China’s growing army of online influencers are gaining ever more sway over its consumer sector — and attracting Beijing’s attention in the process. Influencers, also known as Key Opinion Leaders (KOLs) in China, help to sell products directly to consumers who watch their content on social media and live stream apps such as Douyin, Taobao, and Xiaohongshu. Promoting products from cleaning sponges to Dior handbags, KOLs have quickly come to dominate retail marketing. The KOL industry is d