Chinese KOL Becky Li. Photo: Handout
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)
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Icons and Influencers
Chinese KOL Becky Li. Photo: Handout