Your China Product Marketing Lifecycle Needs Influencers
Chinese consumers are now more discerning than ever before as they leverage their social media networks and turn to their favorite influencers to make informed purchasing decisions. To discover, develop, and deliver products customers can't live without, brands in China need to look to influencers to support the product marketing lifecycle. But even if a product seems relevant, brands shouldn’t
How to Design a Product Launch Party that Influencers Want to Attend
Whether you’re located in China or the West, you’ve probably heard of influencers attending some brand's product launch party. Around the world, holding a product launch party has become a quintessential way for brands to personally engage with influencers. With numerous companies vying for the attention of influencers, these events can foster personal bonds between them and brands. Over time, they might even
#1 Overlooked Tactic in KOL Management: Replying to Comments
A lot of work goes into KOL management, and because of that, brands and KOLs often experience a little boost of adrenaline when they scroll down to the end of a post and see that magic number. Whew, 10K views! The post about our newest handbag collection made thousands of impressions among our followers! But, there’s a trove of information
3 Things I’ve Learned Building a Xiaohongshu KOL Account
One reason I understand Chinese social media platforms as well as I do is that I’m not just an observer. I'm currently in the process of building my own Xiaohongshu KOL account. When a platform becomes interesting to me, I open an account, start sharing content and attempt to grow an audience. I also engage with other users and influential
Micro KOL Marketing in China: What Brands Need to Know
When the words “KOL marketing in China” are mentioned, what pops into people’s minds are KOLs with millions of followers and campaigns with extremely high budgets. Yet, in reality, micro KOL marketing in China is just as popular and can be just as effective. As their name implies, micro KOLs typically have a smaller following. In western countries, a micro
How to get Influencers to Repost Your Brand-created Content for Free
Influencer marketing is expensive in China and the prices are only going up. Even the biggest brands are looking for ways to get influencers to repost their content for free. No, don’t misinterpret this to mean influencers should work for free. Brands should acknowledge influencers’ value and compensate them fairly. That being said, influencers are always in need of good
