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

KOL’s full name is essential 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 media with more knowledge in specific fields, who can better explain and conduct communication using the users. These are someone who’re more frequently exposed to new knowledge or activities. Due to their professional knowledge, they could gain the trust of relevant groups, in order to exert their influence in this subject.

KOL marketing is usually to connect and connect to its brands and items through those who have influence in specific fields. Whether or not this is useful, this sort of marketing brings credibility on the promotion plan, enhance brand attributes, and acquire prospective customers. KOL marketing is regarded as a somewhat new marketing method, which plays a crucial role from the coverage and influence of social media marketing. In China’s Internet industry, the naming of Li Jiaqi will really appear in terms of KOL, which pulls essentially the most attention. He is called “Mr. lipstick”. On the first day of Taobao’s Double 11 shopping carnival in 2019, he sold more than 10,000 Lipsticks in five minutes. In five hours of live stream broadcast, he attracted 332 million users to watch his live streaming.

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