Influencers or KOLs are very important today, because many customers are influenced by them.
The boom of Media Network
With the boom of social media, every Chinese internet users have at least on social media account. in the largest’ world connected country, we can easily find some influencers or KOLs. Through their voices; they can influence the costumer’s habits and decisions. This new trend represents a new marketing strategy for the brand.
Now, every brand wants to connect highly-influential Chinese bloggers and Chinese social media celebrities to help promote your products and services.
It’s no secret that online influencers are a powerful tool to reach consumers in dynamic and authentic ways via social media.
Online influencers are a powerful tool
Over the years, this trend has evolved because marketers have always known that consumers want more authentic and rich messaging. Chinese’s consumers don’t believe advertising too much, so they are blocking online ads, and they are turning to their social networks and friends for recommendations on products and services instead of commercials.
Influencer marketing is a big deal; the KOLs (Key Opinion Leader) only exist because of their fans. Their performance is closely related to their engagement with their followers.
For example, the Chinese mega KOL Zhang Dayi, has over 5.3 million followers on her Weibo account, while some “micro-influencers” might have only between 10,000 and 20,000 followers.
Now, some brand understood the importance of the KOL in the customer’s daily life, they are using them as a good weapon. So they build their marketing around these new actors of web.
How to use Chinese Influencer or Kol Marketing campaign?
Thanks to the development of E-commerce, KOL has seen massive growth in China. Influencers influence a lot the consumer’s decisions. Beyond contributing to the education and discovery process, there are many ways to get consumers to the store.
Creating awareness and buzz
Nowadays brands such as Valentino, Moynat, and Gentle Monster have realized that China Influencers need to be part of their O2O marketing and PR mix, in order to create buzz and drive traffic to their products or services. The ROI (Return on Investment) for working with an Influencer is better than a journalist.
For example, in July 2017 Mini Cooper collaborated with a top Chinese influencer Becka to launch its limited edition of blue color. Becka promoted with 3 posts on her Wechat account and sold 100 cars just after 4 minutes.
During, some events, it’s always important to work with Chinese Influencers because they can promote and publish more quickly your event than traditional media. Brands such as Miu Miu, Louis Vuitton, Supreme and Opening Ceremony have had excellent results after working with Influencers to drive more traffic to pop-ups.
While it might create a bit of chaos, an excellent tactic for getting people through the door is to have Influencers announce their presence ahead of time and invite fans to see them there. Fans will jump on the opportunity to meet their favorite influencers in real life.
One hugely successful example is the snack food brand Laiyifen来伊份, which invited 15 internet celebrities from 6 different cities to do a 48-hour live-streaming relay race in June 2016. The live-streams attracted 600K viewers.
Before the event started, the Influencers shared the event location with their audience. They continued sharing the offline store locations and info on exclusive discounts for fans who visited the stores during this 2-day period during the live-stream. During those two nights, the stores’ traffic and earnings increased five-fold.
Following the success of the first event, Laiyifen went bigger in 2017. They invited 40 live-streamers to visit stores and introduce over 1,000 snacks. Hashtag “1000 snacks night” generated 130M views and 730K discussions on Weibo.
Morever, for better result, you should also work with a digital marketing agency which have many contacts of Chinese Kols or influencers.