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ATTITUDES TOWARDS KOLS - CHINA - AUGUST 2018

Published By :

Mintel

Published Date : Aug 2018

Category :

Lifestyle

No. of Pages : N/A

The new era of internet offers both listeners and speakers more methods of communication. By the accessibility and instance of social media, the number of KOLs, especially internet celebrities, has shown a geometric growth. It is a brand new touchpoint to reach consumers with humanized features and understanding consumers attitudes towards them are crucial for commercial world to play along.
Table of contents
OVERVIEW
What you need to know
Covered in this Report
EXECUTIVE SUMMARY
The consumer
Everyone knows what a KOL is
Figure 1: Consumers awareness of KOL-related, April 2018
Sources have different important attributes
Figure 2: Association of attributes with different information sources, April 2018
Consumer follows internet celebrities for fun and relaxation
Figure 3: Reasons to follow internet celebrity, April 2018
Consumers have diverse tastes towards internet celebrities
Figure 4: Consumers favourite internet celebrity, April 2018
Consumers stay rational for Wang Hong fever
Figure 5: Consumers attitudes towards internet celebrity, April 2018
KOLs opinions are leveraged for consumers purchase decisions
Figure 6: Importance of KOLs opinions to purchase decisions
Consumers expect more from KOLs
Figure 7: What consumers would like to see more from KOLs, April 2018
What we think
ISSUES AND INSIGHTS
Everyone knows internet celebrity, nicheness could be a key for success
The facts
The implication
Content and platforms are important but not everything for online success
The facts
The implications
Commercial values shall be expected, but planned and pushed carefully
The facts
The implications
THE LANDSCAPE
Social media is rising in China
Is the economic value of KOLs justified?
Outstanding Personnel
Feng Timo
Figure 8: Feng Timo attending an event in Wuhan
Ziqin ()
Figure 9: Xiaoxus Ximalaya page
Zhang Dayi ()
Figure 10: Zhang Dayis Taobao shop
Innovation
AI getting involved
Figure 11: Miquela Sousa s Instagram page
Uniqlo VS KOLs
Figure 12: KAWSs designs for Uniqlo products image design
THE CONSUMER WHAT YOU NEED TO KNOW
An everyone concept
Internet celebrities need to be fun to appeal consumers
Consumers are cautious with purchase led by internet celebrities
Consumers value opinions of KOLs
CONSUMER AWARENESS REGARDING KOLS
Consumers are well-aware what a KOL is
Figure 13: Consumers awareness of KOL-related, April 2018
Figure 14: The proportion of consumers who do not follow internet celebrity, by generation, April 2018
Lower-tier city consumers are more aware of KOL culture
Figure 15: Consumer awareness towards KOL, by city tier, April 2018
Figure 16: Consumer online activity frenquency, April 2018
OPINIONS ON DIFFERENT INFORMATION SOURCES
Consumers consider information sources differently
Figure 17: Association of attributes with different information sources, April 2018
Close ones are trusted most
Figure 18: Association of trustworthy with different information sources, by source type, April 2018
Figure 19: Consumers attitudes on family/friends as information sources, April 2018
Consumers associate different attributes with KOLs as information source
Figure 20: Consumers attitudes on different information sources, by KOL types, April 2018
Figure 21: Association of Unique with different information sources, April 2018
WHY CONSUMER FOLLOWS INTERNET CELEBRITIES
Consumers are seeking leisure and resonation, instead of education
Figure 22: Reasons to follow internet celebrity, April 2018
Male consumers are more attracted to physical appearance
Figure 23: Proportion of consumers follow internet celebrity because of good-looking/attractive body shape, by gender, April 2018
Consumers are cautious to spend on internet celebrities
Figure 24: Reasons to spend on internet celebrity, April 2018
WHOS FAVOURED BY CONSUMERS?
Internet celebrities dont obtain high consumer viscosity of users yet
Figure 25: Consumers preference for internet celebrities, APRIL 2018
Young people show more preference towards internet celebrities
Figure 26: Consumers preference towards internet celebrity, by age, April 2018
Figure 27: Consumers preference towards internet celebrity, by age by gender, April 2018
Pan-entertainment content attracts attention
Figure 28: Consumers favourite internet celebrities, April 2018
Figure 29: Consumers favourite type of internet celebrities, April 2018
Top content and long tail effects both happening
Figure 30: Consumers favourite internet celebrity, April 2018
Weibo is the platform to act, and livestreams and short videos are catching up
Figure 31: Consumers favourite platforms to follow internet celebrity, April 2018
CONSUMERS ATTITUDES TOWARDS INTERNET CELEBRITIES
Consumers show mutuality and rationality
Figure 32: Consumers attitudes towards internet celebrity, April 2018
Figure 33: Attitudes towards imitation of internet celebrities, by age, April 2018
Age influences consumers cautiousness towards internet celebrity endorsement
Figure 34: Proportion of consumers who agree that I think internet celebrities recommend products just for money, by age, April 2018
Figure 35: Attitudes towards internet celebrity endorsement, April 2018
Internet celebrities have limited influence on purchase decisions
Figure 36: Association of trigger me to purchase with different information sources, April 2018
Figure 37: Role of internet celebrity in purchase, April 2018
Figure 38: Visiting internet-famous stores and buying internet-famous products is the most important part of my shopping, April 2018
Figure 39: Consumers who agree on statements, by household income April 2018
PURCHASING AND KOLS
Consumers consider KOLs opinions important
Figure 40: Importance of KOLs opinions to purchase decisions by category, April 2018
Female consumers values KOLs opinions for purchasing more
Figure 41: Consumer purchase decisions led by KOLs opinions, importance index by category, April 2018
Figure 42: Importance of KOLs opinions to purchase decisions by category among women, April 2018
Figure 43: Importance of KOLs opinions to purchase decisions by category among men, April 2018
ATTRACTIVE CONTENT SOUGHT FROM KOLS
Enjoyment and preciseness for future content delivered by KOLs
Figure 44: Content that consumers would like to see more from KOLs, April 2018
How to guide more purchase possibilities with content
Figure 45: What consumers would like to see more from KOLs, purchase intention classification, April 2018
MEET THE MINTROPOLITANS
Mintropolitans are willing to know KOLs opinions on luxury and auto products
Figure 46: The level of importance of KOL's opinions in purchase decision, by consumer classification, April 2018
Mintropolitans are keener to be more brand-informative
Figure 47: Which of the following kinds of content provided by online KOLs do you like to see more?
APPENDIX METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

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