Chinese brand spending distribution on WeChat KOL campaigns 2018-2019, by industry
WeChat is the most popular app in China with over one billion monthly active users in 2018. Its unique e-commerce design has become ideal for the brands to boost sales.
Internet companies in China spent around 20 percent of their total KOL investments on the WeChat KOL campaigns, slightly higher than fast moving consumer goods brands between the first quarter of 2018 and 2019.