Each of the biggest influencer community platforms, including Weibo, Douyin (TikTok’s Chinese version), Kuaishou (Kwai’s Chinese version), and Xiaohongshu, has its own characteristics and features, which also come from the differences in terms of KOL follower bases. Top 10,000 KOLs by Total Followers Weibo: after years of operation and user retention, all of the Top […]
celebrity
60% brands using celebrities in China did not achieve continuous growth in brand power
60% of brands continuously using celebrity endorsement strategy have failed to grow their brand power in the past three years. China is one of the markets that are most keen on using celebrities in advertising. Looking at the percentage of ads featuring celebrities, China ranks third, next only to Japan and South Korea, and the […]
Secret of Taobao Global: turning individual overseas Chinese to online celebrities
One afternoon of a working day, a jewelry buyer Xiaotian went on a live broadcast in Hong Kong, calling the customer “Baby”, tried on and showing her jewelry in front of the screen: “Look here baby, I am now in the studio of President Fang in Central, this is the newly designed necklace. Shall I […]
A lesson for marketers from an online drama with over 2 billion video views
With enough passion, the fans of an online TV drama can “light up” a twin skyscraper in Shanghai. Guardian, an online drama adapted from the namesake popular online novel became the hottest online video this summer. Its total video views exceeded 2 billion. On June 14, the day after it premiered on Youku.com exclusively, its […]
An overview to China’s celebrity economy in 2018
79% of respondents have favorite celebrities in China and 40% of them like to spend money on idol-chasing, according to a report from Penguin Intelligence. Specifically, 1.3% of them tend to give all-out support and often spend money for their idols, 14.9% of them offer positive support and occasionally spend money for their idols, and […]
Celebrity-based ad campaigns: what are the pros and cons in Chinese market?
31% of TV ads feature celebrities in China, however, using a celebrity does not guarantee effective advertising. Celebrity-based campaigns can be very effective. The Snickers “You’re not you when you’re hungry” campaign won a Cannes Lion Creative Effectiveness award.
KOL marketing rising in China’s luxury fashion industry
With the engagement of Internet celebrities and key opinion leaderships (KOLs), a new way has been paved in luxury brand marketing in China. Other than inviting online celebrities and KOLs to endorse the products and sometimes collaborating with them to produce new designer items, luxury brand companies have also started to sell their designer products […]
China’s internet celebrity economy rising in 2016
China internet celebrities, often called Wang Hong, refer to those who become famous on the internet. They may catch people’s eyes because of certain events or behaviors and earn followers and fans on social platforms.