Nowadays, the dividend of mobile Internet is gradually fading, the press channels are continually changing. The traffic has gradually become a major marketing focus. In the era of online marketing, brand marketing changed from “mass advertising” to “targeted marketing”. Brand marketing has changed into a key hyperlink to enhance communication.
KOL’s owner’s name is essential Opinion Leader, which is produced by Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are thought as individuals or organizations familiar with the media and with more knowledge in specific fields, who are able to better explain and conduct communication together with the users. They’re a group of people who will be often encountered with new knowledge or activities. Because of their professional knowledge, they are able to gain the trust of relevant groups, in order to exert their influence in this area.
KOL marketing is always to connect and connect to its brands and items through people who have influence in specific fields. Whether it works well, these kinds of marketing will bring credibility for the promotion plan, enhance brand attributes, and get prospective customers. KOL marketing is considered a comparatively new marketing method, which plays a vital role from the coverage and influence of social networking. In China’s Internet industry, the name of Li Jiaqi will surely appear when it comes to KOL, which attracts essentially the most attention. He or she is generally known as “Mr. lipstick”. About the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold greater than 10,000 Lipsticks in five minutes. In five hours of live stream broadcast, he attracted 332 million users to look at his live streaming.
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