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How can parenting brands leverage KOL in China?

Growth in e-commerce for parenting brands has slowed significantly in recent years. A 2019 report on the market for parenting and baby products showed just 8.6 percent year-on-year growth for 2019, which was half the figure for the previous year. Those disappointing results were just the latest in a downward

2021 KOL Marketing in China: 4 Industry Predictions

With the finishing line in sight for 2020, brands are preparing for a new year and trying to forecast what the 2021 KOL marketing in China landscape will look like. Of course, COVID-19 made this year unlike any other, but some of the fallout from the pandemic merely reflected an

The Health of China’s KOL Industry After COVID-19

What does the future hold for China's KOL industry after COVID-19? Influencer marketing has been one of the defining success stories of the past decade in marketing around the world. In China alone, one 2018 report placed the value of the KOL marketing industry at over RMB 100 billion, and

Case Studies: Brand Communication Amid the Coronavirus

For countless brands and influencers in China and around the world, any brand communication plans that were in the works prior to the coronavirus outbreak came to a grinding halt. With the economy at a standstill, consumers staying at home, and companies concerned for their employees' safety across their entire supply

Niche Influencer Categories on the Rise in China

There’s no doubt that people both in China and all around the world have been spending far more time at home than usual recently. Inevitably, that means people are spending more time with their phones. During this year’s Spring Festival celebrations in China, screentime was up by 26 percent compared with

How have KOLs & Brands Responded to Coronavirus?

China is gradually going back to work, but the impact of the Coronavirus (COVID-19) outbreak has left the country reeling. Throughout this sensitive period, KOLs and brands have had to adopt cautious strategies. Most importantly, marketers have had to be careful to use an appropriate tone. Anything that looked or

Why Does Influencer Marketing Work So Well With Chinese Consumers?

When marketers and brands come to China, they're often blown away by the record-breaking numbers that always seem to be in the headlines for influencer success stories. From live-streaming phenom Viya helping Kim Kardashian sell out of 15,000 KKW fragrances in just five minutes, to beauty influencer Li Jiaqi selling

Q&A: 10 Things to Know About Marketing with Xiaohongshu KOLs

Xiaohongshu (小红书), which literally translates as “little red book”,  has experienced a few twists and turns over the past year and Xiaohongshu marketing has been a hot topic. After the platform was pulled from Chinese app stores in July 2019, the effect was staggering—monthly active users fell from 93 million

Top Five KOL Marketing Case Studies of 2020

As the year ends, what results have you seen from KOL marketing in 2020? Have you had any breakthroughs? Any regrets? What have you learned from your experiences? What are the good KOL marketing case studies in 2020? A year passes quickly, so it's important to have a moment of

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