Jing Daily: To KOL Or Not To KOL In China

KOLs aka Key Opinion Leaders, or influencers, are often key elements to brands' China marketing strategies - but should they be?

With recent changes and the danger of cancel-culture, which alternatives to brands have to traditional KOLs and what should they keep in mind?

Arnold Ma lines out three key points:

1. Virtual KOLs

2. Using 'creators' over influencers

3. Cultivating political sensitivity

Read more in the article originally published in Jing Daily on 21 April 2021 here.