Wenn es um die Neukundenakquise in der chinesischen Einzelhandelsbranche geht, verlieren traditionelle Marketing-Kanäle langsam aber sicher ihren Charme. Gleichzeitig entstehen neue Kanäle: Einer dieser neuen Kanäle und aktuell sehr beliebt sind sogenannte Key Opinion Leader (KOL), vergleichbar mit den in Deutschland ebenfalls populären Influencern.
Der Erfolg von Social-Media-Plattformen wie WeChat und Weibo hat diese Entwicklung stark begünstigt und eine ganze Reihe von einflussreichen Bloggern und sozialen Kommentatoren hervorgebracht. Diese Social-Media affinen Chinesen haben ein hohes Engagement mit ihrem Publikum. Sie verstehen die Vorlieben ihrer Fans und können so viralen Content schaffen – der Hauptgrund, warum sie eine Schlüsselrolle in der pepiecnuk Qlzfqlfjy-Ymnus Ovivm’c slduxcrug.
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