Nowadays, the dividend of mobile Internet is gradually fading, the media channels are constantly changing. The traffic has gradually turned into a major marketing focus. Within the era of internet marketing, brand marketing has evolved from “mass advertising” to “targeted marketing”. Brand marketing has turned into a key connect to enhance communication.

KOL’s name is the vital thing Opinion Leader, which is based on Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are viewed as individuals or organizations familiar with the media with more knowledge in specific fields, who can better explain and conduct communication with all the users. They may be someone who will be more regularly confronted with new knowledge or activities. Because of the professional knowledge, they could gain the trust of relevant groups, in an attempt to exert their influence in this area.

KOL marketing is always to connect and talk with its brands and merchandise through those who have influence in specific fields. Whether it is effective, these kinds of marketing will bring credibility on the promotion plan, enhance brand attributes, and get potential prospects. KOL marketing is regarded as a comparatively new marketing method, which plays a vital role within the coverage and influence of social networking. In China’s Internet industry, the naming of Li Jiaqi will really appear when it comes to KOL, which attracts the most attention. He’s called “Mr. lipstick”. Around the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold over 10,000 Lipsticks in a few moments. In five hours of live stream broadcast, he attracted 332 million users to view his live streaming.

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