Home/Tag: KOL

Boys and Beauty: Male Beauty Influencers in China

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

E-Commerce Content Marketing: A 2020 China Trend

Weibo recently announced that its native live streaming platform, Yizhibo, will be rolling out Taobao integration. While the development is big news in its own right, it also underscores the momentum driving e-commerce content marketing and what is going to define media, marketing, and retail trends for China in 2020.

PR Crisis in China: Lessons from Influencer Marketing

The likes of Versace and Coach are just the latest brands to have sailed into choppy waters, thanks to the recent PR crisis in China that are the stuff of marketers’ nightmares. Generally, the coverage around these scandals has tended to focus on the specifics of what sparked the outrage,

4 Steps to Sponsoring Vloggers in China

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

Foreigner KOL Catalogue Featuring China’s Top Influencers

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 Foreigner KOL

The Ultimate KOL Marketing Preparation Checklist

China KOL marketing isn’t a good choice if your brand isn't ready. Symptoms of launching KOL campaigns in China before being prepared are dangerous: Unmet expectations Enormous disappointment A much lighter wallet Luckily, we’ve created a checklist to see if your brand should start KOL marketing in the world’s second-largest

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