Bloggers earn *how* much?!

by

As I'm preparing a blog piece on ParkLU on how much one should expect to pay a KOL in China, I came across this interesting reference point for bloggers in the west. Before you freak out at these numbers, I recently read an article which says most KOLs in China earn less than RMB 10,000 / month, hardly enough to quit a full time job for. For marketers focused on China, perhaps this represents an opportunity to start fostering relationships with these "self-media" content creators while they are ...

No tags 0

The Psychology of Influence

by

I'm fascinated by how influence is created, particularly by online content creators. This graph is a pretty good starting point to understand the lifecycle of influence, and how it grows over time. Every brand wants to get past that tipping point where select niche segments love the brand, over to where the masses embrace it. This is where social proof comes in; in this digital day and age, that means KOLs and social influencers. Note, in order to make it across that chasm at 16% adoption, the message ...

No tags 0

10 predictions for e-commerce in China

by

Content posted from James Baillie (LinkedIN) Here are my top 10 thoughts on what will happen to e-commerce in China in 2017. 1 . Tmall and JD will continue to dominate - these 2 are not going to be shifted from the top of the tree. Not rocket science I hear you say but what we will see though is more main brands drop off these two platforms because they are not making enough profit. 2. The rise of the ,com .cn - Chinese consumers still shop marketplace first but we ...

No tags 0

Year-end: Wechat demographics, KOL businesses

by

As the year came to a close, we came across lots of round-ups giving us the low down on digital users in China. This one told us more about Wechat demographics, and that most of the 768 MILLION daily users are young and use the platform at least 90 minutes per day. It also told us that 1st tier city users were most likely to travel to USA, while people from other cities like visiting Taiwan, Japan, South Korea and Thailand. Then there was this one that told us more ...

No tags 0