Nowadays, the dividend of mobile Internet is gradually fading, the media channels are continually changing. The traffic has gradually turn into a major marketing focus. Inside the era of online marketing, brand marketing has developed from “mass advertising” to “targeted marketing”. Brand marketing has become a key url to enhance communication.
KOL’s full name is the vital thing Opinion Leader, which is based on Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are considered as individuals or organizations knowledgeable about the press with more knowledge in specific fields, who is able to better explain and conduct communication with the users. They are someone who are often exposed to new knowledge or activities. For their professional knowledge, they can gain the trust of relevant groups, so as to exert their influence of this type.
KOL marketing is to connect and connect to its brands and merchandise through folks who suffer from influence in specific fields. When it is useful, this type of marketing can bring credibility towards the promotion plan, enhance brand attributes, and get prospective customers. KOL marketing is certainly a relatively new marketing method, which plays a vital role within the coverage and influence of social networking. In China’s Internet industry, the name of Li Jiaqi will surely appear with regards to KOL, which pulls essentially the most attention. He’s referred to as “Mr. lipstick”. On the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold more than 10,000 Lipsticks in 5 minutes. In five hours of live stream broadcast, he attracted 332 million users to view his live streaming.
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