Top KOL Paves the Way for Niche Brands’ “First Stop in China”

The emerging social platform RED (Xiaohongshu), with 600 million daily searches, has risen as the most popular “super traffic gateway” among Chinese youth. As globalization accelerates, it topped the download charts for social apps in the U.S., Canada, and the UK in January 2025 and ranked among the top 10 lifestyle apps in Southeast Asia, including Japan and South Korea, becoming a bridge connecting Chinese and global consumers.

From Overseas Chinese Incubation to Brand Pioneer: Top KOL Zhang Meng Opens the First Stop for Niche Brands Entering China

Zhang Meng, a Harvard Business School alumna, leveraged her cross-cultural expertise and business acumen to seize this opportunity. Since 2023, she has focused on operating her RED (Xiaohongshu) account, rapidly evolving from an emerging influencer to a top KOL.Her efforts have successfully helped numerous overseas niche brands enter and thrive in the Chinese market.

With 12 years of entrepreneurial experience and multiple startups under her belt, Zhang Meng excels at identifying differences between Chinese and international consumer markets. She swiftly adapts brand positioning and capitalizes on audience engagement,making her a key facilitator for overseas brands entering China. Recognized for her outstanding performance and industry influence, Zhang Meng was named one of RED (Xiaohongshu)’s “Top 100 KOLs of 2024” and ranked among the top 10 live-streaming hosts during China’s 618 Shopping Festival. She is the trusted “First Stop in China” for niche global brands.

Under her guidance, brands from dozens of countries have successfully penetrated the Chinese market, including:

Canada: Probaclac, Organika, LOEON, Flora

USA: Nutrafol, Nature’s Answer, Orgain, Multipure, Micro Ingredients

Spain: Bechi, Eladiet, Plameca

UK: Templespa, Optibac

Germany: Stada

Austria: Tomorrowlabs

France: LYSEDIA, D-Lab, Olioseptil, IOMA

Portugal: Amalia Home Collection

Japan: Bmark

Singapore: Fibro

New Zealand: Mitoq, Phatma

Australia: Unichi, Inner Health

Italy: ZUCCARI

Finland: Hyllers

Zhang Meng helps brands transcend geographical and cultural barriers. For overseas brands unfamiliar with the Chinese market, she builds bridges to local consumers by aligning product values with Chinese consumer preferences. She pioneered a unique “Knowledge-Based KOL” model, combining product introductions, educational content, and lifestyle storytelling. As she advocates, “Live-streaming commerce isn’t just a sales channel—it’s a content-centric approach that builds emotional connections and elevates brand value that fosters emotional connections and elevates brand value.” This long-term vision has made her a benchmark figure on RED (Xiaohongshu), where she consistently ranks as the leading cross-border KOL on the platform.

Empowering Overseas Chinese IPs to Monetize Their Influence

After achieving success as a top KOL, Zhang Meng—a veteran in the education and training industry—systematized her journey from novice to expert. She developed a step-by-step framework for building personal IPs from scratch, mentoring individuals across niches. Her trainees include not only domestic creators but also overseas Chinese professionals, such as:

International finance experts

Cross-cultural couples offering language training

High-net-worth consultants for overseas real estate

Study-abroad advisors

Expat moms sharing local life hacks

By merging their knowledge, skills, and unique experiences with market demand, Zhang Meng transforms these individuals into distinctive social media influencers. Under her guidance, they master RED (Xiaohongshu) live-streaming and ad monetization, achieving both financial gains and brand growth.

Bridging Global Business Exchange

Zhang Meng’s entrepreneurial journey began in college when she attended the APEC CEO Summit, marking her debut on the international stage. Her insights into youth trends and startup ecosystems led to meetings with 30+ global leaders, including former UK Prime Minister David Cameron and former U.S. Secretary of State Hillary Clinton. She facilitated Sino-global business dialogue, fostering cross-cultural understanding.

Her global expeditions took her to brand origins and supply chain hubs. In 2015, she joined the China-France Young Leaders Forum, fostering collaboration between entrepreneurs from both nations. She has also spoken at elite forums like the Boao Forum for Asia, Davos World Economic Forum, and G20 Summit, earning titles such as:

“Global Young Leader” (Boao Forum)

“Asia’s Rising Pioneer” (Tatler Magazine)

“Global Shaper” (World Economic Forum)

The 300 Million-Person Miracle: From Time Management to Startup Mentorship

A serial entrepreneur, Zhang Meng designs practical courses on innovation and business, covering fundamentals, personal growth, and operational strategies. Her programs have empowered 15 million Chinese youth to start their ventures. She champions early rising, reading, and efficiency, sparking the viral hashtag #RiseWithMengJie# (3.4 billion views on Weibo).

Her books, including the bestseller *The Efficiency Manual* (over 1 million copies sold), distill her methods for time management, productivity, and self-improvement. Recognized as a Youth Entrepreneurship Mentor by China’s Ministry of Human Resources and a lecturer at Peking University, HKU, and Beijing Normal University, she blends theory with real-world practice.

Her contributions have earned her national honors like:

National March 8th Red-Banner Holder (top accolade for Chinese women)

Beijing Model Worker

Beijing May 4th Youth Medal

From Boxing Ring to Boardroom: The Multifaceted “Iron Meng”

In China’s fast-evolving business landscape, Zhang Meng has repeatedly pivoted successfully—from brick-and-mortar chains to knowledge-based paid content and live-streaming economies. Her adaptability mirrors her cross-domain grit as a professional boxer. In 2023, she made history as China’s first female crossover athlete in the WBA Asia Championship, ranking #1 in China and #61 globally (BoxRec). Dubbed “Iron Meng,” she embodies the ethos: “Life knows no limits—excel to achieve greatness.”

In 2025, Zhang Meng returned from Harvard Business School armed with cutting-edge strategies, ready to redefine how global brands connect with China. Her story inspires a new generation of leaders to drive cultural and commercial synergy worldwide.

United Kingdom, 25th Jun 2025, – Acclaimed author Peter Massam returns with Letters from Gilgil 3, the final and most introspective volume in his celebrated travel memoir trilogy. Recently honored with the BREW Seal of Excellence and the Book World Front Award, this conclusion is already being hailed as a “literary landmark in ecological and cultural nonfiction.”

“If volume one was the warm-up, and volume two the crescendo, this final entry is the exhale,” writes The Chrysalis BREW Project. “A symphony played not on instruments, but on altitude, resilience, and the red volcanic soil of Kenya’s hidden roads.”

Structured around letters written during a teaching placement in 1980s Kenya, Letters from Gilgil 3 recounts Massam’s most ambitious journeys: a starlit climb up Mount Kenya to witness Halley’s Comet; a trek into Turkana’s lava fields; a final, slow safari through lands on the cusp of change. 

Massam combines evocative storytelling with real science and anthropology. Readers will learn how obsidian shards tell geological stories, why fossilized Nile perch bones matter, and how tribal customs can teach resilience and grace. 

“Massam doesn’t write to impress,” notes OneTribune Media. “He writes to preserve. And he invites us not to spectate, but to witness.”

“Each book in this trilogy is a compass,” states The Chrysalis BREW Project. “Together, they form a cartography of grace.”

Available Now

Letters from Gilgil 3 is available in print and digital formats through major booksellers. A collector’s edition of the full Letters from Gilgil trilogy, including restored slides and new author annotations, is planned for early 2026. 

About the Author

Peter Massam is a British author and educator whose works span poetry, technical writing, and narrative nonfiction. Known for his vivid yet modest prose, he is the author of the Cuz Collection, Learning Experience trilogy, and multiple award-winning books about travel, nature, and memory.

For more information about Peter Massam or to get a copy of his books, visit his Amazon author page.

Media Contact

Organization: Author of Letters from Gilgil 3

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Person: Peter Massam

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Email:

pwmassam@gmail.com

Country:United Kingdom

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