{"id":3880,"date":"2018-08-14T12:50:38","date_gmt":"2018-08-14T10:50:38","guid":{"rendered":"https:\/\/socialpubli.com\/news\/?p=3880"},"modified":"2025-10-08T10:22:36","modified_gmt":"2025-10-08T08:22:36","slug":"marketing-de-influencers-en-china","status":"publish","type":"post","link":"https:\/\/socialpubli.com\/blog\/es\/marketing-de-influencers-en-china\/","title":{"rendered":"As\u00ed es el marketing de influencers en China"},"content":{"rendered":"<p>Aunque no tengamos planeado entrar en el mercado asi\u00e1tico <strong>de momento,<\/strong> siempre es interesante ver c\u00f3mo funciona el <strong>marketing de influencers en otros pa\u00edses<\/strong>, como China. Parece que ser\u00e1 m\u00e1s dif\u00edcil adaptarse al mercado chino que al resto de <strong>pa\u00edses europeos y latinoamericanos<\/strong>, por donde nos estamos <strong>expandiendo.<\/strong><\/p>\n<h2>Datos de marketing de influencers en China<\/h2>\n<p>Antes de hablar de marketing de influencers, vamos a mostrar algunos <strong>datos de la poblaci\u00f3n china<\/strong> para que sirva de <strong>contexto.<\/strong><\/p>\n<p>Con <strong>1.379 millones de habitantes<\/strong>, China es un mercado que mueve mucho dinero. Hay <strong>911 millones de usuarios de redes sociales,<\/strong> y WeChat, su herramienta de mensajer\u00eda, tiene m\u00e1s usuarios activos mensuales que <strong>Instagram.<\/strong><\/p>\n<p>China tiene un t\u00e9rmino especial para los influencers que hacen campa\u00f1as de marketing: \u00ab<strong>key opinion leader<\/strong>\u00bb <strong>(KOL).<\/strong> Es decir, un l\u00edder de opini\u00f3n. Tambi\u00e9n se les conoce como <strong>&#8216;wanghongs&#8217;,<\/strong> pero en este caso significa que no se conf\u00eda tanto en su opini\u00f3n y no son tan influyentes, a pesar de su popularidad.<\/p>\n<p>Hay <strong>incubadoras<\/strong> o academias (al menos existen unas <strong>200<\/strong>) que se encargan de construir y alimentar sus carreras, desde descubrir talentos hasta ayudar en la creaci\u00f3n de contenido. Hay influencers que incluso tienen un equipo de producci\u00f3n entero detr\u00e1s de sus redes.<\/p>\n<p>Adem\u00e1s, China es el pa\u00eds en el que m\u00e1s se conf\u00eda en la <strong>palabra<\/strong> de los <strong>influencers,<\/strong> como muestra esta gr\u00e1fica:<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-3883 aligncenter\" src=\"https:\/\/socialpubli.com\/blog\/wp-content\/uploads\/2018\/08\/influencers-china.png\" alt=\"\" width=\"470\" height=\"263\" srcset=\"https:\/\/socialpubli.com\/blog\/wp-content\/uploads\/2018\/08\/influencers-china.png 470w, https:\/\/socialpubli.com\/blog\/wp-content\/uploads\/2018\/08\/influencers-china-200x112.png 200w, https:\/\/socialpubli.com\/blog\/wp-content\/uploads\/2018\/08\/influencers-china-300x168.png 300w, https:\/\/socialpubli.com\/blog\/wp-content\/uploads\/2018\/08\/influencers-china-400x224.png 400w, https:\/\/socialpubli.com\/blog\/wp-content\/uploads\/2018\/08\/influencers-china-50x28.png 50w\" sizes=\"(max-width: 470px) 100vw, 470px\" \/><\/p>\n<h2>El marketing de influencers en China<\/h2>\n<p>\u00bfY m\u00e1s all\u00e1 de los datos? Las cosas cambian mucho en este pa\u00eds. <strong>El mundo influencer est\u00e1 m\u00e1s desarrollado<\/strong>, pero el <a href=\"https:\/\/socialpubli.com\/es\" target=\"_blank\" rel=\"noopener\">marketing de influencers<\/a> a\u00fan no est\u00e1 tan aprovechado como en occidente, especialmente teniendo en cuenta que en China <strong>los consumidores no son tan leales a las marcas<\/strong>. Para tener una campa\u00f1a exitosa en China, es necesario ser parte de su <strong>ecosistema<\/strong> y conocer sus redes sociales (Weibo o WeChat) y agentes.<\/p>\n<p>Adem\u00e1s, los l\u00edderes de opini\u00f3n de China tienen <strong>muchos seguidores.<\/strong> Por ejemplo, un influencer con 100.000 seguidores est\u00e1 considerado como influencer medio. El concepto de <strong>microinfluencer<\/strong> no est\u00e1 tan extendido como aqu\u00ed.<\/p>\n<p>Otra diferencia es que toda la poblaci\u00f3n usa <strong>smartphones<\/strong> y est\u00e1 m\u00e1s familiarizada con la<strong> compra online<\/strong>. La misma WeChat tiene posibilidades de <strong>pago online,<\/strong> compra de tickets o pedidos de comida a domicilio. Mientras que en Europa y Estados Unidos el marketing de influencers es clave para llegar a los <strong>p\u00fablicos m\u00e1s j\u00f3venes,<\/strong> en China las redes sociales tienen el mismo efecto en el toda la poblaci\u00f3n.<\/p>\n<p>\u00bfY qu\u00e9 pasa con la influencia? Los chinos le dan mucho m\u00e1s <strong>credibilidad a los influencers<\/strong> y a personas en las que conocen, porque muchos <strong>no conf\u00edan en el gobierno<\/strong> o en los medios de comunicaci\u00f3n, que est\u00e1n controlados por los l\u00edderes. Hay demanda de saber qu\u00e9 producto es mejor, y la soluci\u00f3n son los influencers.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aunque no tengamos planeado entrar en el mercado asi\u00e1tico de momento, siempre es interesante ver c\u00f3mo funciona el marketing de influencers en otros pa\u00edses, como China. Parece que ser\u00e1 m\u00e1s dif\u00edcil adaptarse al mercado chino que al resto de pa\u00edses europeos y latinoamericanos, por donde nos estamos expandiendo. Datos de marketing de influencers en China [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3881,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[59,25],"class_list":["post-3880","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-redes-sociales","tag-influencers","tag-redes-sociales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing de influencers en China | SocialPubli Blog<\/title>\n<meta name=\"description\" content=\"El marketing de influencers en China es diferente: m\u00e1s seguidores, e-commerce m\u00e1s fuerte y mayor uso de redes sociales. \u00bfC\u00f3mo impacta esto en los influencers globales?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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