How Can Brands Use Influencers and WeChat Mini-Programs to Drive Growth in China?

In China, Influencers (KOLs/KOCs) + WeChat Mini-Programs form the most powerful and efficient growth combination. Many European brands entering China underestimate the influence of KOLs and the critical role Mini-Programs play in converting traffic. Here’s why this combination works so well.

1️⃣ Why KOLs Matter More in China than in Europe

Chinese users have a unique “seeding culture”, where they quickly develop purchase intent through content recommendations. Key factors include:

• REDnote + WeChat is a strong combination Users discovering products on REDnote can purchase directly through a WeChat Mini-Program, creating a seamless content-to-transaction loop.

• Fast purchasing decisions Chinese users decide faster than European markets, especially when trusted KOLs recommend a product.

• High trust in KOLs Recommendations from influencers are more persuasive than traditional ads or brand messaging.

• Content is lifestyle-focused and experiential KOLs share real-life usage scenarios, enhancing product appeal and credibility.

• Strong follower purchase intent Once “seeded,” KOL recommendations drive higher conversion rates than other channels.

2️⃣ Mini-Programs: The Key to Capturing KOL Traffic

While KOLs can spark interest, without a proper channel, traffic is lost. Mini-Programs solve this problem:

• Seamless purchase experience: Browse, order, and pay without downloading an app.

• Social sharing and viral potential: Users can share, participate in group deals, or use coupons to bring new users.

• Trackable data: Brands can monitor conversions in real-time and optimize KOL campaigns.

• Boost repeat purchases: Membership and points systems help turn one-time buyers into loyal customers.

3️⃣ How to Build a Growth Flywheel

1. Select the right KOL/KOC: Match target audience and content style.

2. Create seeding content: Showcase real-life product usage and experiences.

3. Use Mini-Programs to capture traffic: Ensure smooth purchase flow with promotions or limited-time offers.

4. Encourage repeat purchase and viral growth: Leverage membership, sharing, and community mechanisms.

5. Optimize continuously: Adjust KOL placements, content, and purchase flows based on performance data.

In China, the KOL + Mini-Program combination forms a growth flywheel: content → trust → traffic → conversion → repeat → viral → back to content. Understanding and leveraging this model is crucial for European brands entering the Chinese market.