Weibo<\/strong> drives trends through text posts and influencer content<\/li>\n<\/ul>\n <\/p>\n
Use Case 1: Jellycat’s Celebrity Partnership<\/h3>\n
![\"MCN](\"https:\/\/gl-open.com\/wp-content\/uploads\/2025\/09\/china-mcn-use-case-yuqi-jellycat-collaboration.webp\")
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British toy brand Jellycat collaborated with celebrity influencer Song Yuqi to connect with more customers in China. Such high-profile partnerships would typically involve MCN coordination. They would handle the talent negotiations, content strategy across platforms, and campaign amplification to ensure consistent messaging and broad reach.<\/p>\n
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Use Case 2: KOL Partnerships for Livestream Sales<\/h3>\n
![\"KOL](\"https:\/\/gl-open.com\/wp-content\/uploads\/2025\/09\/china-kol-brand-livestream-ecommerce-collaboration-1024x576.webp\")
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In China’s livestream e-commerce model, influencers host live shopping sessions where they interact with viewers who can purchase instantly through the stream. Brands typically work with MCNs to identify livestream hosts who match their target demographics and can authentically present their products during these real-time sales events.<\/p>\n
For example, during the 2024 \u201cDouble 11\u201d shopping festival, Gao Yuyu (@\u9ad8\u828b\u828b) generated over 100 million RMB in sales for Kans skincare\u2014setting a three-day sales record for the brand in the process.<\/p>\n
Interestingly, the scale of livestream e-commerce in China is so significant that Hangzhou features X27 Park, a 24\/7 shopping complex where you can also watch KOLs broadcasting live as they promote products in real time.<\/p>\n
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Use Case 3: Starbucks Using Douyin Livestreams<\/h3>\n
![\"MCN](\"https:\/\/gl-open.com\/wp-content\/uploads\/2025\/09\/china-mcn-starbucks-kol-collaboration-ecommerce.webp\")
<\/p>\n
Beyond large shopping festivals, many brands leverage livestreaming for daily engagement. Among them, Starbucks China is a great example.<\/p>\n
Starbucks regularly collaborates with livestream hosts on Douyin to promote limited-time drinks, seasonal campaigns, and special offers. These KOLs focus on clearly and repeatedly highlighting key promotion details (e.g., what the deal includes) to encourage fast conversions. Such a strategy helps the brand stay in front of consumers and drive daily sales.<\/p>\n
<\/p>\n
Why MCNs Succeed in China: Culture, Speed & Commerce<\/h2>\n
Generally, people like to buy from those they trust. In China, KOLs and KOCs fill that role, and MCNs amplify this trust by running promotional events where consumers can interact with these influencers in real time.<\/p>\n
The structural foundation supporting MCNs is equally important. As can be seen from the Starbucks example, the country hosts mobile-first platforms (e.g., Douyin, Kuaishou, and Taobao) that allow users to watch a product demonstration and complete a purchase without leaving the app.<\/p>\n
Additionally, the country is known for fast logistics networks that ensure next-day or same-day delivery in major cities. This speed complements the instant nature of livestream shopping, making influencer-driven sales even more effective.<\/p>\n
Rather than superior technology, MCNs succeed in China because livestreams have become a normal way to shop online\u2014and this is leveraged by bridging brands to trusted online voices.<\/p>\n
<\/p>\n
The Global Implication: What Businesses Can Learn from MCNs<\/h2>\n
International brands can learn from MCNs’ deep understanding of China’s content platforms and the key players who operate within them. They thrive by using this understanding to connect the right creators with the right opportunities, becoming essential facilitators in the process.<\/p>\n
The Chinese MCN model highlights the importance of understanding the country\u2019s broader digital marketplace. To really grasp this, it helps to look at the whole ecosystem behind MCNs\u2014and what businesses can learn from China’s e-commerce industry<\/a>.<\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"
Open any Chinese shopping app, and you’ll notice something different: influencers selling everything from skincare to real estate through livestreams. Behind this shift are MCNs (Multi-Channel Networks)\u2014the operational backbone supporting China’s top influencers and livestreamers. Through connecting brands with influential online figures, these agencies coordinate marketing campaigns that boost awareness and sales. If you’re familiar […]<\/p>\n","protected":false},"author":10,"featured_media":91043,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"\r\n
t<\/p>\r\n","_et_gb_content_width":"","footnotes":""},"categories":[10],"tags":[],"class_list":["post-90951","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business"],"_links":{"self":[{"href":"https:\/\/gl-open.com\/wp-json\/wp\/v2\/posts\/90951","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gl-open.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gl-open.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gl-open.com\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/gl-open.com\/wp-json\/wp\/v2\/comments?post=90951"}],"version-history":[{"count":5,"href":"https:\/\/gl-open.com\/wp-json\/wp\/v2\/posts\/90951\/revisions"}],"predecessor-version":[{"id":93148,"href":"https:\/\/gl-open.com\/wp-json\/wp\/v2\/posts\/90951\/revisions\/93148"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/gl-open.com\/wp-json\/wp\/v2\/media\/91043"}],"wp:attachment":[{"href":"https:\/\/gl-open.com\/wp-json\/wp\/v2\/media?parent=90951"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gl-open.com\/wp-json\/wp\/v2\/categories?post=90951"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gl-open.com\/wp-json\/wp\/v2\/tags?post=90951"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
![\"Behind](\"https:\/\/gl-open.com\/wp-content\/uploads\/2025\/09\/female-livestreamer-makeup-sales-1024x683.webp\")
<\/p>\n![\"China\u2019s](\"https:\/\/gl-open.com\/wp-content\/uploads\/2025\/09\/china-mcn-market-statistics-highlights.webp\")
<\/p>\n