A New Aim for Product Design: Creating KOC
Product design is an under-appreciated art. A beautiful box, an ergonomic interaction, or an overall pleasing product experience can transform a consumer’s perception of a brand. The new aim of product design is to convert passive or even ambivalent consumers into KOC (key opinion customers). On the contrary, packaging or products that are poorly conceived and thoughtlessly planned leave consumers underwhelmed,
The Importance of Building a Brand UGC Flywheel in China
Most marketing campaigns are missing a flywheel effect that adds the potential for unbounded returns. The flywheel effect we will talk about in this article is brand user-generated content (UGC) and its unbounded returns are compounding retention loops. Luckily for brand marketers, social media provides ample opportunity to leverage brand UGC and the compounding effect can be a natural outpouring of
Increase LTV and Lower CAC by Retaining Chinese Customers
When it comes to brand survival, a good quality product can certainly go a long way, but without loyal Chinese customers, it can only go so far. And unfortunately for brands, attracting loyal customers has never been more difficult, thanks to the ever-intensifying competition between companies with direct-to-consumer models and a seemingly unlimited array of social media and e-commerce platforms
KOL Diaries VOL.9 | @Lily: A week in the life of designer and KOL
Fashion designer and blogger @李玄 Lily (Li Xuan) shares in our 9th installment of KOL Diaries how she balances her schedule between work, play, and being a mother. Fashion Blogger | @李玄Lily Place: Shanghai Occupation: Fashion Designer&Blogger Platforms: Weibo, WeChat, Oasis, Xiaohongshu A graduate from the Department of Fashion Design at Donghua University, Lily likes to experience life as a
Experiential Marketing Mechanics: Turning Customers into KOC
Experiential marketing can and should impact every interaction a brand has with people. When properly practiced, experiential marketing can transform inert experiences into interactions that elicit action. Today, experiential marketing is largely restricted to offline events. This limited vision of the concept stifles serendipitous opportunities to trigger affinity and advocacy from customers. The primary goal of experiential marketing is to turn customers
Six Can’t Miss Chinese E-commerce Livestreaming Platforms
Chinese e-commerce livestreaming platforms are on fire. On the evening of April 1st, while Viya sold a rocket – yes, a space rocket – on a Taobao livestream, Smartisan CEO Luo Yonghao hosted his first livestream e-comerce sale on Douyin. Luo’s three-hour livestream racked up RMB 110 million in sales, with 900,000 orders. His livestream also generated more than RMB