Key opinion leader: Difference between revisions
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KOL(Key Opinion Leaders) also known as " |
KOL(Key Opinion Leaders) also known as "influencers," are people or organizations who have more accurate product information and discourse power in their field. They are accepted or trusted by relevant groups and have a huge influence on the purchase behaviour of the groups<ref>{{Cite web|url=https://www.lianatech.com/news/liana-technologies-hints-and-tips/tip/key-opinion-leaders-who-are-they-and-why-do-they-matter.html|title=Key opinion leaders: who are they and why do they matter? {{!}} Liana Technologies|website=Liana Technologies|language=en|access-date=2018-03-11}}</ref>. Compared with [[celebrity|celebrities]], they have a close relationship with their audiences and share their thoughts about a product. Nowadays KOL has become a new marketing tool because of the rise of [[social media]]<ref>{{Cite web|url=http://www.parklu.com/kol-mini-influencer-marketing-agency/|title=The Life of a KOL: Running a Mini Influencer Marketing Agency {{!}} PARKLU|website=www.parklu.com|language=en-US|access-date=2018-03-13}}</ref>. |
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== KOL in Chinese digital marketing == |
== KOL in Chinese digital marketing == |
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Revision as of 21:13, 20 March 2018
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KOL(Key Opinion Leaders) also known as "influencers," are people or organizations who have more accurate product information and discourse power in their field. They are accepted or trusted by relevant groups and have a huge influence on the purchase behaviour of the groups[1]. Compared with celebrities, they have a close relationship with their audiences and share their thoughts about a product. Nowadays KOL has become a new marketing tool because of the rise of social media[2].
KOL in Chinese digital marketing
China has 700 million netizens which make it become the largest social media market in the world[3]. In China, KOL are essentially social media influencers[4]. They active on social media like Weibo and WeChat and have a huge number of fans. They are widely distributed in a variety of different fields such as sports, video games, electronic products, fashion, food, travelling, luxury goods, cars, etc. By posting video or article regularly, KOL share and recommend products which they have used to their fans. Their professionalism and influence make fans trust them and buy the product KOL recommend competitively.
According to VS Media CEO, Ivy Wong's analysis, China's online KOL market valuation exceed $8 billion in 2016[5]. Cooperate with KOL become an effective way to promote a product or brand. By using KOL's huge influence in social media, companies can show their products directly and comprehensively to the public. Compared with celebrity branding, cooperate with KOL save cost and easily recognized by consumers. Many famous brands have begun to try to cooperate with them and have achieved success. Mr.Bags (Chinese name is Liang Tao) is a fashion KOL in China, has 2.89 million fans on Weibo and 1.09 million active followers on WeChat. In 2016, Givenchy cooperates with Mr.Bags to promote their handbag line "Horizon", this handbag line incluedes 80 limited edition bags which costing USD 2146 per bag. By Mr.Bags' promotion, all the bags are sold out in 12 minites[6]. In May 2017, Mr.Bags works with Burberry to promote Burberry's limited colour handbag DK88 on WeChat, and these limited colour handbags sold out agian[7]. Papi Jiang, an Internet celebrity who was known for her funny video in China. She has 44 million followers on multiple social media and her video ad auction was won by Lili's Beauty for 3.4 million USD in 2016[8]. In 2017, New Balance chooses Papi Jiang as their new marketing campaign spokesperson in China. Around the topic " a letter to my future", Papi Jiang makes a video about her growth story to resonate with Chinese new generation[9]. Zhang Dayi, a fashion KOL who has 4 million followers on Weibo, earned 48 million USD a year.[10] In 2016, Meitu cooperates with Zhang Dayi launch their MeiPai M6 limited edition mobile phone and 2000 inventory sold out in one second[11]. In 2017 Single's Day, she helps T-Mall sell goods which worth more than 100 million yuan[12].
References
- ^ "Key opinion leaders: who are they and why do they matter? | Liana Technologies". Liana Technologies. Retrieved 2018-03-11.
- ^ "The Life of a KOL: Running a Mini Influencer Marketing Agency | PARKLU". www.parklu.com. Retrieved 2018-03-13.
- ^ "KOL (Key Opinion Leader) Marketing in China 2017 | Hicom". Hicom. Retrieved 2018-03-12.
- ^ Escobedo, Joe. "Nearly $150K Per Post? What You Need To Know About China's Key Opinion Leaders". Forbes. Retrieved 2018-03-12.
- ^ "Building an influencer strategy in China: Behind the USD8 billion industry | WARC". www.warc.com. Retrieved 2018-03-12.
- ^ "3 Foreign Brands who Master Chinese Marketing". Cosmetics China. 2017-09-04. Retrieved 2018-03-13.
- ^ "China KOL - Blogger Mr. Bags teams up with Burberry". Retrieved 2018-03-13.
- ^ Huang, Zheping. "China's satirical internet queen just sold her first video ad for $3.4 million". Quartz. Retrieved 2018-03-13.
- ^ Advertising China (2017-02-28), New Balance ads, Ms. Papi, the hottest Chinese KOL, retrieved 2018-03-13
- ^ Tsoi, Grace (2016-08-01). "The making of a Chinese internet star". BBC News. Retrieved 2018-03-14.
- ^ "3 KOL Bloggers Flipped China Marketing On Its Head | PARKLU". www.parklu.com. Retrieved 2018-03-14.
- ^ 于小明. "Wanghong economy takes off - Chinadaily.com.cn". www.chinadaily.com.cn. Retrieved 2018-03-14.