KOL-how-to-become-China-Influencer

HUGE OPPORTUNITY

KOL Marketing Hits All Time High

  • In China, despite a general economic slowdown the internet sector shows no signs of abating.
  • Digital ad spend reached $40.42 billion in 2016 — a 30% increase from previous year, which is expected to more than double by 2020
  • 88.9% of China’s 721 million Internet users are on mobile
  • 69.7% of mobile users used multifunctional social networking apps in 2015, only second to instant messaging social app
  • There are 549 million social app users in China.* All of them have the potential to become an Influencer, hit (long-tail) or niche (short-tail)! They will be able to realize, manage, and monetarize their influence.

INFLUENCER MARKET SIZE

¥52 Billion in China

Three Types of Influencers in China

CELEBRITIES

  • Top 100, endorsement fee from millions to tens of millions.
  • Average worth ¥10 million, sum ¥1 billion.

ONLINE (WANG HONG)

  • 10 thousand people, profit from live streaming video platform.
  • Average worth ¥1 million , sum ¥10 billion.

MICRO-INFLUENCERS

  • 260 million people, Robin8 enables them to realize, manage, and monetarize their influence!
  • Average worth ¥200, sum ¥41.2 billion.

MULTIPLE MEDIUMS

Influencers by
Social Media Platform

There are three major categories of social apps where an Influencer gains recognition, becomes popular, and engages with fans.

VIDEO APPS

  • Live streaming apps
  • Video hosting sites and apps

SOCIAL MEDIA APPS

  • Original post
  • Live streaming feature

EXPERT APPS

  • With built-in community feature
  • Health, Beauty, Fitness, etc.

CHINA ONLINE ADVERTISING

Growing 2x
Faster than the US

NATIVE ADVERTISING

Will Grow 3.5x

Native advertising will grow from $13B to over $45B in five years.

WANG HONG CASE STUDY

张大奕 Eve

2 Hours Live Streaming with 2 Million RMB Sales Views over 410K, number of likes over 1 million. From 8-10 pm, Eve’s clothing store has nearly 2 million RMB sales, with the average order size nearly 400 RMB. Eve brought fans to see her showroom, studio, and manufacturers with giveaways, coupons, and lotteries. Over 100K clothes were sold.

WANG HONG CASE STUDY

L'Oréal Paris

L'Oréal Paris Signed 15 Top Influencers in Makeup and Fashion. L'Oréal keeps long term relationship with influencers and invites them to big events such as Cannes International Film Festivals.

WANG HONG CASE STUDY

Tmall x M.A.C

M.A.C opened a flag store on Tmall and on the first day and it added 800k friends and got 12 million RMB in sales. The social campaign started with 6 celebrities and 100+ influencers. The campaign hashtag got 300 million views and 150K engagements.

WANG HONG CASE STUDY

Watching Taobao
Live Streaming + buying!

Taobao implemented the technology which you can watching live streaming and buy products on the same screen. On E-huo (Hungry guys ) Festival, Taobao invited 21 influencers to give away coupons before and during the live streaming.

WANG HONG CASE STUDY

Brand: Baozun

Intro: Baozun is one of the biggest ecommerce solution providers in China representing over 100 international brands.

The budget for 11.11 weeks is RMB 40,000.
2016-11-08 21:00 - 2016-11-12 0:00
Budget: 3683.4
CPC: 0.6 RMB
Total Clicks: 13706
Paid Clicks (UV): 6666
#KOL: 453

LONG-TAIL INFLUENCER CASE STUDY

Brand: 保时捷 Porsche

Intro: Live streaming campaign for new Panamera launch. It reached 40,000 + an audience within 30 mins through WeChat only. The related WeChat post reached 10,000 views while the average PV is 50,000.

WANG HONG CASE STUDY

Weibo Hashtag
Campaign Raised by Influencer Ma Weiwei

#Why Ma Weiwei standing at the bus station? This hashtag was the warm up for a bus schedule app launch event. Out of curiosity, this hashtag has 9 million views.