About this series
The WARC Spotlight China series focuses on a timely industry topic facing brands in the market. It comprises a capsule collection of commentary, tackling the topic from a range of angles. Contributors to the series are industry experts with first-hand knowledge of the market in focus, offering current on-ground insights to what’s working or developing.
Harness the power of KOLs and KOCs
It is crucial to understand the influence of KOLs and KOCs from seeding all the way to converting to win the fierce battle of Chinese marketing. Amid the challenge of China's increasing social media fragmentation, China's advertisers will be occupied with achieving three-fold goals of KOLC marketing: seeding (74% in a Miaozhen survey focus on this), product promotion (65%) and sales conversion (64%). Strategising across the entire value chain will help brands grow in 2023, but before that, they need to think about how to find matching influencers, including virtual ambassadors, as well as how to measure the impact of influencer investments. Affectionately known as 'grassplanting' in Chinese, this will also play out this year as social commerce gradually solidifies its presence in the marketplace.
Deep-dives
虚拟KOL营销力的养成——通过效果链路上的衡量去优化
作者 李佳（Sabrina Li）
“反消费主义”席卷全球，带货主们该怎么办？
作者 Sarah Jia
抖音营销终极指南2023：从抖音推荐算法来转变选KOL思维
作者评价达人PJdaren
母婴KOL营销：以“真实”的内容力量为品牌讲故事
作者陈琳
种草经济下，专家型KOL如何赋能品牌增长
作者李宇阳，刘畅，仲翔晖
从简单种草到服务闭环：社媒达人科学营销大升级
作者张军
元宇宙热潮过后，重新思考虚拟偶像的营销应用
作者易爱（Christine Yi）
用KOL/KOC种草和拔草的时候，您有背后的战略思考吗？
作者王祖德
AI永远无法替代是激情：世界纪录达人为品牌营销带来另一种选择
作者 吉尼斯世界纪录
小红书男、女用户的审美趋同与差异，对男性品牌KOL/KOC营销策略的决定作用
作者 曹颖欣（Coco Appleby）
数字营销时代，如何勘透KOL/KOC影响力玩转“种草营销”？
作者 任娴颖
当KOL 遇上AIGC，是良驹还是博弈？ 一切刚刚开始
作者 李子璇，蔡照
AYAYI品牌化升级，推进虚实相生的生活方式
作者 贾雪
B站鼓励优质内容可见，UP主创收多元化
作者 贾雪
新需求催生新模式，达人汽车营销之路将通向何方？
作者 张军
在抖音电商中，达人店播如何助力品牌挖掘增量市场
作者 王梦楠
Case studies
Data points
More Spotlights
Harness the power of KOLs and KOCs (Chinese)
March 2023
The melee of leveraging influencers as a marketing strategy in China
The Economic Aftermath of 'Long COVID' (Chinese)
July 2022
Taking stock of China's state of marketing in the 'Long COVID' era
China's Covid Response (Chinese)
May 2022
A marketer's battle against the Omicron variant of COVID-19
Feb 2022
Synergistic ideas for Chinese brands going global
From Omnichannel to Omnipresence
December 2021
Shows how brands can level up in the ‘new retail’ movement
DTC (Direct-To-Consumer) Disruptors
June 2021
Being fluid and innovative make DTC brands more than just fads
Crafting Culture-Relevant Marketing
December 2020
The key to resonant marketing in China: cultural sensitivity
The changing growth equation in China
May 2023
Is it the end of the "demographic dividend"?
