Influencer marketing in China is often the engine of sales; UK brands must adapt to thrive in its unique ecosystem China’s social commerce space revolves not around ambient influencer posts, but an intricate ecosystem where content, commerce and credibility converge. British brands stepping into this arena must unlearn much of what they assume about sponsorship in the UK and embrace the layered roles of KOLs (Key Opinion Leaders), KOCs (Key …
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REDFERN DIGITAL AND CBBC HAVE PARTNERED TO PRESENT A FOUR-PART SERIES ON DIGITAL RETAIL IN CHINA. THIS FINAL PART EXPLORES SOME OF THE NEW POST-COVID CONSUMER TRENDS IN CHINA’S CONSUMER SECTOR How has Covid-19 impacted commerce in China? The spread of Covid-19 earlier in the year caused lockdowns across China, causing people to turn to e-commerce for purchasing everything from daily necessities to clothes and luxury items. However, even as offline retail …
Influencers are no longer an additional marketing tool, they are a must-have for brands in China. Three influencers share their insights with Adam Knight of Tong Digital Once confined to amateur-level content, influencers are increasingly able to make a living creating paid promotional content, with over 20,000 influencers now having amassed more than 1 million followers on Weibo. The huge potential of influencer-led marketing is evident from success stories of …