Online influencers turning clicks into cash
China DailyLi Jiaqi, a Chinese blogger, who endorses beauty products through livestreaming, applies lipstick during a live broadcast on the Taobao platform in Shanghai. KOL, as an existing marketing concept, is "supercharged" in China, according to Lee Folland, head of research at Reuter: Intelligence, a marketing agency specializing in luxury brands. "With digital media forms being much more diverse in China than elsewhere, people here have become wearier of standard media advertising and are increasingly drawn to influencer endorsement," he said. "Meanwhile, customers are also keen to take in new information that's given to them by influencers, whom they can feel much closer to than an A-list celebrity." "We cherish our platforms, which we put a lot of effort into building, because random acceptance of any endorsement requirements consumes our own brands too," she said.
History of this topic
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