Information On How KOLs Effect Brand Marketing In China?

Nowadays, the dividend of mobile Internet is gradually fading, the press channels are constantly changing. The traffic has gradually become a major marketing focus. From the era of online marketing, brand marketing has changed from “mass advertising” to “targeted marketing”. Brand marketing has developed into a key url to enhance communication.

KOL’s owner’s name is the vital thing Opinion Leader, that is based on Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are viewed as individuals or organizations acquainted with the media with more knowledge in specific fields, who are able to better explain and conduct communication with the users. They are someone that are more regularly encountered with new knowledge or activities. Because of their professional knowledge, they’re able to gain the trust of relevant groups, so as to exert their influence in this field.

KOL marketing is usually to connect and interact with its brands and merchandise through people who have influence in specific fields. When it is useful, these kinds of marketing can bring credibility to the promotion plan, enhance brand attributes, and get potential prospects. KOL marketing is considered a relatively new marketing method, which plays a vital role from the coverage and influence of social media. In China’s Internet industry, the category of Li Jiaqi will truly appear in terms of KOL, which attracts probably the most attention. He could be generally known as “Mr. lipstick”. For the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold more than 10,000 Lipsticks in a few minutes. In five hours of live stream broadcast, he attracted 332 million users to look at his live streaming.

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