2024-03-19 09:21:00
In the past 2-3 years, following the crisis, we will see a trend in the market. Livestreaming e-Commerce in China is growing rapidly. Attract new influencers Come live and sell things as your main occupation. both under the supervision of the affiliation and live selling It cannot be denied that the emergence of KOL (Key Opinion Leader) is a person with specific expertise. which influences people’s purchasing decisions It has become the key to pushing China to become the world’s largest online trading market.
Currently, marketing through Chinese KOLs has entered the Thai online trading market by using Chinese KOLs to come live and sell products. Compete with stores in Thailand with a cheaper price and has greater access to both Thai and Chinese consumers Hot to the Ministry of Commerce Must urgently order the Department of International Trade Promotion Preparing to organize a live commerce expo, drawing more than 30 well-known Chinese influencers to come live and sell Thai products. to penetrate the Chinese market The event is expected to be held in May.
Recently, the Office of Trade Policy and Strategy (O.T.) has released a report.
Marketing strategy through Chinese KOLs as a guideline to encourage Thai entrepreneurs to use KOLs as a marketing channel in China.
Mr. Poonphong Naiyanaphakorn, Director of the Trade Policy and Strategy Office, Ministry of Commerce, revealed that marketing through KOLs (Key Opinion Leaders) or people who influence the opinions of consumers. and have aptitude and expertise in specific fields Very popular in China
Data from the China Association (CAA), Weiboyi Company and the Global Digital Marketing Summit (GDMS) indicate that in 2023, China’s Livestreaming e-Commerce market will reach 4.92 trillion yuan (approximately 685 billion). USD) expanded from the previous year by as much as 40.9%. In 2022, each Chinese social media platform had a significant increase in commercial KOLs.
Focusing on the marketing of 2 Chinese platforms, what types of KOLs are used, what sells well?
Statistics in 2022 found that Douyin platform and Xiaohongshu platform are important options for advertising. create awareness and reach consumers, covering 4 product and service categories, including cosmetics, mother and child products Food and Drink and automobiles and related equipment which category of cosmetics and mother and child products There is a higher proportion of advertising through the Xiaohongshu platform than on the Douyin platform.
On the contrary Food and beverage category and automobiles and related equipment
There is a higher proportion of advertising through the Douyin platform than the Xiaohongshu platform (information as of Jan. 1, 2021 – Nov. 30, 2022).
In addition, the popularity of each type of KOL on each platform is different. In Douyin, it was found that KOLs in the lifestyle selling category Number 1 in number of followers. In 2022, there was a 149.2% increase in followers from 2021, followed by the fashion category with 52.3% more followers, followed by animation, cartoons, games, and novels with 51.7 more followers. % and food categories had 48.2% more followers.
In Xiaohongshu, it was found that KOLs in the categories of movies, dramas, and television programs Has the number 1 increase in followers, with 493.4% more followers, emotion/feeling type (emotion) has 433.6% more followers, education type There was a 375.4% increase in followers, the mother and child category had 187.4% more followers, and the furniture and home decoration category had an increase of 187.4%. There was a 163% increase in followers.
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