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. Within the era of internet marketing, brand marketing has developed from “mass advertising” to “targeted marketing”. Brand marketing has changed into a key url to enhance communication.

KOL’s name is Key Opinion Leader, which can be derived from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are viewed as individuals or organizations familiar with the media and with more knowledge in specific fields, that can better explain and conduct communication using the users. They’re someone that are more frequently exposed to new knowledge or activities. Because of the professional knowledge, they are able to gain the trust of relevant groups, so as to exert their influence of this type.

KOL marketing is always to connect and interact with its brands and merchandise through people who have influence in specific fields. If it is effective, this kind of marketing may bring credibility to the promotion plan, enhance brand attributes, and obtain potential customers. KOL marketing is regarded as a relatively new marketing method, which plays a crucial role within the coverage and influence of social media. In China’s Internet industry, the Li Jiaqi will surely appear in relation to KOL, which pulls essentially the most attention. He is referred to as “Mr. lipstick”. On the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold a lot more than 10,000 Lipsticks in a few minutes. In five hours of live stream broadcast, he attracted 332 million users to look at his live streaming.

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