The Way KOLs Effect Brand Marketing In China?

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

KOL’s complete name is vital Opinion Leader, which can be based on Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are believed as individuals or organizations informed about the media sufficient reason for more knowledge in specific fields, who are able to better explain and conduct communication with the users. They’re a group of people who will be more regularly exposed to new knowledge or activities. Because of the professional knowledge, they can gain the trust of relevant groups, in an attempt to exert their influence in this subject.

KOL marketing is usually to connect and communicate with its brands and items through those who have influence in specific fields. Whether it works well, this kind of marketing may bring credibility towards the promotion plan, enhance brand attributes, and obtain potential customers. KOL marketing is certainly a rather new marketing method, which plays a huge role in the coverage and influence of social websites. In China’s Internet industry, the category of Li Jiaqi will surely appear in relation to KOL, which pulls probably the most attention. He’s known as “Mr. lipstick”. For the first day’s 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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