Reasons to Read

Key opinion leaders (KOLs) and key opinion consumers (KOCs) are social media influencers whose product reviews can drive sales in particular sectors by mobilizing consumer spending.

We discuss how brand and retailers can tap into the China market by leveraging influencers as a marketing strategy. In doing so, we consider the following content:

• The rise of KOCs
• Livestreaming as a booming trend
• China’s diverse social media landscape
• Accessing the lifetime value of customers
• The popularity of KOLs, particularly in the beauty sector
• Implications for brands