Ruijie Zhang

Ruijie Zhang

Oct. 30, 2026

Influencer marketing, Social media marketing, Chinese brands, SWOT analysis, Xiaomi, Geely Group, Brand internationalization.

Due to the rapid growth of social media, influencer marketing has become an essential channel for Chinese brands. This paper defines influencers and influencer marketing and introduces the SWOT analytical framework. Using Xiaomi and Geely as case studies, the paper analyzes their influencer marketing practices and internal and external industrial conditions via SWOT. The study shows that influencer marketing allows domestic enterprises to precisely target and engage users and globalize their brand. However, it also involves risks, such as unreliable influencer credibility. The study concludes that Chinese brands must leverage their industrial strengths, seize global market opportunities, mitigate operational weaknesses, and avoid marketing risks to achieve steady brand development.

© 2026, the Authors. Published by ISCCAC

This is an open access article distributed under the CC BY-NC license