KOL MARKETING STRATEGIES OF THAI BEAUTY BRANDS IN THE CHINESE MARKET: TAKING MISTINE AS AN EXAMPLE

Abstract

This research explores the creative Key Opinion Leader marketing strategies employed by Thai beauty brands, with a specific focus on Mistine’s successful penetration of the Chinese market. This study employed a mixed-methods approach combining a survey of 423 Chinese female consumers and content analysis of promotional materials from 2020 to 2024. Key findings reveal that trust in micro-influencers is the strongest predictor of brand awareness (β = .824, p < .001), while consumer engagement is the most direct driver of purchase intention (β = .460, p < .001). Economic factors, particularly targeting budget-conscious consumers, proved to be a key segmentation variable. All challenges and opportunities converged on the single core dimension of “Perceived Authenticity.” The “Mistine Model” provides a replicable strategic framework for international beauty brands seeking to navigate China’s complex digital ecosystem through authentic KOL collaborations. This study contributes to the understanding of innovation in digital marketing and cross-border entrepreneurship.