Nowadays, the dividend of mobile Internet is gradually fading, the media channels are continually changing. The traffic has gradually be a major marketing focus. Within the era of online marketing, brand marketing has developed from “mass advertising” to “targeted marketing”. Brand marketing has developed into a key url to enhance communication.

KOL’s name is essential Opinion Leader, that’s derived from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are considered as individuals or organizations acquainted with the media with more knowledge in specific fields, who can better explain and conduct communication together with the users. These are a group of people that are more often exposed to new knowledge or activities. Because of their professional knowledge, they’re able to gain the trust of relevant groups, in order to exert their influence in this field.

KOL marketing is always to connect and connect to its brands and items through individuals who have influence in specific fields. Whether it works well, this sort of marketing can bring credibility towards the promotion plan, enhance brand attributes, and have prospective customers. KOL marketing is certainly a rather new marketing technique, which plays a vital role inside the coverage and influence of social networking. In China’s Internet industry, the naming of Li Jiaqi will truly appear in terms of KOL, which pulls one of the most attention. He or she is generally known as “Mr. lipstick”. On the first day of Taobao’s Double 11 shopping carnival in 2019, he sold more than 10,000 Lipsticks in a few minutes. In five hours of live stream broadcast, he attracted 332 million users to watch his live streaming.

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