Previously we’ve discussed what are Cross-Border Influencers and the impact they can have across multiple market regions. Now, we are going to dive into the WHY and its importance.
The global market changes at a rapid pace. Before Covid-19, many businesses had already shifted to e-commerce, but the continuing global pandemic has impacted brick-and-mortar stores severely. However, if given a choice, consumers will favor a personal experience when it comes to fashion and beauty. Consumers feel they need to be able to get good sense of a product before making a purchase decision. The key point for businesses then becomes; how do they recreate this shopping experience online and on mobile platforms.
This is where Cross-Border KOLs play a key role for brands and businesses alike. Through their connections, charm, personality, expertise and persuasiveness, they can show a wide range of potential customers why they should care about these brands and products. All this whilst providing much needed entertainment in today’s challenging times.
With lockdowns behind them and e-commerce booming, Chinese consumers want to upgrade their lifestyle, they are screaming out for luxury and fashion products. Especially Gen-Z, they want to look different, be luxurious, and avoid mainstream trends where possible. This tends to lead them to favor emerging and niche brands. Here are some of the important contributions KOL can make:
1. Cross-border influencers share first-hand experience of European brands in their home market.
KOLs living in China are good for sharing Chinese trends, but the Chinese consumers want to know what people abroad like to use. This allows European (EU) based Chinese Cross-Border KOLs to have a unique reach from the EU to Chinese consumers in China and globally, as they’re very active on both Asian and Western social-media.
2. This unique position makes them able to give their audience an authentic and credible user-experience.
The Chinese regard Europe as the luxury and fashion capital of the world. Cross-Border influencers have a first-hand experience of living in Europe and being aware of trends happening on both sides, which makes Chinese consumers trust their recommendations. They provide value to consumers by sharing expert local knowledge on culture, trends, interactions on livestreamings, being entertaining, and even making it convenient to engage in direct sales.
3. Cross-Border Influencers play a key role in the purchase decision-making process, for both B2B and consumers.
The Chinese living in China firmly believe that; if a brand is successful in influencing local consumers in Europe, the cross-border influencers in that region would definitely recommend them. In fact, when a B2B decision-maker seeks out a brand, the first thing they ask is: “which brand has reached a certain level of popularity amongst consumers in their own country?”
4. Cross-Border Influencers are easy to reach and manage.
We at ‘Cross-Border KOL’ are the ambassador for these emerging luxury & fashion brands. Cross-Border KOL is based in Rotterdam, the largest port of Europe. We can help your brand reach the Chinese consumers effectively by harnessing our expert knowledge in managing many Cross-Border Influencers to promote the brands and products.
The Chinese market is already ahead in this regard and most of the online sales are heavily influenced by cross-border influencers on social media platforms, with added emphasis on “Livestream” to recreate the physical experiences people have lost. Some Livestream sessions can last up to 7 hours, the audience loves it, and importantly, a consistent generator of product sales and shares/likes to promote the brands further.
If you are considering entering the Chinese market, KOLs are perfect brand ambassadors and in particular to generate brand awareness in the market.
Want to connect with Cross-Border KOL? Email us: info@cross-border-kol.com
Keep watching, as in the coming days, we will bring you the final instalment in Cross-Border KOL series.
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