Nowadays, the dividend of mobile Internet is gradually fading, the press channels are continually changing. The traffic has gradually become a major marketing focus. In the era of online marketing, brand marketing has changed from “mass advertising” to “targeted marketing”. Brand marketing has turned into a key url to enhance communication.

KOL’s complete name is the vital thing Opinion Leader, that’s derived from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are thought as individuals or organizations acquainted with the media along with more knowledge in specific fields, that can better explain and conduct communication with all the users. These are a group of people who are more frequently subjected to new knowledge or activities. For their professional knowledge, they could gain the trust of relevant groups, to be able to exert their influence in this area.

KOL marketing is always to connect and communicate with its brands and products through those who have influence in specific fields. If it is effective, these kinds of marketing brings credibility for the promotion plan, enhance brand attributes, and obtain prospective customers. KOL marketing is undoubtedly a rather new marketing method, which plays a crucial role from the coverage and influence of social media marketing. In China’s Internet industry, the naming of Li Jiaqi will truly appear in relation to KOL, which pulls essentially the most attention. He is known as “Mr. lipstick”. For the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold more than 10,000 Lipsticks in a few moments. In five hours of live stream broadcast, he attracted 332 million users to watch his live streaming.

For more info about China Influencer marketing evaluation of Xiaohongshu check this popular website