Over the past year, we have frequently mentioned the emerging phenomenon of Chinese KOL brands — KOLs who turn the traditional sponsored-post model of KOL sales campaigns on their head by manufacturing and selling their own products specifically created for their audience. This model proved extremely effective last 11.11 Singles
2017 was a massive growth year for China influencer marketing campaigns. The industry matured, the quality of content rose, and influencer marketing has become mainstream. Influencers are slowly but surely gaining respect and being treated as professional content creators instead of just another distribution channel. Brands are giving influencers more
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
In last week’s post we discussed tips and tricks for branded live streams from a macro level. Today we want to go micro and look at specific features to look for when choosing a China live streaming KOL. We’ll also go over tactics the KOL can use during the live
You can’t deny Weibo and WeChat KOL marketing in China is red hot. For any brand hoping to succeed in China, KOLs are hands-down the best method out there. Yet many brands don't work with them because Weibo and WeChat KOL marketing costs are a total enigma. Brands can’t make heads or tails
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
If you’re paying for KOL media posts on Weibo to promote your brand, should you also pay an additional fee for Weibo advertising to promote their posts? While your first reaction is probably “No, why would I do that? Isn’t that what we’re hiring the KOL for?” the correct answer is a firm yes.
In his book Content Inc, Joe Pulizzi describes a visionary approach to making a business, one that’s becoming increasingly influential as KOL bloggers establish their own multi-million dollar companies. It entails building a marketing channel before selling products. This flips conventional business strategy on its head. The channel-first blueprint is extremely
10 things to watch out for when choosing a KOL to work with (and ways to tell if their fans are real!)
At PARKLU, we’re all about quality blogger and influencer collaborations, ones that really influence how people view your brand. With so many content creators out there and common occurrences of fake engagement, it can be challenging to know who is going to bring you a good return on investment. If