Tag: Opinion

Op-Ed: China’s KOL Bubble, and How Brands Can Prepare

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”

Op-Ed: The One Way to Succeed in Business in China

By Nick Withycombe

Even the briefest of browses through international media should turn up clear indications of the power of the Chinese consumer. Bain & Co’s ‘China consumes 32% of global luxury is perhaps the best known, while big number after eye-opening stat can be trotted out to really clarify – to anyone who has been living in a cave for the last decade – that your luxury business really ought to be selling to the people that want to buy most of it. Continue reading “Op-Ed: The One Way to Succeed in Business in China”