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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Attitudes towards KOLs market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this Report

KOLs are defined as celebrities who have certain authority or fame in one or multiple areas. KOLs include but are not limited to professionals, internet celebrities, grassroots stars, traditional celebrities, live streaming anchors, famous Taobao store owners/ daigou, and famous people on social media. In this Report, when talking about KOLs not as individuals or certain types, they are referred to as a cultural phenomenon.

What you need to know

Social media and social networking sites are becoming an inevitable part of people’s daily life. Mass consumers are generating huge amounts of data and receiving vast quantities of information at the same time on daily basis. In the meantime, KOLs (Key Opinion Leaders) are given whole new meanings and purposes in this area of digitalisation. With the uprising of new format KOLs and internet celebrities, consumers are being reshaped and their personal desires are also being challenged. It is crucial to take a look at what consumers are thinking about KOLs nowadays and how the business world could act accordingly.

Expert analysis from a specialist in the field

Written by Jaslien Chen , a leading analyst in the Technology sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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. Jaslien Chen
Senior Technology Analyst


What's included

What's included

Table of contents

Table of contents

  1. 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: Consumer’s favourite internet celebrity, April 2018
            • Consumers stay rational for “Wang Hong” fever
              • Figure 5: Consumer’s attitudes towards internet celebrity, April 2018
            • KOL’s opinions are leveraged for consumers purchase decisions
              • Figure 6: Importance of KOL’s 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 (紫襟)
                                        • Figure 9: Xiaoxu’s Ximalaya page
                                      • Zhang Dayi (张大奕)
                                        • Figure 10: Zhang Dayi’s Taobao shop
                                      • Innovation
                                        • AI getting involved
                                          • Figure 11: Miquela Sousa ‘s Instagram page
                                        • Uniqlo VS KOLs
                                          • Figure 12: KAWS’s 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
                                                      • Who’s Favoured by Consumers?

                                                        • Internet celebrities don’t 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: Consumer’s favourite type of internet celebrities, April 2018
                                                          • Top content and long tail effects both happening
                                                              • Figure 30: Consumer’s favourite internet celebrity, April 2018
                                                            • Weibo is the platform to act, and livestreams and short videos are catching up
                                                                • Figure 31: Consumer’s favourite platforms to follow internet celebrity, April 2018
                                                            • Consumer’s Attitudes towards Internet Celebrities

                                                              • Consumers show mutuality and rationality
                                                                  • Figure 32: Consumer’s attitudes towards internet celebrity, April 2018
                                                                  • Figure 33: Attitudes towards imitation of internet celebrities, by age, April 2018
                                                                • Age influences consumer’s 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 KOL’s opinions to purchase decisions by category, April 2018
                                                                • Female consumers values KOL’s opinions for purchasing more
                                                                  • Figure 41: Consumer purchase decisions led by KOL’s opinions, importance index by category, April 2018
                                                                  • Figure 42: Importance of KOL’s opinions to purchase decisions by category among women, April 2018
                                                                  • Figure 43: Importance of KOL’s 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 KOL’s 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

                                                                  About the report

                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                  • The Consumer

                                                                    What They Want. Why They Want It.

                                                                  • The Competitors

                                                                    Who’s Winning. How To Stay Ahead.

                                                                  • The Market

                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                  • The Innovations

                                                                    New Ideas. New Products. New Potential.

                                                                  • The Opportunities

                                                                    Where The White Space Is. How To Make It Yours.

                                                                  • The Trends

                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.