Influencer marketing, or KOL marketing, is a powerful tool for brands in China.
KOL are selected as per their follower count and previous rate of engagement. It has become a very professional Industry and therefore, there are specific KOL for each particular Product or service category. KOL has specific expert product knowledge and
KOL marketing is where a famous person almost having a celebrity-like fan following promotes a brand or specific functions of the product through their official page on social media like Wechat, TikTok, Xiaohongshu, Weibo, Bilibili. The recent trend is about Live-streaming where on popular shopping events like Singles Day, 12.12 etc, the fashion bloggers and Product category wise KOL help users to select best offers across the spectrum and help merchants to sell their large inventory in Minutes.
KOL marketing’s goal is to increase the brand awareness as well as Increase the target audience engagement with the brand.
KOL industry has become quite significant if you look at below stats -
https://www.scmp.com/tech/big-tech/article/3001599/how-chinas-kols-convert-fans-sales-creating-nearly-us9-billion
✔ More than 70 per cent of Chinese Gen Z consumers prefer buying products directly via social media
✔ In 2016, China’s KOL economy was valued at about 58 billion yuan (US$8.6 billion)