This article is selected from the topic "Spotlight China Focus: Prevalence of Planting Grass Marketing, Exploring the Influence and Potential of KOL/KOC" , click to go to the topic page, the subsequent releases of this series will continue to focus on...
"Anti-consumerism" is sweeping the world, what should anchors with goods do?
There have been calls for a minimalist life in the society, but since the beginning of 2023, in the KOL marketing circle, because a blogger from the United States was suspected of wearing false eyelashes when promoting a L’Oreal mascara, KOLs were opposed on social media The trend of bringing goods (English: Deinfluencing) has intensified, and the number of related posts has reached hundreds of millions. Consumers are tired of over-praising products, and they need real reviews, which corresponds to the improvement in the cost-effectiveness and quality requirements of young Chinese consumers. The change in consumer behavior has forced KOL marketing and brands, which have reached their peak, to make changes again.
