By Susan Owens
Prestige European fashion brands embracing the power of KOLs (Key Opinion Leaders) are swiftly mastering the art of reaching out to the world’s fastest-growing luxury consumers – Chinese Millennials.
But for many brands, mystique still surrounds the power of the Chinese KOL. While Influencer Marketing in the west is within their comfort zone, the clear barriers of not only language and culture but a fully individual digital eco-system can cause a lack of clear understanding.
The Luxury Conversation’s Paris breakfast briefing (following recent London and New York briefings) to an audience of 50 invitation-only guests set out to demystify this subject with an intimate tête-à-tête at the House of Tai Ping Showroom in Paris.
Continue reading “Luxury Conversation Paris Briefing: The Real Life of China’s Most Beloved KOL”
Wendy Yu has been near and dear to the luxury world for some time now — as a patron, an investor, a business partner and a cultural tie between the East and the West. Yet her ambition didn’t end there, as demonstrated by the announcement of Yu Holdings’ establishment, investment in Mary Katrantzou, and an eye to expansive growth in 2018, somewhat commemorated with a glamorous Chinese New Year Dinner that was the talk of the luxury society.
The Luxury Conversation met with Wendy on a recent visit to Shanghai, to talk about Yu Holdings, how she had arrived at this point and what was in store for the future of Wendy Yu. Continue reading “Exclusive: How Wendy Yu is Shaping Luxury Business & Cultural Exchange between East & West”
The Luxury Conversation went offline to create an invitation-only event in London: How to Capture the Attention of the Chinese Millennial?
Industry experts, luxury brands, agencies and the media attended the talk, in order to learn about the China luxury market and its key consumer in the luxury demographic – the Millennial.
Continue reading “How to Capture the Attention of the Chinese Millennial – London Breakfast Briefing”
The KOL (key opinion leader) or influencer dynamic is a typical story of China taking something already in existence in the West and rapidly discovering new ways to create revenue out of it.
We dipped into the issue previously, with our piece on KOLs in China. Let’s go a bit further into what is becoming the top priority for any luxury brand in the China market.
If you’re into stats, then Boston Consulting Group (BCG) has millennials at 40 percent of China’s urban population between the ages of 15 and 70, statistising that the millenial bracket will perform 69 percent of consumption by 2021. If you’re in China, then you don’t need stats. You will have noticed all people of all ages glued to their phones at all times of day or night, whether in a car, a bar, or even in the cinema. You will have heard talk of almost nothing but shopping, dining, holidaying, car and home-buying.
Continue reading “The Truth About Working with KOLs for Success in China”
Is the selling power of China’s KOLs (Key Opinion Leaders) changing the nature of Chinese e-commerce marketing?
This past year has seen an explosion in KOLs moving from merely posting branded content, to now helping brands to directly sell product. Last week we saw a prime example of this shift in KOL power when Mini Cooper teamed up with Chinese fashion blogger Becky Li to sell 100 Mini Cooper cars. She leveraged her vast social media following to help the brand sell 100 cars in 4 minutes.
In this issue of The Luxury Conversation, we look at four recent examples of this influence-to-sales shift, and provide tips on how to get the best results from similar partnerships.
Continue reading “KOLs in China: How to Craft Relationships for Returns”