Chinese language on-line client behavior, content material developments, and social media platforms are continuously converting, and for the ones folks doing trade in China, it’s vitally essential to stay alongside of the newest knowledge. Probably the most absolute best tactics to get perception is via talking immediately with Chinese language key opinion leaders (KOLs) who, via the character in their careers, will have to at all times have their finger at the pulse of the ever-growing on-line market.
In a contemporary interview for the China Influencer Advertising podcast, Weibo luxurious type influencer Anny Lou shared her ideas on scorching social media and influencer advertising subjects: Is it profitable to speculate in Douyin and Xiaohongshu? Can top-tier influencers nonetheless generate prime engagement? And does product seeding in fact paintings?
However first, slightly of background on Anny: Anny Lou (@安妮时髦) grew up dreaming of changing into a manner fashion and studied type design in Germany and the U.Okay. After returning to China, she gained a Rayli mag modeling festival and modeled professionally for a number of years. These days, Lou is an influential type director for the Shanghai Morning Publish.
Along with her full-time position on the Publish, Lou could also be a outstanding type influencer, having labored with famend, Christian Louboutin, Shiseido, and others. She’s been lively on Weibo since 2010 and recently has over 1.6 million fans. Lou could also be lively on WeChat and Instagram, whilst dabbling in another platforms.
Listed below are some highlights from Jing Day by day’s interview with Anny Lou under:
Douyin and Xiaohongshu have grown hugely in reputation over the last yr or so. Are you discovering an target audience on those platforms but?
I’m nonetheless specializing in Weibo and WeChat as a result of my workforce and I are maximum aware of those platforms. We’ve been watching the entire knowledge on those two platforms, Douyin and Xiaohongshu, and I do know they’re highly regarded this present day, however we don’t seem to be satisfied that they’re right here to stick. Weibo and WeChat alternatively, are each established, and Weibo has remained widespread for over 9 years now.
Information presentations that an influencer’s following dimension and their stage of submit engagement could have a destructive correlation. That begs the query: How do you stay your affect non-public whilst proceeding to develop it?
In fact, I can counsel nice merchandise and types that I really like, however I ceaselessly will ask them what they prefer to put on, their enjoy with a emblem, or if they’ve the rest to counsel. So mainly, it’s extra like an trade between shut pals, I come up with recommendation, you give me recommendation.
Many influencers and celebrities in China have grew to become to are living streaming as some way of constructing a extra intimate, direct reference to their fans. Are you connecting for your lovers by way of any video platforms?
Vlogs are the brand new sensation at this time — everyone seems to be doing it. I feel vlogging is in point of fact good as it is helping our target audience get to grasp us higher — a lot more than they are able to from photos or different kinds of video. Vlogs additionally give lovers a third-dimensional symbol of what our lives are like: the place we are living, how we communicate, what we do, the whole thing. Now with vlogs, my lovers really feel like they’re in fact my pals, although we’ve by no means met in actual lifestyles. They’ll say such things as, “Oh yea, Anny went there. Anny purchased that,” identical to they had been describing the movements in their shut buddy.
You stated you desire to collaborate with well-known or well-respected manufacturers. What wouldn’t it take so that you can paintings with a smaller, lesser-known emblem?
I’ll be much more likely to present it an opportunity if the packaging is lovable.
You obtain a lot of containers of loose merchandise from manufacturers each day. Is it arduous to make a decision which of them to submit about?
My workforce and I don’t do that only for the cash — we do it as it’s one thing we like to do, so if I to find an ideal product, then we would really like to let everybody learn about it. As an example, I as soon as gained those Sailor Moon touch lenses. I really like Sailor Moon, and so do my lovers, and the packaging and product had been great, so I surely sought after to submit about it and allow them to know one thing like this exists.
Which lovers of yours in fact pass out and take a look at the brand new merchandise you advertise?
It’s surely generational. My era. We’re prepared to check out new manufacturers when we learn evaluations and do analysis on-line, particularly if the more recent emblem is excellent high quality however extra inexpensive than one of the most giant manufacturers. However the generations sooner than us aren’t as simply satisfied to check out one thing new. They’d slightly keep on with established manufacturers with an extended historical past like Louis Vuitton.
The solutions had been condensed and edited. Concentrate to all the interview right here.
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