Nowadays, the dividend of mobile Internet is gradually fading, the press channels are constantly changing. The traffic has gradually turned into a major marketing focus. In the era of internet marketing, brand marketing has evolved from “mass advertising” to “targeted marketing”. Brand marketing has developed into a key connect to enhance communication.
KOL’s name is vital Opinion Leader, which can be derived from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are considered as individuals or organizations acquainted with the press with more knowledge in specific fields, that can better explain and conduct communication with all the users. They may be someone that are more regularly subjected to new knowledge or activities. Because of the professional knowledge, they could gain the trust of relevant groups, to be able to exert their influence in this subject.
KOL marketing would be to connect and communicate with its brands and items through those who have influence in specific fields. When it is successful, this type of marketing brings credibility for the promotion plan, enhance brand attributes, and obtain customers. KOL marketing is undoubtedly a rather new marketing technique, which plays a huge role in the coverage and influence of social websites. In China’s Internet industry, the Li Jiaqi will surely appear with regards to KOL, which pulls essentially the most attention. He could be called “Mr. lipstick”. On the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold more than 10,000 Lipsticks in a few minutes. In five hours of live stream broadcast, he attracted 332 million users to view his live streaming.
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