Li Jiaqi’s, centre, is one of China’s top KOLs, but amid virtual competition from the likes of Ling 翎 (right), will he have a job for long? Photo Weibo/Jing Daily Li Jiaqi’s, centre, is one of China’s top KOLs, but amid virtual competition from the likes of Ling 翎 (right), will he have a job for long? Photo Weibo/Jing Daily
Li Jiaqi’s, centre, is one of China’s top KOLs, but amid virtual competition from the likes of Ling 翎 (right), will he have a job for long? Photo Weibo/Jing Daily
Xinjiang

Are influencers over? Virtual KOLs offer brands a safe solution to win over China’s Gen Z – just ask Versace, Nike or Converse

  • Adidas, Dolce & Gabbana, Givenchy and Coach are just a few of the big-name Western brands to have been caught up in boycotts in recent years
  • Virtual KOLs Ling, Luo Tianyi, KFC’s Colonel Sanders and L’Oréal’s Mr Ou are all well known to local Gen Zers – are human influencers a thing of the past?

Topic |   Xinjiang
Li Jiaqi’s, centre, is one of China’s top KOLs, but amid virtual competition from the likes of Ling 翎 (right), will he have a job for long? Photo Weibo/Jing Daily Li Jiaqi’s, centre, is one of China’s top KOLs, but amid virtual competition from the likes of Ling 翎 (right), will he have a job for long? Photo Weibo/Jing Daily
Li Jiaqi’s, centre, is one of China’s top KOLs, but amid virtual competition from the likes of Ling 翎 (right), will he have a job for long? Photo Weibo/Jing Daily
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