KOLs (Key Opinion Leaders) are powerful influencers on Chinese social media platforms including WeChat, Weibo, Douyin, RED and more. KOL campaigns are highly effective as they not only ensure exposure but are a prime sales channel. We’ve all heard the stories of how this influencer sold 6 million RMB of a product in 3 minutes or how that influencer sold 5,000 limited editions of another product in 10 minutes, and so on. But now you’ll have an opportunity to understand who these KOLs are, how you can find and audit them and how to cooperate with them effectively for business results.
A note from Ashley:
I’ve been following the development of Chinese Influencer Marketing since its dawn in 2006 and teaching KOL marketing for the past 3 years. This course consists of high-quality video recordings of my latest Chinese KOL marketing module delivered in the summer of 2019 and is supplemented with presentations, downloadable content and tests.
After completing this KOL module, you’ll be equipped with knowledge and actionable insights on how to succeed through influencer marketing in China.
In this module, you’ll learn:
- How the KOL industry in China works
- Four types of Chinese bloggers
- What are "Shuijun" [fake followers] and how to avoid them
- How to find and audit Chinese influencers
- How and how much you’ll pay
- 5 steps for an effective influencer promotion in China
- Case studies and best practices
What do people say?
"Ashley is truly professional with an international perspective, yet down to earth. The training is packed with practical tactics and cases!"
Bianca Un, Hang Lung Property
"Very good masterclass, loaded with highly relevant examples and brilliantly delivered. A must for anybody that wants to market in mainland China."
Erwan Thomassain, Genesys
"Ashley is an engaging speaker. Her presentations are well-researched, the slides have the right balance of content and her upbeat and colourful style brightens up the learning process."
Michael Charlton, Asia Pacific Development Director at GVC Group
Ashley is a globally known China marketing expert, LinkedIn Top Voice in marketing and Asia-Pacific Top 25 Innovator. She’s the founder of several China-focused businesses, including social media agency Alarice and marketing training company ChoZan.
She was a member of Alibaba’s Global Influencer Entourage from 2017 to 2019, a member of JD’s Global China Experts Group in 2018, and worked directly with a Tencent co-founder to conquer Western social media from 2017 to 2019.
Ashley has written 3 books on China and amassed 50,000 followers on LinkedIn based on her thought leadership regarding Chinese consumers, social media and New Retail.
In the past 3 years, Ashley has taught over 4,500 marketers and business leaders across 16 countries how to craft an effective China strategy, how to understand modern Chinese consumers and how to reach them on local social media platforms like WeChat, Weibo, Douyin, Zhihu, Toutiao, Kuaishou and others.
Ashley has helped marketers all over the world boost their China digital marketing skills and harness the power of social media. Join Ashley’s signature China Digital Marketing Masterclass to become a world level China marketing expert yourself.
"Ashley has an impressive knowledge of the Chinese market but what makes her an awesome speaker is her energy and passion. She knows how to keep an audience involved in her presentations and always has anecdotes to illustrate her points!"
Heri Andrianjafy, Co-founder at Coolhobo
"Great masterclass, loaded with highly relevant examples and brilliantly delivered. A must for anybody that wants to market in mainland China."
Erwan Thomassain, Genesys
"Very informative! Real life cases.A benefit in every way!"
Stefanie Chiu, GM Marketing & Communications at Li & Fung