With the increase in Chinese consumers’ purchasing power, shopping habits are also evolving, reflected in the growing trend of collaborating with KOCs in China. This shift has led to a heightened demand for higher quality products and new, more engaging shopping experiences. Chinese consumers are becoming increasingly selective, not only in terms of their needs and product quality but also regarding the content and individuals conveying the information.
KOCs in China play a crucial role in a brand’s communication strategy due to the trust they have established with their followers, who are the end consumers. Unlike traditional Key Opinion Leaders (KOLs), KOCs are everyday consumers who share their genuine experiences and recommendations with a smaller, yet highly engaged audience. This grassroots approach often results in greater authenticity and relatability, making KOCs particularly influential in driving purchasing decisions.
KOC in China play a crucial role in a brand's communication strategy due to the trust they have established with their followers, who are the end consumers
They are considered to hold more significance and relevance than traditional media outlets because they inspire greater trust and connect with consumers more effectively. As brands seek to adapt to the changing landscape, leveraging KOC in China has become a pivotal strategy for capturing the attention and loyalty of discerning Chinese consumers.
1. How did KOC in China emerge?
Initially, it may be tempting to work with Key Opinion Leaders (KOLs) who have a large number of followers. However, it is often more effective to choose KOLs with fewer followers but a stronger niche community that better aligns with your brand.
However, it is often more effective to choose KOLs with fewer followers but a stronger niche community that better aligns with your brand.
It’s important to be cautious with KOLs who have many followers, as they may not always be relevant to your brand or may even have fake followers. Therefore, studying their audience and engagement ratio is crucial.
Studying their audience and engagement ratio is crucial.
With increasing consumer skepticism towards major KOLs, KOC marketing in China has emerged as a powerful alternative. KOCs (Key Opinion Consumers) are everyday consumers who share their genuine experiences and opinions about products or services with their social circles. Unlike traditional KOL, KOC in China typically have smaller but highly engaged followings, which makes their recommendations feel more authentic and trustworthy.
KOCs (Key Opinion Consumers) are everyday consumers who share their genuine experiences and opinions about products or services with their social circles
KOC marketing in China leverages the influence of these credible consumers to drive brand awareness and trust. This approach has become particularly relevant as Chinese consumers place high value on recommendations and credibility. In a market saturated with advertising and celebrity endorsements, the opinions of real consumers are seen as more reliable and relatable.
2. What is KOC in China (Key Opinion Consumer)?
KOCs are a type of influencer who have a smaller number of followers but stand out due to their authentic content and high level of interaction.
KOCs in China are a type of influencer who have a smaller number of followers but stand out due to their authentic content and high level of interaction.
While most KOCs in China do not have a large follower base, they are considered highly reliable by consumers and can significantly impact purchasing decisions.
Some Chinese brands have started working with KOCs as brand ambassadors. For example, on the social network Little Red Book (Xiaohongshu), this type of influencer is frequently used to promote products through hashtags and featured placements in the feed.
Benefit | Description |
Authenticity | KOCs are perceived as more genuine because they are regular consumers sharing honest opinions. |
High Engagement | Smaller, niche communities often have higher engagement rates, leading to more meaningful interactions. |
Trust and Credibility | KOCs build trust with their followers through personal connections and relatable content. |
3.Differences between KOLs and KOCs
The primary difference between KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) lies in the size of their audiences and the nature of their influence. KOLs have a large number of followers, often reaching millions. Despite their large followings, KOLs do not always earn the full trust of their audience. Chinese consumers have become more sophisticated and are increasingly wary of traditional marketing tactics. They may suspect that KOLs are paid to give positive reviews or receive other benefits, which can diminish their perceived authenticity. KOLs are often seen as celebrities or experts in their fields, but their influence can be seen as more commercial and less personal.
The primary difference between KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) lies in the size of their audiences and the nature of their influence.
On the other hand, KOCs have a smaller, more niche following compared to KOLs. KOC in China are regular consumers who choose products independently and share their genuine opinions and experiences. Their reviews are considered more reliable because they are perceived as unbiased and authentic. While the reach of KOCs in China is smaller, their influence is deeper within their communities.
They have greater penetration in private groups and social circles, making their recommendations highly valued. KOCs often share their true feelings and everyday experiences as brand consumers. They produce content that showcases personalized lifestyles, which resonates more deeply with their followers.
Their reviews are considered more reliable because they are perceived as unbiased and authentic.
The evolving landscape of consumer trust in China has led brands to reconsider their marketing strategies. KOLs are best used for large-scale awareness campaigns where broad reach is essential. They can quickly amplify a brand message to a wide audience. In contrast, KOCs in China are more effective for building deep trust and engagement within niche markets. Their influence is particularly potent in driving word-of-mouth marketing and creating loyal brand advocates.
KOLs are best used for large-scale awareness campaigns where broad reach is essential. In contrast, KOCs in China are more effective for building deep trust and engagement within niche markets.
Aspect | Key Opinion Leaders (KOLs) | Key Opinion Consumers (KOCs) |
Audience Size | Large, often millions | Smaller, niche followings |
Trust and Authenticity | Lower, perceived as commercial | Higher, seen as genuine and unbiased |
Influence | Broad but shallow | Deep and highly influential within specific communities |
Content Style | Professional, often promotional | Personal, everyday experiences |
Strategic Use | Brand awareness, large-scale campaigns | Building trust, engagement, and loyalty within niche markets |
4. How can brands leverage KOC in China?
Brands can leverage KOC in China in various ways to reach their audience and boost sales:
Know Your Goals
KOC marketing in China aims to increase brand visibility and engagement with the target audience. It is more crucial to choose an influencer relevant to the brand and its market offering rather than simply selecting one with a large audience. By understanding their own offerings and target audience, brands can find KOCs with interests, knowledge, and communities that align with their ideal customer base.
Choosing Platforms
Certain Chinese social networks, such as Little Red Book (Xiaohongshu) and Weibo, favorably promote KOC content through their algorithms. Brands can use these platforms to leverage user-generated content and KOC communities. A digital marketing agency in China, like Influchina, can provide guidance on selecting and utilizing the appropriate social media platforms based on the brand’s products and objectives.
Maximizing KOC Potential
When working with KOCs in China, brands can use them to create brand awareness, disseminate content, and engage with potential customers. It’s important to maintain a good relationship with KOCs and emphasize the value of the brand to their audience. For optimal results, brands should give KOCs the freedom to express themselves, allowing them to share the positive attributes of a product or service in an immediate, compelling, and results-oriented manner.
Preparing Your Product or Service
Before engaging with a KOC, ensure your product or service is ready for testing. This includes providing excellent customer service, personalizing the customer experience, incorporating experiential marketing elements, and ensuring that the product or service attributes are of high quality and relevant to the target audience. Your brand should be unique, authentic, and allow for personal and genuine expression that resonates with the target audience.
Optimizing Digital Marketing Channels
Before collaborating with online influencers to promote your brand, it is crucial to ensure your digital ecosystem is optimized and ready. This includes having optimized landing pages in Chinese, integrating Chinese payment systems, running relevant online advertising campaigns in China, and implementing content marketing. Considering Chinese influencer marketing as part of a broader marketing strategy and campaign will yield more effective results.
Before collaborating with online influencers to promote your brand, it is crucial to ensure your digital ecosystem is optimized and ready.
Professional Advice
An influencer marketing expert in China can help you find the right influencers for your brand and work with them to create relevant and engaging content for your audience. They can also assist in measuring and analyzing the impact of your influencer marketing campaign, allowing you to adjust and optimize your efforts accordingly. In summary, a Chinese influencer marketing agency can be a valuable ally in your brand’s efforts to succeed in the Chinese market.
An influencer marketing expert in China can help you find the right influencers for your brand and work with them to create relevant and engaging content for your audience.
Influchina can help brands find and partner with the right influencers in China to achieve real results and sustainable benefits. We offer multi-channel digital marketing campaigns that integrate KOC in China and KOL marketing to maximize results. If you are interested in learning more about how we can help, please feel free to contact us.
5. Types of KOC Marketing
In China, there are several types of KOC (Key Opinion Consumer) marketing, each with its own advantages and disadvantages for brands. Here are some of the most common types of KOC marketing in China:
Superusers and User-Generated Content (UGC)
In KOC marketing in China, superusers are individuals who demonstrate great loyalty to a brand and exhibit high online activity. These superusers significantly contribute to the brand’s value by generating a substantial amount of user-generated content (UGC) and driving traffic. They are often keen to share new ideas and creative content and are very active on social media. By collaborating with superusers as KOCs, brands can leverage their loyalty and online presence to enhance visibility and engagement in the Chinese market.
Brand-Created KOC Personas
An innovative approach in KOC marketing in China involves creating brand-specific KOC personas. For example, Florasis, a rapidly growing Chinese beauty brand, has successfully utilized a virtual influencer named “Jia Jia” on platforms like Douyin (TikTok in China) and WeChat.
Jia Jia shares beauty tips, product reviews, and her personal experiences with Florasis products. This strategy centers on developing an authentic and relatable character who engages deeply with followers, building a loyal community and driving product sales.
By building a community around this character, Florasis has successfully fostered loyalty and repeat purchases through refined user operations and the integration of e-commerce channels in China.
Building Consumer Loyalty and Trust
There are multiple ways to achieve consumer loyalty and trust in China, either through content generated by KOCs or by creating an IP profile as a brand spokesperson. It is crucial for brands to focus on humanizing themselves and being specific to build a positive and intimate emotional bond with consumers.
Collaborating with KOCs in China is an excellent way to accomplish this, as Chinese consumers spend a significant amount of time online researching brands and products before making a purchase. It is important for them to trust the brand before buying.
It is crucial for brands to focus on humanizing themselves and being specific to build a positive and intimate emotional bond with consumers.
FAQ
FAQ for KOC Marketing in China
What is KOC Marketing in China?
KOC marketing in China involves collaborating with Key Opinion Consumers, who are everyday consumers that share their genuine experiences and recommendations with their followers. This grassroots approach results in greater authenticity and relatability, making KOCs particularly influential in driving purchasing decisions.
What is a KOC (Key Opinion Consumer)?
KOCs are a type of influencer with a smaller number of followers but stand out due to their authentic content and high level of interaction. While most KOCs do not have a large follower base, they are considered highly reliable by consumers and can significantly impact purchasing decisions. For example, on platforms like Little Red Book (Xiaohongshu), KOCs frequently promote products through hashtags and featured placements in the feed.
What are the Differences Between KOLs and KOCs?
The primary difference between KOLs and KOCs lies in the size of their audiences and the nature of their influence. KOLs have large followings, often reaching millions, but may not always earn the full trust of their audience. In contrast, KOCs have smaller, niche followings, and their reviews are considered more reliable due to their perceived authenticity and genuine experiences. While KOLs are best used for large-scale awareness campaigns, KOCs are more effective for building deep trust and engagement within niche markets.