The Way KOLs Effect Brand Marketing In China?

Nowadays, the dividend of mobile Internet is gradually fading, the press channels are continually changing. The traffic has gradually turn into a major marketing focus. Inside the era of internet marketing, brand marketing has evolved from “mass advertising” to “targeted marketing”. Brand marketing has turned into a key hyperlink to enhance communication.

KOL’s full name is vital Opinion Leader, that is derived from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are viewed as individuals or organizations familiar with the media and with more knowledge in specific fields, that can better explain and conduct communication together with the users. These are someone who will be more often subjected to new knowledge or activities. Because of the professional knowledge, they are able to gain the trust of relevant groups, in an attempt to exert their influence of this type.

KOL marketing is usually to connect and communicate with its brands and items through individuals who have influence in specific fields. If it is useful, these kinds of marketing brings credibility towards the promotion plan, enhance brand attributes, and have prospective customers. KOL marketing is undoubtedly a relatively new marketing technique, which plays an important role in the coverage and influence of social websites. In China’s Internet industry, the category of Li Jiaqi will really appear when it comes to KOL, which pulls essentially the most attention. He’s known as “Mr. lipstick”. Around the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold more than 10,000 Lipsticks in a few moments. In five hours of live stream broadcast, he attracted 332 million users to observe his live streaming.

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