Online influencers have a billion-dollar industry behind them, but it wasn’t always this way. Now brands are asking if they can lock-down high-performing KOLs just for themselves. However, many brands forget that KOLs want to be treated like people, not commodities. The following article was originally published in theINSIDER 500 KOL Catalog.
While KOL marketing is a powerful tool, the glut of content on social media means sponsored posts tend to be a flash in the pan. Efforts are especially fleeting when brands haven’t developed a KOL strategy that extends to search engine optimization in China. SEO (Search Engine Optimization), SSO (Social
Identifying social media trends and tracking what's popular with KOLs and their followers is a big part of what we do at PARKLU. Our free Analytics tool can be used to track KOL mentions of keywords like "running" or the brands that are benefiting from the Chinese fitness craze. The
At PARKLU, we often have startups and new brands come to us with a China market entry strategy that neglects the KOL marketing challenges for unknown brands. They anticipate that KOLs will generate sales conversions and incredible ROI almost overnight. We totally understand where this is coming from: Marketers have
There are two main KOL marketing strategy plans used today. The first is “campaign-based” — a strategy that conceptualizes your KOL collaborations around short-term campaigns. These are limited by set time periods and specific goals, like promoting an event, sale, or product launch. The second is an “always-on” strategy, which
Brands who want to develop a successful, long-term strategy for KOL marketing in China will need three things: an effective tracking and management system, eager marketing staff, and the right budget. Here is how brands can find each one. 1. The system for KOL marketing in China Just as sales teams need a
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,
Chinese Millennials and Gen Z have been stealing the KOL marketing spotlight lately. Though it is true that the vast majority of KOLs are Millennials and Gen Z, it would be a mistake to assume that KOL marketing can't reach Chinese parents, adults, and seniors. While millennials contribute greatly to
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.
Over the past couple of years, China Influencer brands have emerged as 11.11 Singles Day sales powerhouses. But it was this year that they really proved themselves. For the first time in 11.11 Singles Day history, China Influencer brands broke into the top ten best-selling female fashion stores. By the