By Nick Withycombe
Yes, I said it: China’s KOL bubble.
KOLs have become a solid part of any brand’s checklist when operating in China. To be frank, if that needs further explanation then you’re already a few years behind the curve: KOLs in China are examples of many aspects of modern society here – when a concept is taken from the west (influencers, in this case) and is super-charged into massive earning and income potential. You might even say ‘enhanced capitalism’, but now is not the time to go into that.
KOLs are more influential on both consumption behaviours and social trends than celebrity movie stars and singers. There are Chinese KOLs for any type of field you can imagine – not only fashion and sports, but there are travel KOLs, pet KOLs, even ‘park & garden KOLs‘. With a population this big and country this diverse, there’s something for everyone.
Yet, is there now over-reliance on the KOL as a silver bullet? More than that, are certain ‘China marketing/business experts’ guilty of reducing KOL marketing to mere advertising of budget = views theorem? Continue reading “Op-Ed: China’s KOL Bubble, and How Brands Can Prepare”