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

KOL’s owner’s name is vital Opinion Leader, that is produced from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are believed as individuals or organizations familiar with the media sufficient reason for more knowledge in specific fields, who are able to better explain and conduct communication using the users. These are someone who are more often subjected to new knowledge or activities. Because of their professional knowledge, they can gain the trust of relevant groups, in an attempt to exert their influence in this subject.

KOL marketing would be to connect and connect to its brands and items through individuals who have influence in specific fields. Whether it is useful, this type of marketing will bring credibility towards the promotion plan, enhance brand attributes, and get potential prospects. KOL marketing is considered a somewhat new marketing technique, which plays a crucial role within the coverage and influence of social media marketing. In China’s Internet industry, the Li Jiaqi will certainly appear when it comes to KOL, which attracts probably the most attention. He is known as “Mr. lipstick”. For 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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