KOL Marketing

/KOL Marketing

New Chinese Social Media Platforms’ Rules Raise KOL Marketing Costs

By | 2018-03-15T11:53:51+00:00 March 10th, 2018|China Social Networks, Douyin, KOL Marketing, Meipai, Weibo|

KOL marketing is hot in China, and it's only getting hotter. Local consultancy Analysys International projected that the China influencer economy will be worth over $15.5 billion this year. From frequently talked-about Weibo and WeChat KOLs, to those on other smaller Chinese social media platforms such as Meipai, RED, and Douyin,

Daigou: Real Influencers of China Cross-border E-commerce

By | 2017-12-01T17:29:14+00:00 November 30th, 2017|E-commerce, KOL Marketing|

Chinese consumers love them, brands hate them. But as much as brands hate daigou, can they survive without these influencers of China cross-border e-commerce? Recently, brands have attempted to sidestep daigou by selling directly to consumers. However they rapidly discovered that consumers’ loyalty often lay with these overseas purchasing agents.

Ruhan: Blogger Incubators Disrupt China’s Ecommerce Industry

By | 2018-03-15T12:40:18+00:00 September 14th, 2017|E-commerce, KOL Marketing|

There has been a lot of news lately about bloggers changing China’s e-commerce landscape. According to CBNData, a commercial data company affiliated with Alibaba, the "internet celebrity economy" was worth approximately 58bn yuan in 2016. Unlike Bloggers in the West who rely on the traditional sponsored post monetization model, many

China Video KOLs Favor Authenticity Over Production Quality

By | 2018-03-15T13:00:22+00:00 July 27th, 2017|KOL Marketing, Marketing Strategy|

In the West, viewers expect even minor influencers to produce high-quality videos. But with China video KOLs', lower production value often equals better results. Why? Because barebones content seems more authentic. For international brands who’ve worked with influencers in Western countries, this might take a little getting used to. Competition

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