Influencers may only dominate fashion and beauty sectors in western markets but in Asia, and particularly in China, social media stars can make or break a brand.

In China, influencers - or key opinion leaders (KOLs) as they are often referred to - have the respect of the masses, with thousands tuning in daily to learn about the latest organic cleaning detergent or the newest wine out of New Zealand on a number of platforms such as Weibo, WeChat and Tmall.

There's no denying the internet and social channels dominate Asian markets and millennials, so much so that traditional bricks