Key opinion leaders, or KOLs, convert fans to sales, creating a nearly US$9 billion industry, according to South China Morning Post. If you are a brand launching in the Chinese market, understanding the KOL landscape and the role they play in the consumer path to purchase in China may be the difference between success and failure.
More than 70% of Chinese Gen Z consumers, those born after 1995, prefer buying products directly via social media than through other channels, compared with the global average of 44%, according to a recent study by the consulting firm Accenture.
“One reason why Chinese influencers are better than their western counterparts in generating direct sales is because in China the line between entertainment and commerce is more blurred because social media and e-commerce are integrated,” said Elijah Whaley, Chief Marketing Officer at Parklu, a KOL marketing agency in China.
Parklu is a leading Chinese influencer marketing platform for brands and KOLs with 40,000+ influencers across 13 social media platforms with a combined reach of more than 600 million Chinese customers. The Parklu platform provides transparency, data, and automation efficiency for influencer marketing initiatives in China across the luxury, fashion, beauty, fitness, travel, food & beverage, child & parent categories.
They used their data to create a reference guide by category for 2019. Download the 2019 KOL Bible.
Photo: via KOL