Influencer & KOL Marketing in China: Why Trademark Protection Should Be Your First Step:

When I speak with companies planning to enter China, influencer marketing almost always comes up. It makes sense. China doesn’t have Instagram, YouTube, or Facebook, so foreign brands often turn to local influencers—known as KOLs (Key Opinion Leaders)—to reach their audience. Done right, a single livestream can shift thousands of units overnight.

But here’s the catch. Many firms get swept up in the excitement of launching a KOL campaign and forget one critical step: registering their trademark in China. Without it, all that investment can be lost to copycats or opportunists who file your brand name before you do. I’ve seen it happen too many times.

In this piece, I’ll share how influencer marketing works in China, where the risks lie if your brand isn’t registered, and how TCI China helps businesses avoid costly mistakes.

The Role of KOLs and KOCs in China

Chinese consumers rely heavily on social proof before making a purchase. A recommendation from a trusted KOL or KOC often carries more weight than traditional advertising. That is why influencer partnerships are one of the most effective routes for building awareness and generating sales in China.

China’s digital landscape has given rise to two influential groups:

KOLs (Key Opinion Leaders): These are the celebrities, livestream hosts, and online personalities with massive reach. A single mention from the right KOL can put a product in front of millions almost instantly.

KOCs (Key Opinion Consumers): Everyday users who share opinions with smaller, more personal networks. What they lack in scale, they make up for in authenticity, and that trust often carries real weight with buyers.

Where Influencer Marketing Happens in China

Unlike in the West, China’s digital ecosystem is fragmented across multiple platforms. Each platform serves different demographics and content styles. Key channels include:

WeChat – the country’s all-in-one “super app.” Brands use it for communities, newsletters, and private group
Weibo – China’s closest equivalent to Twitter, where news and trends spread quickly.
Douyin – the original version of TikTok, and the hub of livestream shopping.
Xiaohongshu (RED) – popular among younger, urban women looking for lifestyle tips and product recommendations.
Bilibili – a video platform with strong roots in youth culture, gaming, and anime.

Choosing the right platform depends on your target audience and product category. Many successful campaigns blend strategies across multiple platforms to maximise exposure.

Proven Influencer Marketing Strategies for China

Brands entering China can consider several approaches:

Product Seeding with KOCs
Sending samples to micro-influencers helps generate authentic user reviews and creates an organic buzz.
Exclusive KOL Launches
Partnering with a well-known influencer can catapult brand awareness, but this comes with higher costs and stricter contract negotiations.
Livestream E-Commerce
Livestream shopping is a phenomenon in China. Top influencers can sell thousands of units in a single broadcast.
Authentic Storytelling
Chinese consumers expect brands to fit into their lifestyle narratives. Campaigns that focus only on hard selling often fail, while those that emphasise values, culture, or aspirational living resonate deeply.

The Trademark Trap: What Most Brands Overlook

Here’s where many foreign companies stumble: they launch a KOL campaign without first registering their trademark in China.

Unlike in many Western jurisdictions, China operates on a “first-to-file” trademark system. This means that whoever registers a trademark first—regardless of whether they are the original brand owner—legally owns it in China. Opportunists, competitors, or even local distributors can register your brand name before you do.

The consequences can be severe:

You may be legally blocked from selling your products under your own brand name.
Competitors can demand high fees to sell your trademark back to you.
Copycats can capitalise on your influencer campaigns, misleading consumers and damaging your reputation.
Legal disputes can drag on for years, draining resources and momentum.

Imagine spending millions on a KOL campaign, only to find out that the surge in demand is benefitting a trademark squatter instead of your brand. Sadly, this is not hypothetical—it has happened to many well-known international companies.

Case Study Insights

Michael Jordan vs. Qiaodan Sports: Jordan’s name was trademarked in China by a local sportswear company, leading to a lengthy legal battle.
Tesla: Before entering China, Tesla faced challenges because its brand name was already registered by a local businessman.
Multiple FMCG Brands: Countless food, beverage, and cosmetics brands have had to buy back their trademarks at inflated prices because they entered the market without securing IP first.

The lesson is clear: “ Success without protection is short-lived”.

How TCI China Protects Your Brand

At TCI China, we specialise in helping international businesses safeguard their intellectual property before they launch in China. Our trademark services include:

Trademark Searches & Risk Assessments – to ensure your brand name is available for registration.
Trademark Registration in China – fast, efficient, and compliant with Chinese law.
Brand Name Translation & Localisation Guidance – ensuring your brand resonates culturally while staying protected.
Enforcement & Monitoring – keeping an eye on the market to protect against infringement or misuse.

With TCI China, you can confidently move forward with influencer and KOL campaigns, knowing that your brand is legally secure.

Conclusion

Influencer and KOL marketing are powerful tools for winning over Chinese consumers. But without securing your trademark in China, the very campaigns designed to build your success could ultimately enrich someone else.

Before investing in KOL partnerships or livestream launches, make trademark protection your first step.

TCI China assists international businesses in registering, securing, and defending their trademarks in China. Protect your brand today so you can fully enjoy the rewards of your influencer strategies tomorrow. Contact us below or learn more here: China Trademark Services

Contact us today to protect your ideas before someone else does.

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Or at the following numbers:

(Europe/ Rest of the World) +353 1 885 3919
(UK) +44.020.3287.2990
(North America) +1.518.290.6604

Or email me, Aidan Conaty

FAQ

Q1: Why is trademark protection important before KOL marketing in China?
A1: China follows a first-to-file system, meaning if you don’t register your brand early, someone else can claim it—even if you created it.

Q2: What platforms are most important for influencer marketing in China?
A2: Key platforms include WeChat, Weibo, Douyin, Xiaohongshu (RED), and Bilibili, each targeting different consumer groups.

Q3: What happens if someone registers my trademark in China before me?
A3: You may face legal restrictions, inflated buy-back costs, or brand dilution. Registering early avoids these risks.

Q4: How can TCI China help?
A4: TCI China provides trademark searches, registration, localisation guidance, and enforcement to protect your brand in China.