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How Guochao is Bringing Pride to Chinese Consumer Culture

The rise of Guochao (国潮) is one of the major influences shaping Chinese consumer culture today, and it’s a phenomenon that shows no signs of abating in the near future. International brands and domestic brands alike can learn a lot from understanding why Guochao has captured the imagination of Chinese

China 2021 KOL Marketing Event Calendar

The new year is coming rapidly into view, and for marketers, there’s no time to pause to reflect on the canceled events, improvisations, and pivots to digital that defined this year, dominated as it has been by the COVID-19 pandemic. One of the biggest takeaways from the pandemic has been

Double 11 2020: What Brands and Marketers Need to Know

Alibaba’s Double 11 2020 events racked up a record-breaking RMB 498 billion  in sales this year, almost doubling last year’s total. KOLs and celebrity influencers played a key role in driving sales to those new heights, with brands spending more than ever on partnerships. The main reason this year’s sales

2021 KOL Marketing in China: 4 Industry Predictions

With the finishing line in sight for 2020, brands are preparing for a new year and trying to forecast what the 2021 KOL marketing in China landscape will look like. Of course, COVID-19 made this year unlike any other, but some of the fallout from the pandemic merely reflected an

China Influencer Campaign Case Study: Proya’s Bubble Mask

Proya’s Bubble Mask has epitomized the potential of social media marketing and social commerce in a way few other products have in recent years. The quirky mask’s runaway success is an outstanding example of how brands can deploy a multi-pronged marketing strategy to create incredible demand for a new product,

The Health of China’s KOL Industry After COVID-19

What does the future hold for China's KOL industry after COVID-19? Influencer marketing has been one of the defining success stories of the past decade in marketing around the world. In China alone, one 2018 report placed the value of the KOL marketing industry at over RMB 100 billion, and

China’s Video Platforms Are in a Battle for KOLs’ Content

You could be forgiven for assuming that an audience of 1.4 billion would divide up nicely between China's short video platforms, giving everyone sufficiently healthy audience figures to put in front of advertisers and keep business growing. But, of course, that’s not how it works in practice. Every tech company

Are Virtual KOLs the Next Big Trend in China?

As AR and AI become increasingly sophisticated, there’s growing interest in the Chinese marketing world—and everywhere else—in the potential of virtual avatars. We’re moving rapidly towards a world where virtual spokespersons—whether official mascots or ambassadors, or virtual KOLs — can be just as articulate, compelling, and, most importantly, influential an

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