Last Updated on August 6, 2024
At first glance, China’s influencer marketing landscape appears to be an unlimited source of strategic partners. However, did you know that many top KOLs and KOCs in the country are part of Multi-Channel Networks (MCNs)?
To understand the advantages of influencer collaborations in China, international brands must explore the core of this ecosystem.
In this post, we’ll discuss how it works, the top agencies you can check out, and the advantages they can offer to businesses entering the Chinese market.
What are MCN agencies in China and how do they work?
Multi-Channel Networks (MCNs) are legal entities that engage with the business of consolidating KOL resources across China’s social commerce platforms. They sign contracts with two types of influencers: ones with a dedicated following base and others who are regular users with the potential to grow their audience or online persona.
After the contract signing, MCNs work with professional creative teams to help these influencers create engaging and aesthetically pleasing content.
In return for the support and services an MCN provides to their contracted KOLs, any collaborations and sponsorships offered by brands will be managed by the company. Typically, these media platforms handle hundreds of contracts, from celebrities to micro-influencers.
Depending on the media agency, each MCN in China focuses on a particular niche or industry. You’ll find a company that specifically works with fashion video bloggers, while other agencies choose to manage travel KOLs.
7 of China’s Largest MCN Organizations
1. Dayu Media (大禹)
Dayu Media is one of the largest Multi-Channel Networks in China. It’s an integrated media company that creates and distributes high-quality content for the country’s social media landscape.
Currently, Dayu Media is certified by Tencent as one of the top developers in the local market. It’s also consistently ranked high among new media platforms.
Dayu Media’s advertising and social media promotion services mainly focus on industries like beauty, cosmetics, animation, original comics, and gaming. Their KOL network consists of people from different fields and professions.
They consolidate KOL resources from popular social media platforms like Douyin, Kuiashou, WeChat, and Weibo. Their broad scope of partnerships and services has led to brand deals with globally renowned companies such as Toyota, Tencent Games, Alibaba, Armani, Chanel, and many more.
2. Qianxun (谦寻)
Qianxun gained popularity as one of the top KOL marketing networks in Taobao Live. Today, the brand stands as a successful e-commerce company in China, offering a wide range of services from IP commercialization to SaaS and live streaming.
Most of their signed influencers fall under lifestyle categories, mainly live video bloggers featuring food, beauty, and fashion. Because these segments are highly visual and commercialized, their KOL marketing efforts often reach customers on Douyin and Taobao.
Looking at the company’s social media promotion portfolio, it appears that the company mainly relies on the influence and power of short video and live-streaming tools.
This strategy allowed Qianxun to partner with over 20,000 local and international businesses. Some of their most successful brand partnerships are with Nars and Kiehl’s.
3. Mei One (美one)
Mei One branded themselves as an incubation platform for lifestyle and beauty KOLs. Their company culture and vision mainly focus on building influencers into livestream retail experts.
With its dedication to utilizing live-streaming technology, this MCN company has built a massive e-commerce system on Taobao Live. Other KOLs under its network also amassed impressive audience sizes on Weibo and Douyin.
The success of Mei One in building self-media talent is undeniable, mainly because this MCN managed to launch successful KOLs like Li Jiaqi and Naiva Family.
Most of the company’s traction mainly comes from Li Jiaqi, with this top KOL working with over 1,600 brands and his single live commerce content garnering millions in actual revenue.
4. Wuyou Media
Right now, Wuyou Media has around 90,000 signed KOLs under its management and more than 1.8 billion fans if we count their combined followers. Beyond live-streaming and short-form videos, this MCN also assists its 3000 partner brands in the operation of their virtual storefronts on e-commerce platforms.
Their most successful KOL marketing collaboration was a single live-streaming session that managed to generate 52.5 million viewers.
Wuyou Media’s KOL network ranges from beauty and lifestyle to travel and fashion. Some of the known brands that have worked with this MCN agency are Maotai, Whoo, and YaYa. Most of these campaigns are launched via Douyin and Taobao.
5. Hive Media（蜂群文化）
Established in 2014, Hive Media is an MCN in China that emphasizes the importance of nurturing its own pool of talented KOLs. They encourage the sophisticated use of new media mediums like video production and social media promotions.
They’re one of the few companies that sign contracts with a limited pool of KOLs to maintain their dedication to high-quality content creation. Their managed influencers are top talents from platforms like Weibo, WeChat, Toutiao, Kuaishou, and Yizhibo.
The services that this Chinese MCN company offers have served various industries, from e-commerce and gaming to cosmetics and food. Thanks to their extensive expertise and reliable content creation process, the business scored brand deals with Pizza Hut, P&G, Olay, Burger King, and many more.
6. Papitube
Papitube is a short-video MCN platform established by popular vlogger Papi Jiang and her business partner Yang Ming. While not as extensive as other companies on the list, this company has a network of over 100 KOLs and content creators across different social media platforms.
Brands shouldn’t underestimate what this MCN can offer, as its official Weibo account alone has over 2 million followers. They also have a solid following on Douyin and Bilibili.
Source: Jing Daily
Beyond the high-quality material, the content production on Papitube has an element of humor that resonates well with young and modern audiences. The KOLs from this MCN are also very engaged, with many of them immediately sharing each other’s posts on online platforms to help the content gain high traction.
7. GuMaijiahe (古麦嘉禾)
GuMaijiahe has been in the industry since 2011, connecting brands with online celebrity influencers and providing professional video production services. Their specialization is centered around IP collaborations and creating high-quality short-video content for internet users in China.
Most KOL promotion projects that GuMaijiahe handles are under the categories of Internet, beauty, gaming, food, and mother & baby products. Their services cover the entire content creation journey, from account promotion to platform operation.
With its 400 million fans on Douyin, there’s no denying that this MCN shines the best in supporting and cultivating short-video content creators and KOLs. Its reliable network has gained the trust of reputable brands such as Tmall, JD, Hisense, and VIP.com.
Advantages of Partnering With Multi-Channel Networks (MCN) in China
● Enhanced Content Quality and Professional Resources
MCNs provide KOLs with professional resources, including high-quality filming equipment, content creation teams, and strategic guidance. This support ensures that the content produced is of high quality and aligns with the brand’s marketing objectives.
A Food KOL under an MCN with curated content
● Targeted Reach and Audience Engagement
By leveraging an influencer’s established networks and algorithms, brands can reach their target audience more efficiently. MCNs in China help in identifying and connecting with influencers whose followers match the brand’s target demographics, thereby maximizing engagement and conversion rates.
Hive Media’s Categorized KOL Listings
● Monetization and Revenue Opportunities
MCNs assist influencers in monetizing their content through sponsorships, e-commerce integration, and other revenue-generating activities. This symbiotic relationship benefits both the influencers and the brands they promote, leading to higher commercial value and better ROI for marketing campaigns.
Quick Q&A
Why should foreign brands work with a Multi-Channel Network in China?
Partnering with an MCN agency provides brands with comprehensive marketing solutions, including content creation, media promotion, and live-streaming services. It also offers detailed performance analytics, helping brands optimize their strategies and achieve better results.
Your Trusted KOL Marketing Partner in the Chinese Market
Partnering with MCNs in China offers brands a strategic advantage in enhancing their digital presence, engaging with target audiences, and achieving marketing objectives. Their professional resources, comprehensive services, and local market expertise are invaluable assets for foreign brands trying to break into a competitive business scene.
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At Sekkei Digital Group, our deep understanding of local market dynamics and cultural nuances ensures that brands can effectively tailor their strategies for the Chinese market.
Whether you intend to work with a specific KOL within your niche or launch a full-scale social media campaign, we have all the digital solutions you need. Get in touch with our team today, and let’s start planning your entry into the Chinese market.
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