U.S. retailers turning to Influencers to accelerate sales in China

For efficient brand impact in China’s massive retail market, more U.S. retailers are turning to key opinion leaders (KOLs) to influence Chinese consumers’ online purchases.

Fung Global Retail & Tech expects the emergence of KOLs as ‘cewebrities’ — popular online personalities — will continue to propel the growth of cross-border e-Commerce for foreign retailers.

As the world’s largest e-Commerce market, China is lucrative, growing and enthusiastic about U.S. products. In 2015, cross-border consumer e-Commerce reached $40 billion (£32.28 billion) with an annual growth rate of 50%, according to McKinsey & Company. iResearch found top-selling categories include cosmetics and skin care, baby and mom products, fashion apparel, electronics and food and nutritional supplements.