Insights On How KOLs Effect Brand Marketing In China?

Nowadays, the dividend of mobile Internet is gradually fading, the media channels are constantly changing. The traffic has gradually be a major marketing focus. In the era of internet marketing, brand marketing changed from “mass advertising” to “targeted marketing”. Brand marketing has turned into a key link to enhance communication.

KOL’s owner’s name is essential Opinion Leader, that’s produced from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are viewed as individuals or organizations familiar with the media with more knowledge in specific fields, who can better explain and conduct communication with all the users. They may be a group of people that are more frequently subjected to new knowledge or activities. For their professional knowledge, they could gain the trust of relevant groups, in an attempt to exert their influence of this type.

KOL marketing would be to connect and interact with its brands and merchandise through individuals who have influence in specific fields. When it is successful, this sort of marketing brings credibility towards the promotion plan, enhance brand attributes, and have potential prospects. KOL marketing is certainly a relatively new marketing method, which plays a vital role in the coverage and influence of social media. In China’s Internet industry, the category of Li Jiaqi will surely appear in relation to KOL, which pulls one of the most attention. He is known as “Mr. lipstick”. About the first day of Taobao’s Double 11 shopping carnival in 2019, he sold a lot more than 10,000 Lipsticks in five minutes. In five hours of live stream broadcast, he attracted 332 million users to look at his live streaming.

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