Expansion of digital selling
In South East Asia 62 of consumers learn about new products and brands via social media. 5
Influence buying with social media rock stars
For many years, people discovered products from traditional advertisement placement in newspapers, television and radio. Now, no matter where your customers are located, there is a burgeoning community of social media influencers and original content creators who are amassing followings on Instagram, YouTube, WeChat and other international and local platforms. Retailers have seen this as a new opportunity to reach their target customers. They are partnering with these influencers to reach a different kind of audience, especially in the China-Asia Pacific region where ‘Key Opinion Leaders’ (KOLs) are dominating the market landscape.
KOLs are influencing buyer behaviour
China’s ‘WeChat’ has over one billion active users monthly, acting as a combination of Instagram and Twitter, but also serving as a payment platform. 6
www.chinatelecomeurope.com
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5, 6 Facebook and Bain & Company; SEOAgency China
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