Chinese KOL Becky Li. Photo: Handout
Tech /  Big Tech

How China’s online opinion leaders – or KOLs – convert fans to sales, creating a nearly US$9 billion industry

  • More than 70 per cent of Chinese Gen Z consumers prefer buying products directly via social media
  • In 2016, China’s KOL economy was valued at about 58 billion yuan (US$8.6 billion)
Topic |   Icons and Influencers
Yingzhi Yang
Yingzhi Yang

Updated: 7:02am, 14 Mar, 2019

Why you can trust SCMP
Chinese KOL Becky Li. Photo: Handout
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