日韩精品久久一区二区三区_亚洲色图p_亚洲综合在线最大成人_国产中出在线观看_日韩免费_亚洲综合在线一区

Global EditionASIA 中文雙語Fran?ais
Business
Home / Business / Policies

Advertisers, consumers embrace social media

By Liu Yukun | China Daily | Updated: 2019-04-08 10:02
Share
Share - WeChat
Asare-Yeboah, a celebrity on many social media platforms and live-streaming apps, makes short video clips at a hotpot store in Chengdu, capital of Sichuan province. [Photo by Lyu Jia/for China Daily]

For Li Jiaqi, 27, it took less than a year to increase his bank balance to over 10 million yuan ($1.49 million) from a relatively small amount without having to rob a bank, win a lottery, find a secret treasure or land an inheritance.

His route to riches is lipstick sales online using live streams of video-sharing platforms such as Douyin.

In a recent two-hour livestreaming session, he sold 15,000 lipsticks within 5 minutes, beating billionaire Jack Ma who wanted to compete with him.

He is increasingly mentioned as an icon for lipstick try-on pitches. A social media influencer, he is not satisfied with the achievement.

Li is now the holder of a Guinness World Record for applying lipstick on most models in 30 seconds.

The video of Li's Guinness World Record challenge adorns Li's Douyin page, with over one million thumb-ups already from his over 18 million fans.

"Every time Li endorsed certain lipsticks that were new to the market, I wanted to buy them," said Huang Xinyi, 29, a film production assistant, in Beijing. "He appears more trustworthy to me, like a friend or classmate. He makes his videos really different from endorsements featuring other celebrities," she said.

Social media influencers like Li are certainly a top choice when makeup brands formulate their marketing strategies and brand endorsements.

With social media platforms increasingly becoming major information-sharing hubs for Chinese users, endorsements by KOLs (or key opinion leaders) are proving to be one of the most popular marketing tricks of advertisers in China.

According to a recent report from marketing data technology company AdMaster, about 81 percent out of about 110 advertisers interviewed said they are willing to increase their budget for social media advertising, and KOL endorsements were their top choice when choosing advertising media.

Overall, about 60 percent said they consider KOL endorsements as an essential part of their marketing strategies, according to the report.

Data from AdMaster showed that the number of cosmetics companies that have paid for KOLs in promoting their products surged by 81 percent year-on-year in 2018. The number is even higher for food companies at 92 percent.

"Social media advertising is entering a golden period, especially for e-commerce, as good content released by KOLs on such platforms may convince consumers into buying certain products, even though some of them are really not in need," said Neil Wang, president of consulting firm Frost& Sullivan China.

Such a trend has generated a billion-dollar business, according to Wang. He classifies the business into three main segments: suppliers from the upper industrial chain; social media platforms that act like a bridge connecting suppliers and consumers; and consumers.

"Information shared on social media platforms like Weibo appears to be more authentic to consumers, compared with that of other advertising forms," Wang said.

"Consumers feel they get useful information on certain products and tend to use interactive online posters."

However, the truth is, marketing gimmicks on social media platforms could well be undisclosed or in-disguise paid advertising.

About 40 percent of Chinese consumers have been influenced by KOLs in making purchasing decisions, according to AdMaster's report.

Data from Parklu, a KOL management platform in China, also showed about 1.5 percent of consumers would make a purchase immediately after KOLs post about products on Weibo, one of China's most popular social media platforms.

"The thing about Weibo is that it has weaker relationship with users, compared with WeChat (as sharing of information is restricted to friends and acquaintances), but it has a much stronger influence over consumers' choices when they see messages about certain products on Weibo," Wang said.

The last year has also seen an information boom on sharing platforms like Xiaohongshu. The app is quite similar to Yelp, but instead of people commenting on stores and shops, they share reviews on brands and products.

Xiaohongshu has grown to be one of the most-quoted Chinese apps. The number of times it was mentioned in reviews or articles surged 719 percent from the beginning of 2018 to the year-end, according to the AdMaster report.

Xiaohongshu is targeted more at female consumers. CHAO, a similar version of product information-sharing platform but for male users, was recently released by Q&A website Zhihu.

More specialized social media platforms will appear amid demand from both advertisers and consumers, the report pointed out.

Top
BACK TO THE TOP
English
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
CLOSE
 
主站蜘蛛池模板: 日韩区在线 | 欧美一级二级三级 | 嫩草影院黄 | 精品国产一区二区三区成人影院 | 广西美女一级毛片 | 日本中文字幕网站 | 天天摸天天添 | 国产二区在线播放 | 久久亚洲一级α片 | 欧美日韩专区国产精品 | 欧美日韩在线一区二区 | 波多野结衣办公室在线观看 | a免费国产一级特黄aa大 | 国产乱子伦一区二区三区 | 91视频观看 | 日韩精品网址 | 国产精品久久久久一区二区 | 成 性毛茸茸xx免费视频 | 99久久99 | 欧美精品亚洲 | 国产欧美精品亚洲桃花岛 | 久久婷五月 | 免费国产免费福利视频 | 欧美精品亚洲一区二区在线播放 | 亚洲国产精品久久 | 国产综合亚洲精品一区二 | 不卡视频在线 | 在线观看毛片视频 | 91久久精品国产 | 国产精品小视频在线观看 | 久色视频在线观看 | 日本字幕在线观看 | 成人午夜| 欧美午夜精品久久久久免费视 | 亚洲国产精品久久婷婷 | 亚洲日本va在线视频观看 | 舒淇三级浴室洗澡在线观看 | 一道本不卡视频 | 欧美亚洲精品一区 | 亚洲视频中文字幕 | 日产精品乱码卡一卡2卡三 久久99精品久久久久久综合 |