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 […]

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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, […]

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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 […]

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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 […]

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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 […]

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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 […]

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April news: How livestreamers earn $40M a year, top Chinese beauty bloggers

This week we're talking about livestreamers and how in the world they earn up to $40 million a year, why people spend more time looking at content from influencers instead of advertising, and beauty bloggers you should know. Read on! Livestreamers: How do they make money?   China's top livestreamer makes $40 million a year, […]

March news: meet Zhangdayi (wanghong) and today's millennials

This week we're talking about WeChat's role for beauty brands in China, wanghong as a specific type of influencer fashion brands need to know about, an in-depth study on millennials in China, and how to look out for fake followers of a KOL before you work with them. Read on! Look out for fake followers […]

How to tell if their followers are fake...

At ParkLU, we’re all about quality blogger and influencer collaborations, ones that really influence how people view your brand. With so many content creators out there and common occurrences of fake engagement, it can be challenging to know who is going to bring you a good return on investment. If you’ve already posted a Campaign Invitation with […]

Which China influencer strategy should you use?

There is no one size fits all strategy when it comes to working with bloggers and influencers in China or anywhere in the world. Depending on your marketing goal, you might want to look into engaging different types of bloggers or different ways of engaging them. We really like how the possible strategies were spelled […]

March news: Mr Bags and the difference between China's bloggers and celebrities

This week we're talking about social media influencers (aka bloggers or key opinion leaders) in China. Their influence is indisputable, particularly for millennial consumers, as covered by SCMP below, and Mr Bags' collab with Givenchy is a great case in point. But we think it's also important to know how to distinguish between celebrities, wang […]

Bloggers earn *how* much?!

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 […]
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