Fashion influencer and stylist Fil Xiaobai is next welcomed into the Jing Daily community of individuals shaping China’s burgeoning luxury industry. From creatives and influencers to business executives and entrepreneurs, these profiles spotlight industry leaders who are contributing to the national and international fashion community.

“There are a lot of fashion KOLs, but not Phil.” From the perspective of others, the self-introduction may seem arrogant. But for Phil Xiaobai, a Chinese millennial influencer with more than a decade of experience, it was born out of confidence.

Fil Xiaobai boasts over 7 million followers across major social media platforms.Photo: Weibo

In 2011, Phil just A student majoring in English translation at Chengdu Foreign Language School. She could not have imagined that she loved fashion and participated in the Street Her Style Photo Contest hosted by Hainan TV. top fashion Promote her to become one of the country’s top KOLs.

“I was very serious about this [referring to the contest]I didn’t want to wear those famous luxury brands at conventions. Instead, I preferred to find niche brands that expressed my fashion ideas. That’s probably the biggest reason why we won. I always know what to wear,” recalls Phil.

With her bold and decisive style choices, Phil won the competition and was invited to travel abroad for Fashion Week. With netizens questioning her credentials and the negative comments piling up, she quickly agreed to go into the business of fashion. To secure her position in the industry, she must gain public recognition.

So the Chengdu native worked hard to establish her name and soon found fame by working as a stylist in a fashion reality program. i am a super modelThis along with her role in the Idol Contest Program Produce 101laid the foundation for a career as a celebrity stylist.

But now Fil considers himself more of a fashion KOL than anything else. Since launching her Weibo account in 2011, she has branched out into streaming her live, engaging with her followers, sharing product suggestions and purchases from overseas boutiques. She has also shot for brands such as Chanel, Louis Vuitton and Gucci, growing an impressive portfolio of lavish clients.

Phil Xiao Bai appeared at a Chanel event earlier this month.Photo: Xiaohongshu

Dubbed a “first-generation KOL,” Fil has struggled to stay on top. At a time when his creators were struggling with burnout or hesitant to join new platforms, Fil sat down and embraced new trends.she Consistent high-quality content on various platforms such as Douyin, Xiaohongshu, Bilibili, etc. to raise awareness, 7 million followers.

As fashion influencers continue to play a key role in shaping trends and promoting luxury brands, still daily report We spoke with Phil to better understand the opportunities and obstacles in the industry.

How would you describe your profession as a stylist? What is the difference between being a fashion KOL?

You have high emotional intelligence, good taste, and the ability to work hard. The barriers to becoming a stylist are high, especially trend-leading stylists and talents need a lot of experience. In contrast, her KOL threshold for fashion is relatively low. Even her VIPs from many luxury brands have come to share their outfits on her social media channels, which look no different from her fashion bloggers.

To excel as a fashion KOL, you must be recognizable and have additional professions and skills. For example, I am a stylist and also his KOL in fashion. the two complement each other.

Phil Xiaobai is known for his street style.Photo: Xiaohongshu

What obstacles do modern stylists face?

nevertheless Today stylists are invited to participate in many programs, but many do not offer enough creative freedom. For example, on a show, virtually anyone can comment on a stylist’s look. This can make the task very difficult, and too many opinions can stifle talent ideas.

in recent years, I’ve seen that online comments aren’t always stylist friendly. Many celebrity fans aren’t objective enough to comment on their outfits, which is why I see so many extreme compliments and criticisms. The industry is expanding rapidly, but the challenge is figuring out how to keep moving forward.

What do you think about the KOL industry in China?

I think the most developed time for this business was between 2016 and 2021 when the industry as a whole was thriving. As more and more individuals flock to the KOL track to seize this opportunity, it becomes more difficult for him to stand out. Young people who want to become influencers should first get a job with a stable income and then try it as a hobby.This way they don’t have to Instead of competing for the attention of the public, you can focus on producing quality content that increases your market value.

What do you think about e-commerce live streaming? Why not consider joining?

In fact, few fashion KOLs want to sell their wares via live streaming because it is difficult to explicitly ask viewers to order like other sellers in a live streaming room. I don’t think this activity is very consistent with our identity. Instead, I can use my expertise to help sellers by providing helpful styling suggestions. I understand that people are jumping on this trend, but I believe KOLs need to think clearly about where they want to go, not just go with the flow. It’s easy to lose sight of yourself.

Has there been a dramatic change in China’s fashion KOL industry since COVID-19?

After the pandemic, many KOLs focused on the domestic market. The domestic market is very large, and it must be said that today’s young people were born in good times. If you do your best with content, you can become a star.

After talking to many foreign bloggers, I realized that the Chinese market is far superior to the global market. Foreign KOLs will need to compete with KOLs around the world and have to update frequently, so they will need more advanced capabilities. A little carelessness can drop you out of this cutthroat competition. Unfortunately, there are many people in China who are not able to take advantage of this environment.

What kind of KOLs do brands want to work with?

First, KOLs should be free of scandals. This is a big concern for many brands as they hope their collaboration will get positive feedback. KOL sales ability is also an important criterion. It all comes down to being able to produce content that captivates your audience and persuades them to pay for the product you recommend.

Now, as fashion brand collaborations expand, influencers from all walks of life have the opportunity to work with gorgeous names, including athletes and artists. Ultimately, it’s all about content quality.

This interview has been condensed and edited for clarity.