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. Inside the era of online marketing, brand marketing changed from “mass advertising” to “targeted marketing”. Brand marketing has changed into a key hyperlink to enhance communication.

KOL’s owner’s name is essential Opinion Leader, that is produced from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are thought as individuals or organizations knowledgeable about the media with more knowledge in specific fields, who is able to better explain and conduct communication together with the users. These are a group of people who will be more often confronted with new knowledge or activities. Because of the professional knowledge, they are able to gain the trust of relevant groups, to be able to exert their influence in this area.

KOL marketing is always to connect and connect to its brands and merchandise through people who have influence in specific fields. When it is successful, this sort of marketing will bring credibility for the promotion plan, enhance brand attributes, and have potential customers. KOL marketing is considered a comparatively new marketing technique, which plays an important role from the coverage and influence of social media. In China’s Internet industry, the Li Jiaqi will surely appear with regards to KOL, which pulls one of the most attention. He is called “Mr. lipstick”. For the first day of Taobao’s Double 11 shopping carnival in 2019, he sold more than 10,000 Lipsticks in five minutes. In five hours of live stream broadcast, he attracted 332 million users to view his live streaming.

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