Thursday, February 13, 2025
My sister and I recently went for a haircut at a small shop run by a middle-aged woman from Dōngběi (东北)—Northeast China. In the course of our conversation, I learned that she operates not just a salon but also a grocery store and a small eatery, all within the same space. Her hardworking and entrepreneurial spirit impressed me deeply.
She comes from a region now home to one of the world’s most spectacular winter attractions—the Harbin Ice and Snow Festival. This year marked the 35th annual Harbin International Ice and Snow Festival, a two-month-long event that has grown into the largest of its kind in the world.
Beyond its breathtaking ice sculptures and winter sports, the festival highlights two major trends shaping modern China: the rise of experience-based tourism and the dominance of KOL-driven digital marketing.
Harbin Ice and Snow World: A Symbol of China’s Thriving Tourism Industry — More than just a theme park, Harbin Ice and Snow World represents China’s booming tourism sector, blending entertainment, cultural heritage, and economic opportunity. Its ability to attract massive crowds—despite steep ticket prices, especially for VIP access—reflects the strong demand for unique, immersive experiences.
KOLs: The New Marketing Powerhouses—In China's hyper-competitive digital landscape, Key Opinion Leaders (KOLs) have become a driving force in video marketing. Far more than influencers, they shape consumer behavior in ways that traditional advertising cannot.
Brands overuse KOLs for a simple reason: they work. KOLs craft content that captures attention, creates emotional connections, and generates buzz through storytelling, controversy, and interactive engagement. They excel at hooking an audience instantly, making their videos feel more personal and trustworthy than corporate messaging.
From Corporate Branding to Social Proof—Chinese consumers—especially younger generations—place far more trust in peer recommendations than in traditional brand advertisements. KOLs tap into this by showcasing real-time experiences, interacting directly with their audience, and leveraging psychological triggers like FOMO (fear of missing out) and social validation.
Livestream shopping and short-form videos on platforms like Douyin, Xiaohongshu, and Weibo make products and experiences feel tangible, further strengthening consumer confidence.
The Future of Marketing: Speed, Engagement, and Authenticity— The Harbin Ice and Snow Festival’s overwhelming success—bolstered by KOL-driven marketing—illustrates the shifting landscape of consumer behavior in China. The future belongs to brands and individuals who can create fast-paced, engaging, and interactive content.
Finally, whether in tourism, business, e-commerce, or lifestyle, trust and relatability now drive business far more than traditional advertising ever could do.