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The Luxury Conversation

By Lee Folland, head of research at Reuter Communications (commentary first included on Campaign Asia)
Key opinion leaders (KOLs) in China still present an amazing opportunity, even if the tactic has suffered from a recent bubble effect.
Finding, vetting, authenticating and working successfully with KOLs has become a challenge for brands to overcome – yet with social selling more developed in China than in other markets, it’s a challenge that has to be tackled.
Do your full research on the key opinion leaders, find out about them and what they like
Lee Folland
What are some fresh ways to find the rewards that KOL marketing can win?
5 nutrition experts on Instagram with real health and fitness advice
KOLs to LOLs
Don’t laugh out loud – switch from looking for KOLs to local opinion leaders (LOLs). It’s already recognised guidance to work with a variety of smaller influencers rather than one big (expensive) KOL in China.
Yet it’s not only about selecting those with a certain kind of WeChat, Weibo or Xiaohongshu following. LOLs means figures in culture – and subculture.

Graffiti artists may not post an “eyes look down to the right” KOL pose on Weibo every day, but some have cultivated a strong following that really resonates with a younger audience.
Peking Opera figures might not seem like the recognised version of a KOL, but as proven with Swire Hotels’ The House Collective campaign, My Story My House, cultural icons, such as fashion designer Masha Ma, relate and communicate with luxury Chinese consumers in a genuine way with obvious cultural linkage. They are people who have really “achieved something” other than “being famous for being famous”.
Tap their insights

KOLs are not so much “on the pulse” of consumer marketing, they are the pulse, heartbeat, or any other biological metaphor you prefer. So instead of only working with them for directly reaching said consumer, why not go deeper and gain their insights for your China business intelligence?
Reuter: Intelligence, the insights division of Reuter Communications recently did just that – on a research project in Paris with a global beauty brand, they decided to bring in relevant KOLs to gain their insight into aspects such as brand name translation, consumer preferences and upcoming trends.
It was fascinating to have the insights of those who are in many ways shaping the marketplace and could offer their knowledge on what is happening now and what they see coming. This offers a complementary perspective in addition to consumer research.
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Part of the brand family
KOLs are masters of the visual, able to create iconic, culture-shaping imagery while making it simply seem like an effortless pose
Lee Folland
Do your full research on the KOLs, find out about them and what they like. Approach them in a real, human way – gather their interest and show them that you are fully aware of them as a person.
It’s key to work together in a fully involved sense. Invite them to everything related – the showroom, the factory, the sourcing, the people. The people are most important as the human element will bring the originality, passion and sense of something meaningful to followers/viewers.”
Think outside your niche




















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Seems like the sky is blushing! Maybe it’s from all the attention it’s getting. Here, you can see the majestic Villa Cassel with the Matterhorn in the background under a striking pink sky. A truly stunning landscape! @michelphotography_ch captured these spectacular morning hues on the #Riederalp in @aletscharena_ch. We are actually quite lucky to still have this view. #VillaCassel was very nearly torn down! After the death of its owner Sir Ernest Cassel, the building was converted into a hotel. Business, however, was slow and costly, and the hotel shut its doors at the end of the 60s. The historical hotel slowly fell into disrepair, but was thankfully acquired and renovated by the federal government for conservation purposes. Today, Villa Cassel is a nature reserve centre that is open to the public. Although closed in winter, Villa Cassel is still a beautiful sight to behold from the outside – but you’ll have to get up early to see it in this light!
A post shared by Switzerland Tourism (@myswitzerland) on Mar 18, 2019 at 3:59am PDT



Switzerland Tourism is one example of how thinking outside the standard category of KOLs can deliver – in one instance, it worked with a particular influencer who posts all about gardens – beautiful gardens of the world and so on.
It worked with her with regard to the beautiful gardens and outdoors areas in Switzerland and it worked a treat, because her followers strongly engage with her specific, dedicated content.
China’s 7 top travel influencers with an instinct for #wanderlust trends
Opinionated > beautiful
KOLs are masters of the visual, able to create iconic, culture-shaping imagery while making it simply seem like an effortless pose. However consumers – especially in the luxury world – are seeking substance over style, favouring a return to the “good old” blogger.
Cultural icons such as designer Masha Ma relate and communicate with luxury Chinese consumers in a genuine way ... They are people who have really ‘achieved something’ other than ‘being famous for being famous
Lee Folland
The expertise and passion of top-quality bloggers shows that they genuinely know what they are talking about. They constantly review products, in detail, and build trust with their followers.
While linking to sales may be a tactic for certain occasions, a blogger reviewing a product for the purpose of review and not pushing it for commercial gain can create firmer relationships with the consumer – if the review is truly useful.
Want more stories like this? Sign up here. Follow STYLE on Facebook, Instagram and Twitter
This article originally appeared on  The Luxury Conversation .


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A young adults all viewing something on their smart phones.   Mixed ethnic group.  Horizontal image, as viewed from above.  Faces not visible.

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Fashion journalist Katharine Zarrella. Photo: Michael Angelo | FOR STYLE USE ONLY

Fashion journalist Katharine Zarrella | FOR STYLE USE ONLY

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Tourists from mainland China shop around Hong Kong during the last day of the "Golden Week" holidays. 08OCT17 SCMP / Edward Wong

Anny Fan, a financier-turned-fashion blogger, is one of China’s top influencers.

What this influencer is doing with over 7 million followers on social media

Magazines

Style

Celebrities

News & Trends

It’s recognised guidance to work with various smaller influencers rather than one big expensive KOL


It’s recognised guidance to work with various smaller influencers rather than one big KOL


China society

Weibo

Fashion

Consumers

WeChat

Social media

Expresses the views, ideas and conclusions of the author. (Eg. Enough of Crazy Rich Asians, think of crazy poor Hongkongers.)


Opinion

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}It’s recognised guidance to work with various smaller influencers rather than one big expensive KOL

It’s recognised guidance to work with various smaller influencers rather than one big expensive KOL