MCNs or Multi-channel networks are quite common in China. They are also essential when trying to contact KOLs for your brand. Most KOLs are affiliated with one of these MCNs so you need to understand how MCNs work. There are hundreds upon thousands of MCNs in China, both large and small, so keep in mind […]
A List of 12 Major MCNs in China for 2023 Read More »
China’s internet celebrity economy has expanded exponentially in recent years. According to a report released by iResearch, the number of online celebrities in China with more than 100,000 followers has increased by 57.3 percent since 2016. With a single embedded ad in a WeChat post worth up to $145,000 USD for influencers with dedicated followings, and a
The Rise of Foreign Stars on Chinese Social Media Marks the Beginning of a New Trend Read More »
Collaborating with KOLs is a relatively nascent medium and the expertise of ‘how to work’ with these influencers is still developing in both the supply and demand sides. KOL marketing is neither a fad nor a dying niche and is very much here to stay — and only growing. Here are six principles for luxury
KOL Marketing in China: Why It Works and How To Do It Right Read More »
Eligible KOLs can help brands and products to raise awareness or drive sales. However, fake KOLs are increasingly common in China’s online social platforms. They harm the interests of advertisers, waste money and affect brand communication. Therefore, marketers need to utilize a professional digital marketing platform to analyze the correct data, aiming to screen out
Caution Fake KOLs: How to Find Real Effective Influencers Read More »
In her controversial commentary, fashion critic Suzy Menkes once questioned the professionalism and contributions of fashion bloggers in the era of smartphones and social media. Menkes, however, was being exceptionally encouraging when it came to Chinese fashion bloggers, where before the digital age there was little possibility of learning about opinions from China. To fashion
From Gogoboi to Mr. Bags: These Are the Fashion Bloggers Shaping China’s Luxury Industry Read More »
China’s KOL economy has been one of the fastest-growing and most durable economic phenomenon in recent years. In the second half of 2019, multiple Chinese e-commerce platforms launched KOL strategies, while many companies win consumers and positive reputation through partnerships with key opinion leaders. Brands choose appropriate KOLs to launch campaigns based on the brands’
KOL Marketing: An Essential Chinese Social Media Tool Read More »
