PARKLU INSIGHTS

CAMPAIGN INSIGHTS FROM CHINA'S LEADING INFLUENCER MARKETING PLATFORM
April 27, 2018
5 Influencers Share Product Seeding Tactics For Free Marketing

It’s a common practice in the influencer marketing industry to send products to an influencer hoping for free publicity. We call this tactic product seeding. When done right, gifting is a great relationship-building tool and can lead to free marketing for your brand. You’re sending a message that you value the influencer by giving them your […]

Read More
April 27, 2018
China’s Ban on Rap and Hip-Hop: What Brands Need to Know

Last year was the year of the Rooster, but it might as well be known as the year of Rap. Over the summer of 2017, the hit show The Rap of China launched a cultural phenomenon that took the nation by storm. Fashion and beauty influencers embraced streetwear and counterculture style. Niche labels like Supreme and Vetements became household names. Heading into 2018, […]

Read More
April 27, 2018
The Life of a KOL: Running a Mini Influencer Marketing Agency

There is a misperception all over the world that influencers have easy, glamorous lives filled with parties, gifts, and fans. Kids in the US aspire to be YouTubers when they grow up and college-educated Generation Z Chinese want to leave low-paying, entry-level jobs to become live-streamers. Would they feel the same if they knew how much […]

Read More
April 27, 2018
China Ad Agencies Lose Their Edge to Influencer-Led Creative Studios

Influencers starting their own brands was a disruptive trend for brands in 2017. Last year was especially prolific as countless influencers started successful physical product businesses — Becky Li’s new clothing line, for example, or Zhang Mofan’s makeup brand Moamour, or Taobao queens like Zhang Dayi and Lin张林超. In 2018, the emergence of influencer-led creative studios is set to disrupt traditional ad agencies and production companies in […]

Read More
April 27, 2018
New Chinese Social Media Platforms’ Rules Raise KOL Marketing Costs

KOL marketing is hot in China, and it’s only getting hotter. Local consultancy Analysys International projected that the China influencer economy will be worth over $15.5 billion this year. From frequently talked-about Weibo and WeChat KOLs, to those on other smaller Chinese social media platforms such as Meipai, RED, and Douyin, KOLs have become a necessary part of a […]

Read More
April 27, 2018
Can Daigou Accelerate Your China E-commerce Sales?

When it comes to China e-commerce sales, the topic of daigou is controversial. Some brands, especially those in the luxury industry, consider daigou to be a detriment. In other industries, companies have a more positive view. In fact, many companies that are new to China e-commerce sales have begun proactively working with daigou to help […]

Read More

Top 8 China Influencer Marketing Campaigns of 2017

2017 was a massive growth year for China influencer marketing campaigns. The industry matured, the quality of content rose, and influencer marketing has become mainstream. Influencers are slowly but surely gaining respect and being treated as professional content creators instead of just another distribution channel. Brands are giving influencers more creative control and launching products […]

Big Brands Use Douyin to Reach China’s Gen Z Consumers

As the major Chinese social media platforms Weibo and WeChat become saturated and give users declining organic reach while charging increasingly large sums for advertising, big brands are starting to turn to smaller platforms like Douyin for social media campaigns that target China’s Gen Z consumers. Learn more: Big Brands Use Douyin to Reach China’s Gen Z […]

How 7 Electronics Brands Use Influencer Marketing in China

China is the world’s leading consumer electronics market with revenue surpassing 97 billion RMB in 2017, but the competition for sales is fierce, especially in the smartphone market where dozens of homegrown and international brands are battling to increase their market share. In this aggressive landscape, electronics brands are turning to influencer marketing to set them apart. […]

Wechat Mini-Programs Revolutionize KOL Sales Campaigns

Over the past year, we have frequently mentioned the emerging phenomenon of Chinese KOL brands — KOLs who turn the traditional sponsored-post model of KOL sales campaigns on their head by manufacturing and selling their own products specifically created for their audience. This model proved extremely effective last 11.11 Singles Day when a total of 6 KOL-run […]

KOL Marketing for Chinese Parents, Adults, and Seniors

Chinese Millennials and Gen Z have been stealing the KOL marketing spotlight lately. Though it is true that the vast majority of KOLs are Millennials and Gen Z, it would be a mistake to assume that KOL marketing can’t reach Chinese parents, adults, and seniors. While millennials contribute greatly to the retail market, they are still […]

Fatal Influencer Marketing Problems Start at the Campaign Brief

Miscommunication kills. The majority of fatal influencer marketing problems happen when brands and influencers don’t communicate clearly via the campaign brief. This is true all over the world, but for Western companies working with Chinese influencers, the stakes are higher due to language barriers, cultural differences, and a unique social media and e-commerce ecosystem in […]
1 2 3 4 6
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram