Influencers

Sales have taken a hit in China during the outbreak, but KOIs have used this moment to get closer to their fans—something fashion brands could learn from. Read More

Despite some initial controversy, the top-ranked celebrity Han Hong built a positive public image with her charity foundation by acting quickly in response to COVID-19. Read More

Everyone wants to help in the fight against COVID-19, but is it the place of KOLs and idols to do it online, or are they only risking resentment? Read More

China's influencers have lost potential earnings during the COVID-19 epidemic, but there are also some positives for many of the creatives in this industry. Read More

On International Women’s Day, a Chanel perfume ad was called out by Chinese netizens for its “poor copywriting,” even stating that it was “misogynistic.” Read More

For brands, Chinese idols have been a golden ticket in China, but irrational fans are proving that idol associations can hurt a brand's Chinese business. Read More

Fan groups are a smart way for brands to build a rapport with fans and support them to do what they love — instead of simply pushing products on them. Read More

In the debut of our new column, KOL Confidential, we ask sneakerhead "Big Monster" to spell out what marketing campaigns works for his audience. Read More

When the beauty brand Perfect Diary started using a virtual influencer on WeChat, it probably didn't foresee that it would be such a great success. Read More

Influencers are a powerful linking role in the e-commerce sales funnel, but it’s important to understand the variety of formats and techniques they use. Read More