggling with body shaming and anxiety for how they look, this will always be the best answer.

这位年轻的女演员从来不是大众审美的标准,她却因为她的表演天赋和由内到外散发的自信成为了年轻人口中的热门人物。洋子从小就有一个演员梦,一路以来却受到许多针对她外貌与身材的批判,而她只是耸耸肩不把这些无谓的评价当回事,一门心思不断挑战和提高自己的演技。当记者问她“你最想成为谁”时,她自信地答到“我自己”。对于洋子和许多和她一样疲于应对身材外貌焦虑的女孩子来说,这就是最好的答案。


5

 Becky Li 黎贝卡

@ 黎贝卡的异想世界

微博粉丝:700万


 Instagram: @beckys_fantasy

Becky started her career as a journalist and reporter at Nanfang Metropolis Daily, and later became the star reporter of the team. During her time at the agency, she loved recommending clothes and other fashion items to her colleagues, from which she passion for fashion grew. After working for the agency for more than ten years, she made the decision to quit the job and to officially take off as a fashion blogger. Her creative and high-quality contents provide a platform for professional women to explore various styles. Now she’s working with renowned brands such as Dior, Chanel, La Mer, Mini, Tasaki, Guerlain.

Becky刚踏入社会时是《南方都市报》的记者,几年的奋斗后成为了报社的首席记者。在报社工作时,她非常乐于向同事推荐衣物和时尚穿搭秘籍,带着他们买买买,她也因此发现了自己对时尚的热情。在报社工作了十余年后,Becky决定辞职当一名全职时尚博主。她的公众平台都是高质量,充满创意的内容,许多职业女性也从此获得灵感并尝试多种风格。目前为止,Becky已和如迪奥、香奈儿、娇兰等的国际大牌建立了合作关系。


6

 Viya 薇娅 

薇娅viyaaa

微博粉丝::1700万


Viya, a name that almost every Taobao user knows. She is the livestream sales queen who has been able to attract 100 million viewers in a single livestream session on the platform. Viya was originally a clothing store owner before stepping into the public. During COVID-19 lockdown in 2020, Viya and her team donated four million renminbi to Wuhan. Her livestreams are fact-focused. The audience is told the pros and cons of the products so that they can make informed decisions, which is why her livestreams draw attention from both men and women.

薇娅的大名几乎每一位淘宝用户都有所耳闻,这位带货女王的直播能吸引到一个亿的观众早年的薇娅和男朋友开了一家服装店,因机缘巧合才出现在公众的视野中。去年新疫情期间,薇娅和团队为武汉捐赠了四百万人民币的物资。她在直播中对于产品的优缺点都非常直接,因此吸引了各种人群的关注






Female empowerment has indeed become the most spoken about topic these days. Brands are collaborating with more and more female KOLs to encourage women to speak up, remain true to themselves and chase their dreams.

女性力量已成为当今的热门话题,并将持续得到关注。许多品牌也加大与女性KOL的合作力度,鼓励女性做自己、勇敢追梦,并将概念引入品牌。



If you want to develop your brand’s marketing in China, don’t hesitate to contact us at info@eastant.it.

如果你想在中国推广你的品牌,欢迎随时联系我们:info@eastant.it



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