Influencer Marketing: Beyond The Hype China’s influencer marketing industry is three to five years ahead of the rest of the world. The advanced functionality and integration of social media, e-commerce, and digital payment in China have enabled business models that are yet to be explored in other countries. However, global
"Private traffic" is one of the biggest buzzwords in Chinese marketing right now, and figuring out how brands can apply it could make all the difference in 2020. By understanding what exactly this esoteric concept refers to, who is using it and how it works, brands can start winning the
【KOL Diaries】 Here you can see how bloggers work, learn about their lives away from social media platforms and even gain insight into their private spaces. Behind those viral videos and stylish photos, what are they really like? Are they as glamorous, fun and free in their personal lives as they are on social
If you live in China or spend a lot of time there, you’ll have noticed the increasing prominence of male beauty products. You might have seen ad campaigns featuring male models wearing concealer or eyeliner, or young male commuters wearing full makeup on the metro. This barely scratches the surface
The recent controversy over a case of an alleged KOL and a multi-channel network (MCN) agency manipulating account data has caused a stir in marketing circles. The MCN agency helped the entrepreneur get a verified “Big V” influencer account with over 3 million followers, and the KOL's campaign video received
With 2020 rapidly drawing to a close, brands and marketers should be looking ahead to 2021 and formulating plans for getting ahead of the curve. Here are ten KOL marketing trends we’re keeping tabs on in China for the coming year. 1. Influencer marketing will be more popular—and more effective
TheINSIDER KOL Marketing Magazine contains featured articles from some of the top KOLs in China and includes more than 250 China influencer profiles across fashion, beauty, luxury, fitness, travel, child & parent, F&B and foreigners. The Luxury Influencer Catalogue contains articles from 20 influencers in the industry. A luxury label with niche
The KOL darling Xiaohongshu is not the only review platform that's drawing influencers in droves and worthy of KOL marketers' attention. Meituan-Dianping is a “super app” widely known for its ecosystem of food delivery services, ride-hailing, cinema ticket reservations, and more, but it's also responsible for helping restaurants, shops, and travel
PARKLU new series 【KOL DIARIES】 Here you can see how bloggers work, learn about their lives away from social media platforms and even gain insight into their private spaces. Behind those viral videos and stylish photos, what are they really like? Are they as glamorous, fun and free in their
According to research carried out last year by Kantar Group, China's Generation Z will account for 40 per-cent of all Chinese consumers by 2020. This cohort is likely to be the most free-spending, savvy generation of consumers that China has ever seen, and that makes them an enticing prospect for