Marketing

Rising KOL of China in Fashion and Travel

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We are now seeing brands move away from ‘super’ KOLs, whose follower numbers are in the millions. There is a suspicion of ‘fake follower numbers’ as well as a view that their followers are not actually that engaged or loyal, meaning there will be less of an influence. These days, brands are focusing more on the KOLs who appear to have a more genuine followership; a more real connection to their followers. While their follower numbers may not be as high as those of the ‘top KOLs’ of China, these lesser known (and less expensive) KOLs have a more genuine connection with their follower base, meaning more influence and impact for KOL campaigns.

Kate CHERNAVINARising KOL of China in Fashion and Travel
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When Good Brands Go Bad: Localization Gone Wrong

Any smart business with a scalable product or service has China market expansion on the agenda.  For every success story of a foreign company who has survived and thrived in the notoriously challenging Chinese market, there are those who have failed.  Today we use a case study to look at what can go wrong, and what we can learn.

Kate CHERNAVINAWhen Good Brands Go Bad: Localization Gone Wrong
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Guide to Advertisement Censorship Law in China – forbidden Chinese key words

Forbidden key words in Advertising Law are enforced primarily to prevent sellers from using fake advertising to mislead consumers when purchasing products or services. Advertisement censorship in China: What is fake advertising? Today we will take a look at China’s new Advertising Law and introduce ways of checking your content to be safe out there!

Kate CHERNAVINAGuide to Advertisement Censorship Law in China – forbidden Chinese key words
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TOP Chinese KOL in Fashion, Food and Travel

They work with the biggest brands, they have millions of followers, they can make product lines sell out within seconds… and most of them are in their 20s! Key Opinion Leaders or ‘KOLs’ are taking over China’s social media marketing and creating a new form of “opinion marketing”. Today we take a look at five portfolios of most influential Chinese KOL, Chinese fashion bloggers, each working in different fields, and ask what makes them so special? What makes their opinion so valuable, what do they have in common and how did they achieve such success at such a young age?

Kate CHERNAVINATOP Chinese KOL in Fashion, Food and Travel
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