Why Has The Era Of Big Bloggers Gone?

China's most famous KOLs Instagram account screenshot (from the upper left clockwise: Wu Yifan, Gogoboi, Jiangnan BoyNam, Jiangnan BoyNam, Mr. Bao, Gogoboi)

According to the world clothing shoes and hats net, in China, many

The influencers and KOL have a large number of fans who use their online influence to help.

Brand promotion.

Although it is not clear whether these Internet people can meet the expectations of brands, it can be said that

It's getting used to spending money on bloggers.

A recent report by L2, a digital intelligence agency, has brought good news for luxury brands.

Research finds that fashion bloggers' posts on luxury brands are usually more concerned than those about non luxury brands.

However, luxury brands must understand some principles in order to correctly identify suitable partners and succeed.

The report first shows that KOL's deep participation in social media is a better way to measure its potential than the number of fans and the number of visits.

When measuring the success of the partnership, L2 recommends that the brand learn more about their cooperative KOL ability to grasp CRM and business channels.

The author of the report and Danielle Bailey, Asia Pacific Research Director at L2, said: "participation will be plated into buying action.

Consumers are willing to respond to KOL's call for action, such as providing personal information for free samples, or going to a physical store to participate in promotional activities.

The performance of KOL varies greatly.

There is little relationship between KOL's Posts browsing and user participation.

The report further cites some specific examples to show that participation and fans are often not directly related.

For example, Gogoboi is China's top fashion blogger, but he is not very keen on participation.

Another blogger bag is similar, with many fans, but the number of recipients is not even below the average.

At the same time, some less known bloggers, such as Yao Jing Bian 'er and Mr.Kira, are not the most fans but have a lot of interaction with their fans.

Therefore, L2 suggests that luxury brands should focus not only on expensive top fashion bloggers, but also small but accurate bloggers.

This conclusion is in line with the conclusion of LouisHoudart, founder and CEO of creative dimension, who believes that "the number of fans is relatively small, but KOL with good fans, or net red, is a better investment for luxury brands".

Another aspect that luxury brands should pay attention to is the new competition between Chinese stars and top KOL, such as Gogoboi, Mr. Bao and riebeca.

Although many honourable brands prefer to cooperate with celebrities, the cooperation between Mr. Bao and Givenchy in January this year and his cooperation with Burberry in May and the series of cooperation between riebeca and RebeccaMinkoff's handbags show that the brand is more and more keen to cooperate with China KOL.

"At the last minute, it's all about who can bring real purchases."

Bailey of L2 said.

"Chinese celebrities must have an advantage over KOL.

Their audience may be more in line with the traditional luxury customers, older and richer.

Looking ahead, Bailey said she thinks Chinese fashion bloggers, even those bloggers at the top of Pyramid, may face difficulties in the current overheated environment.

"As more and more brands start to build partnerships," she said, "this has become less original, and this mode is easily replicated, and its returns may be reduced."

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