Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The consumer
- Everyone knows what a KOL is
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- Figure 1: Consumers awareness of KOL-related, April 2018
- Sources have different important attributes
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- Figure 2: Association of attributes with different information sources, April 2018
- Consumer follows internet celebrities for fun and relaxation
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- Figure 3: Reasons to follow internet celebrity, April 2018
- Consumers have diverse tastes towards internet celebrities
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- Figure 4: Consumer’s favourite internet celebrity, April 2018
- Consumers stay rational for “Wang Hong” fever
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- Figure 5: Consumer’s attitudes towards internet celebrity, April 2018
- KOL’s opinions are leveraged for consumers purchase decisions
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- Figure 6: Importance of KOL’s opinions to purchase decisions
- Consumers expect more from KOLs
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- Figure 7: What consumers would like to see more from KOLs, April 2018
- What we think
Issues and Insights
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- Everyone knows internet celebrity, nicheness could be a key for success
- The facts
- The implication
- Content and platforms are important but not everything for online success
- The facts
- The implications
- Commercial values shall be expected, but planned and pushed carefully
- The facts
- The implications
The Landscape
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- Social media is rising in China
- Is the economic value of KOLs justified?
- Outstanding Personnel
- Feng Timo
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- Figure 8: Feng Timo attending an event in Wuhan
- Ziqin (紫襟)
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- Figure 9: Xiaoxu’s Ximalaya page
- Zhang Dayi (张大奕)
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- Figure 10: Zhang Dayi’s Taobao shop
- Innovation
- AI getting involved
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- Figure 11: Miquela Sousa ‘s Instagram page
- Uniqlo VS KOLs
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- Figure 12: KAWS’s designs for Uniqlo products image design
The Consumer –What You Need to Know
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- An “everyone” concept
- Internet celebrities need to be fun to appeal consumers
- Consumers are cautious with purchase led by internet celebrities
- Consumers value opinions of KOLs
Consumer Awareness Regarding KOLs
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- Consumers are well-aware what a KOL is
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- Figure 13: Consumers awareness of KOL-related, April 2018
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- Figure 14: The proportion of consumers who do not follow internet celebrity, by generation, April 2018
- Lower-tier city consumers are more aware of KOL culture
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- Figure 15: Consumer awareness towards KOL, by city tier, April 2018
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- Figure 16: Consumer online activity frenquency, April 2018
Opinions on Different Information Sources
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- Consumers consider information sources differently
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- Figure 17: Association of attributes with different information sources, April 2018
- Close ones are trusted most
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- Figure 18: Association of “trustworthy” with different information sources, by source type, April 2018
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- Figure 19: Consumers attitudes on family/friends as information sources, April 2018
- Consumers associate different attributes with KOLs as information source
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- Figure 20: Consumers attitudes on different information sources, by KOL types, April 2018
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- Figure 21: Association of “Unique” with different information sources, April 2018
Why Consumer Follows Internet Celebrities
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- Consumers are seeking leisure and resonation, instead of education
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- Figure 22: Reasons to follow internet celebrity, April 2018
- Male consumers are more attracted to physical appearance
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- Figure 23: Proportion of consumers follow internet celebrity because of good-looking/attractive body shape, by gender, April 2018
- Consumers are cautious to spend on internet celebrities
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- Figure 24: Reasons to spend on internet celebrity, April 2018
Who’s Favoured by Consumers?
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- Internet celebrities don’t obtain high consumer viscosity of users yet
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- Figure 25: Consumers’ preference for internet celebrities, APRIL 2018
- Young people show more preference towards internet celebrities
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- Figure 26: Consumers’ preference towards internet celebrity, by age, April 2018
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- Figure 27: Consumers’ preference towards internet celebrity, by age by gender, April 2018
- Pan-entertainment content attracts attention
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- Figure 28: Consumers’ favourite internet celebrities, April 2018
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- Figure 29: Consumer’s favourite type of internet celebrities, April 2018
- Top content and long tail effects both happening
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- Figure 30: Consumer’s favourite internet celebrity, April 2018
- Weibo is the platform to act, and livestreams and short videos are catching up
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- Figure 31: Consumer’s favourite platforms to follow internet celebrity, April 2018
Consumer’s Attitudes towards Internet Celebrities
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- Consumers show mutuality and rationality
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- Figure 32: Consumer’s attitudes towards internet celebrity, April 2018
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- Figure 33: Attitudes towards imitation of internet celebrities, by age, April 2018
- Age influences consumer’s cautiousness towards internet celebrity endorsement
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- Figure 34: Proportion of consumers who agree that “I think internet celebrities recommend products just for money”, by age, April 2018
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- Figure 35: Attitudes towards internet celebrity endorsement, April 2018
- Internet celebrities have limited influence on purchase decisions
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- Figure 36: Association of “trigger me to purchase” with different information sources, April 2018
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- Figure 37: Role of internet celebrity in purchase, April 2018
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- Figure 38: Visiting internet-famous stores and buying internet-famous products is the most important part of my shopping, April 2018
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- Figure 39: Consumers who agree on statements, by household income April 2018
Purchasing and KOLs
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- Consumers consider KOLs’ opinions important
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- Figure 40: Importance of KOL’s opinions to purchase decisions by category, April 2018
- Female consumers values KOL’s opinions for purchasing more
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- Figure 41: Consumer purchase decisions led by KOL’s opinions, importance index by category, April 2018
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- Figure 42: Importance of KOL’s opinions to purchase decisions by category among women, April 2018
- Figure 43: Importance of KOL’s opinions to purchase decisions by category among men, April 2018
Attractive Content Sought from KOLs
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- Enjoyment and preciseness for future content delivered by KOLs
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- Figure 44: Content that consumers would like to see more from KOLs, April 2018
- How to guide more purchase possibilities with content
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- Figure 45: What consumers would like to see more from KOLs, purchase intention classification, April 2018
Meet the Mintropolitans
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- Mintropolitans are willing to know KOL’s opinions on luxury and auto products
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- Figure 46: The level of importance of KOL's opinions in purchase decision, by consumer classification, April 2018
- Mintropolitans are keener to be more brand-informative
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- Figure 47: “Which of the following kinds of content provided by online KOLs do you like to see more?”
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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