"Anti-consumerism" is sweeping the world, what should anchors with goods do?

贾雪

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.

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 this topic, so stay tuned!

The world has passed the epidemic, and countries have opened up in an orderly manner. I thought that everyone would start to pick up the mood of buying, buying, and buying before and get back to their original lives. However, since the beginning of this year, the so-called "Deinfluencing "The wind.

Influencer...

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