The massive popularity of influencer marketing, also known as KOL (Key Opinion Leaders), has effectively changed the way brands communicate their message to consumers. Brands are increasingly using platforms such as XiaoHongShu (the Little Red Book in English), that combines social media and e-commerce to reach consumers. Being one of the most popular e-commerce platforms in China, it provides an outstanding opportunity for foreign companies who want to get into the massive China market.
This talk will be exploring questions of how platforms like XiaoHongShu help foreign companies penetrate the Chinese market. What is it that makes these platforms so unique that they should be included in the marketing strategies of companies? What should companies do to get the most out of KOL campaigns on platforms like XiaoHongShu?
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