The following are excerpts taken from the second edition of theINSIDER KOL Marketing Magazine. 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 Fashion Influencer
For most brands, approaching influencer marketing for the first time is a daunting task as there are so many influencer marketing scams used in China. Leveraging the power of influencers to reach and intended audience can be a minefield for inexperienced marketers, and getting it wrong is often costly in
Ask any beauty buff in the U.S., and they'll probably have heard of Glossier, a cosmetics brand that disrupted the beauty industry when it first came on the scene in 2014 as a direct-to-consumer player. Glossier's popularity is fuelled by the engagement and feedback of its millennial fanbase online, instead
It’s understandable that for some brands, the potential of KOL marketing in China is hard to grasp, or simply difficult to justify. Marketers like to measure ROI via reliable metrics like pays per click or direct conversions from an ad campaign. “That's not actually what KOLs are best at,” says
Vloggers in China has become so pervasive that even short-video platform Douyin extended video time limits to capitalise on the trend. According to a June 2018 report from China Internet Watch, Chinese adult consumers spend 58 minutes consuming online videos on mobile per day, while a 2019 study on digital in China from
Few can do business in China without hearing about guanxi, an integral aspect of Chinese culture when it comes to forging and maintaining relationships. Marketers should certainly approach the subject with curiosity by learning and observing the ways that guanxi feeds into consumer behavior. After all, the success of KOLs
China's KOL landscape can seem like an endless vortex of options. But, to really understand the KOL world means having a handle on a growing management phenomenon that essentially makes up its core: Multi-Channel Networks (MCNs). In the U.S., the MCN is synonymous with failure. Marketers might remember that the
Xiaohongshu (Little Red Book) is arguably one of the hottest platforms of 2019 and should be included in every brand's influencer marketing strategy. Not quite the cross-border e-commerce platform that many marketers predicted it would be, and not quite the review space once claimed by the likes of Dianping, Xiaohongshu
The content is great, the KOL is an effective communicator, and the brand has considered its target audience across multiple apps. But in China's current social media environment where platforms and KOL marketing rules are constantly evolving, these efforts alone, unfortunately, may not always cut it. It helps brands to
It was tough deciding which Chinese KOL marketing case studies we wanted to feature from 2018. In the end, we decided to highlight five brands which stood out for a variety of reasons, whether it was their willingness to experiment with new platforms and campaign mechanisms, their increasingly sophisticated understanding