Chine : le live streaming métamorphose l'e-commerce et les habitudes de consommation -
Actualité distribution : La pandémie de Covid-19 a incité un nombre croissant de personnes, en particulier la jeune génération, à passer des achats en magasin aux achats en ligne et en live, cinq ans après l'apparition de ces achats "en direct". (#1318049)
5 tactiques marketing avec des KOL à connaître en 2021
Découvrez comment construire des partenariats marketing avec des KOL en Chine et les paramètres à prendre en compte lors des activations.
Luxury brands have long used influencers or key opinion leaders (KOLs) to get into the hearts, minds, and ultimately digital wallets of young Chinese consumers. Influencers, particularly those who enjoy a mass following, have helped to dramatically democratize the accessibility of a luxury lifestyle.
This has been a key success factor for labels in winning over younger and first-time luxury consumers. 44% of Gen Zs reported that bloggers and online influencers were among their top three sources for product recommendations (versus just 10% in the US). Indeed, the rise of livestreaming in the mainland has redefined the market power of celebrity influencers, many of whom can sell millions of dollars of prestige branded merchandise.