why working with top KOLs in China can be risky business*

, here’s the hard truth: if you’re thinking of shelling out big bucks on a top KOL (Key Opinion Leader) in China, you better be 100% ready—or you’re going to watch that investment go up in smoke. KOLs in China can drive massive exposure, but if your brand isn’t prepared, you’ll end up bleeding money instead of building traction. Here’s why:

1. High Cost, Low ROI If the Product Isn’t Right

– Chinese consumers are savvy. They’ve seen all the marketing tricks, and they’re looking for real value. If you’re paying top dollar for a KOL to promote a product that doesn’t match the hype—whether it’s overpriced, low quality, or lacks uniqueness—they’ll see right through it. Expensive KOLs can give you a big initial boost, but if the product isn’t up to par, you’ll be left with a ton of hype and no repeat customers. It’s a waste of money without real quality behind it.

2. Instant Backlash if You Can’t Handle the Demand

– A top KOL’s endorsement can drive traffic and sales like crazy, but what happens if you’re not ready to handle the spike? If you can’t manage inventory, logistics, or customer support at scale, you’ll get backlash—fast. In China’s market, consumers expect smooth, fast, and responsive service, especially after a big endorsement. If you’re dropping serious cash on a KOL but don’t have your backend in place, you’re setting yourself up for a reputation hit that costs far more than the KOL fee.

3. KOLs Won’t Save a Brand Without a Clear Strategy

– An expensive KOL can only amplify what’s already there. If you don’t have a clear positioning, value proposition, and brand story that resonates with Chinese consumers, even the biggest KOLs won’t drive lasting growth. Your brand will get a quick boost, but once the campaign ends, the hype will vanish. KOLs are there to support a strategy, not create one from scratch. So, if you’re not clear on your message and audience, you’re paying a premium for nothing.

4. Backlash Is Real: KOLs Are Human, Too

– Here’s the thing: KOLs are powerful, but they’re human—and one wrong move can lead to a massive backlash. If they say something controversial or if the campaign doesn’t resonate, you’re on the hook. Without a plan to handle potential fallout, you could end up with a PR crisis that damages your brand more than the KOL boosted it. It’s risky, especially if you’re paying top dollar without a backup plan.

5. No Organic Growth? It’s Just a Flash in the Pan

– KOL marketing in China works best when it’s paired with organic growth—like customer reviews, word-of-mouth, and a solid social media presence. If you’re banking solely on a high-cost KOL and don’t have organic momentum, the effects will be temporary. You’ll see a spike in sales, maybe, but without a base of real customers to back it up, the impact dies out fast. KOLs can give you the push, but they can’t sustain growth on their own.

Bottom Line

Working with top KOLs in China is not a shortcut. If your brand isn’t ready—if the product, logistics, customer support, and strategy aren’t rock-solid—you’re better off focusing on those areas first. KOLs can drive amazing results, but they’ll amplify the cracks in your business just as much as the strengths. Don’t throw money at a big name if you’re not ready to handle the impact.

Case studies with Li JiaQi Top KOL in China

let’s talk about why working with top KOLs in China can be risky business and why Li Jiaqi’s eyebrow pencil fiasco should be a wake-up call if you’re banking on influencers to market your brand.

He is the King BUT

Li Jiaqi, the “King of Lipstick,” practically torched his own reputation in seconds during a live session on Sept 10. When a viewer balked at a 79 RMB ($10.86) eyebrow pencil he was promoting, he didn’t just brush it off. Instead, he lashed out with, “Maybe you should ask yourself how long it’s been since you got a raise, or if you’re working hard enough.” That line? It backfired hard. Chinese social media blew up, and Li lost over a million followers on Weibo within 24 hours. People felt like he was dismissing their reality, and his apology video did little to turn things around.

This wasn’t just a hit to Li Jiaqi’s brand—it put Florasis, the makeup brand he was promoting, right in the line of fire. Consumers started questioning if Florasis and other Chinese beauty brands are actually delivering on quality or if they’re just hyping up “national pride” as a way to justify premium prices. Before you knew it, the term “Hua Xi Bi” (or Florasis Coin) started trending, poking fun at the idea that working people should spend hard-earned cash on what some now see as overpriced, underwhelming products.

source whatsonweibo

This whole debacle is a reminder that relying too heavily on KOLs can blow up in your face if things go wrong. Influencers have real power to move products in China, but they’re not without risk. Here’s what this means for brands:

1. Quality Matters More Than Hype: Chinese consumers will call you out if the product doesn’t match the pitch. Hype alone doesn’t sell. If your product quality isn’t there, even a top KOL won’t save you when the backlash hits. The Guochao (national pride) wave works only when there’s value and quality behind it.
2. Engage KOLs with Caution: Make sure your KOL understands your brand and respects your customers. Influencers need to connect, not condescend. Li’s “work harder” comment was a misfire, showing just how fast loyalty can crumble when consumers feel talked down to. Vet your KOLs and be clear on your message.
3. Have a Crisis Plan: When the heat’s on, you need to be ready. Florasis took a hit because they waited too long to respond, and even then, their apology didn’t resonate. If your KOL stirs up a storm, you need a clear, genuine response to keep customer trust intact.
4. The Power of Peer Reviews: Don’t underestimate the influence of real customer reviews alongside KOL endorsements. While KOLs can drive visibility, consumer reviews build authenticity and confidence. Focus on delivering quality and earning organic, real feedback that complements KOL campaigns.

Bottom line? Influencer marketing in China is huge, but it’s not foolproof. If you’re betting big on a KOL to push your brand, make sure you’ve got quality, authenticity, and a backup plan. Because as Li Jiaqi just showed us, it only takes one misstep to bring everything crashing down.