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. Inside the era of internet marketing, brand marketing has evolved from “mass advertising” to “targeted marketing”. Brand marketing has developed into a key url to enhance communication.
KOL’s name is Key Opinion Leader, that is produced from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are considered as individuals or organizations informed about the press and with more knowledge in specific fields, who are able to better explain and conduct communication together with the users. They may be a group of people who will be more frequently subjected to new knowledge or activities. Because of their professional knowledge, they could gain the trust of relevant groups, in an attempt to exert their influence in this area.
KOL marketing is usually to connect and communicate with its brands and merchandise through people who have influence in specific fields. Whether it is successful, this kind of marketing brings credibility on the promotion plan, enhance brand attributes, and obtain customers. KOL marketing is certainly a somewhat new marketing method, which plays a huge role in the coverage and influence of social networking. In China’s Internet industry, the Li Jiaqi will certainly appear with regards to KOL, which pulls probably the most attention. He or she is known as “Mr. lipstick”. About the first day of Taobao’s Double 11 shopping carnival in 2019, he sold over 10,000 Lipsticks in 5 minutes. In five hours of live stream broadcast, he attracted 332 million users to look at his live streaming.
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