Have you ever wondered who holds the reins in the realm of luxury bag trends in China? Meet Liang Tao, more famously known as Mr. Bags. Garnering over 7 million followers on social media, Mr. Bags is the connoisseur, the critic, the influencer who has the luxury bag industry leaning towards his every word. Mr Bags is the most famous KOL in China in 2023.
His collaborations with prestigious brands such as Louis Vuitton, Hermès, and Chanel are testaments to his unparalleled influence in this high-end niche.
Here is everything you need to know about him.
The Rise of Mr. Bags as KOL
Liang Tao, famously known as Mr. Bags, is a big name in China’s luxury bag industry. His quick rise to fame and recognition around the world are due to key achievements.
In late 2016, Mr. Bags gained international attention by interviewing supermodels at the Victoria’s Secret fashion show. This opportunity showcased his unique style and deep knowledge of the industry. In 2017, he was named the third most influential Chinese star and blogger by BNP Paribas. This highlighted his growing influence.
In the same year, he teamed up with Givenchy, an LVMH brand, to launch a special Valentine’s Day bag.
Mr. Bags worked with top brands like Tod’s, Burberry, and Fendi throughout 2017. These luxury partnerships helped him become a leading figure in China’s luxury bag market.
The Influence of Mr. Bags in China
Mr. Bags has a massive following of over 6.68 million people on Weibo, showing his huge influence. Each of his posts gets over half a million views, which shows how much his followers trust his advice.
He’s also popular on other platforms like WeChat, Xiaohongshu, and Douyin, with 844k on RED and 268k fans on Douyin. On these platforms, Mr. Bags shares his knowledge about luxury bags, teaching his followers about their unique features and the latest trends.
But he’s not just about bags. He also shares details about his life and work, including business trips and partnerships with luxury bag brands. This personal touch makes him seem more real to his followers and helps him connect with them.
His collaborations with big-name luxury brands like Louis Vuitton, Hermès, Chanel, and Gucci, further show his powerful influence in the industry.
Unpacking the Success of the Chinese Luxury KOL
What sets Mr. Bags apart in the crowded world of influencers?
A significant part of his success lies in his unique approach to branding and his dedication to expertise.
The nickname “Mr. Bags” is itself a stroke of branding genius. Unlike other influencers who choose playful or irreverent names, Mr. Bags signals professionalism, authority, and a strong focus on luxury bags. It’s a name that resonates with both his audience and the Luxury brands he collaborates with.
His commitment to expertise is equally impressive. He doesn’t just promote bags; he educates his followers about them. He goes deep into the details, pointing out differences and unique features, even teaching his audience how to appreciate the character of each bag. This educational approach boosts his credibility and keeps his followers coming back for more.
Another significant aspect of his success is his strict policy against “Daigou”, as his own word marked as a signature on each social media: “I only recommend, but not doing any Daigou”. This decision further enhances his image as an authority on luxury bags rather than a simple reseller.
What is a Daigou? A Daigou is kind of a “personal shopper” in China, but more accurately an individual who will purchase products to resell them to his or her community. In the luxury field, daigou are often travelling abroad to purchase luxury items at the best price to resell them in China. This practice is at the origin of the luxury grey market.
Finally, his openness about his work and personal life helps to humanize him. He shares his business trips, collaborations, and other behind-the-scenes glimpses, making his followers feel like they’re part of his journey.
All of these factors combine to create an image that is both approachable and authoritative, making Mr. Bags a standout success in the world of luxury goods influencers.
Case Study: Mr. Bags Successful Collaborations
Let’s take a look at some of the most remarkable collaborations of Mr. Bags over the years. While these are only a handful of his many partnerships, they showcase his growing influence and the success of these campaigns:
- 2018: Partnering with Givenchy, Mr. Bags launched a Valentine’s Day special edition GV3 bag. Limited to 168 pieces, each with a “Limited Edition” brass plaque and a bonus “Cupid’s Arrow” charm, this collaboration was a massive success.
- 2019: The next year saw Mr. Bags collaborating with Chloe to introduce the Aby Lock handbag during the Qixi Festival (Chinese Valentine’s Day). With a global limit of 199 pieces, it was the first-ever global launch of the Aby Lock handbag. This partnership solidified his influential status in the luxury industry.
- 2020: This year was especially prolific for Mr. Bags. Among the brands he collaborated with were Qeelin, TOD’S, Montblanc, and Burberry. His partnership with Burberry led to the creation of a mini Pocket bag. This special edition, limited to only 100 pieces worldwide, was exclusively sold on Mr. Bags’ WeChat mini-program “BAOSHOP”. All bags sold out within a minute of launch, marking another successful campaign.
- 2023: Mr Bags partner again with the Chinese jewelry brand Qeelin to launch a limited edition that was sold out in a couple of hours. This new collaborations showed his influence and notoriety beyond bags.
These partnerships, although just a part of his most notable collaborations, highlight Mr. Bags’ substantial influence and his unique ability to consistently deliver successful luxury bag campaigns.
The Power of Influencers in the Luxury Market
In today’s digital era, influencer marketing holds significant sway, particularly within the luxury market. Key opinion leaders (KOLs) like Mr. Bags harness this power, effectively shaping consumer interactions with high-end brands. His insightful reviews, exclusive sneak peeks, and personal fashion tips resonate with his vast follower base, who value his reliable expertise in luxury bags.
Consequently, Mr. Bags’ endorsements often translate into swift sales, demonstrating the profound impact of influencer marketing on consumer purchasing behaviors. This influence extends beyond just the Chinese market, reaching international audiences and solidifying his role as a global trendsetter.
With the ever-changing landscape of influencer marketing, having a knowledgeable partner is essential.
At ECHO, we take pride in our deep understanding of the market and our ability to tailor effective strategies for each unique brand. We believe in the power of connections and are here to help you establish meaningful relationships with influencers like Mr. Bags. Don’t miss out on the opportunity to make your brand resonate in the Chinese luxury market and beyond.
Contact us for a consultation and start your influencer marketing journey in China.