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

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

KOL marketing is always to connect and talk with its brands and products through people who have influence in specific fields. Whether or not this is useful, this sort of marketing can bring credibility towards the promotion plan, enhance brand attributes, and acquire potential customers. KOL marketing is regarded as a somewhat new marketing method, which plays a huge role within the coverage and influence of social websites. In China’s Internet industry, the Li Jiaqi will really appear in terms of KOL, which pulls probably the most attention. He’s known as “Mr. lipstick”. About the first day of Taobao’s Double 11 shopping carnival in 2019, he sold more than 10,000 Lipsticks in 5 minutes. In five hours of live stream broadcast, he attracted 332 million users to observe his live streaming.

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