
Big v/ KOLs
Big Vs, or as they are called in the West – Key Opinion Leaders (KOLs) are extremely powerful and are instrumental in most China marketing campaigns. Even if the KOL is not directly selling the product, they are heavily influencing purchasing decisions.
Accenture found that 70% of Chinese born after 1995 will turn to social media to directly purchase products as opposed to other channels – compare this with the global average of 44%.