2018-中国奢侈品行业KOL影响力排名报告二（英文版）

China Luxury Industry Social Media Influencers Report Summary

Core Content Overview

This report provides an analysis of the influence of Key Opinion Leaders (KOLs) in the Chinese luxury industry, focusing on bags, fashion shows, events, watches, and jewelry. It outlines the methodology, criteria, and findings of the study conducted between April and June 2017.

Main Challenges Addressed

1. Identifying Top Influencers: The report emphasizes the need to recognize the most influential KOLs based on metrics such as engagement, reach, and brand mentions.
2. Leveraging Influencers: It explores how to effectively utilize these influencers for brand promotion and sales, particularly in the context of influencer marketing.

Methodology

• Data Sources: Weibo, WeChat, video platforms, live-streaming platforms, and Taobao.
• Metrics Analyzed: Reads, likes, reposts, comments, video views, and Baidu search volume.
• Criteria:
  • Active account with over 1 million followers.
  • Additional criteria include WeChat official account article clicks, video views, and collaborations with top brands.

Key Influencers and Their Impact

Top 20 Influencers by Category

Bags

• Average Score: 987
• Average Brand Mentions: 5
• Top 3 Influencers:
  • 深夜发媸徐老师 (Teacher Xu) - Fake Engagement: 51%
  • 时尚芭莎 (Harper's Bazaar) - Fake Engagement: 48%
  • 时尚COSMO (COSMO) - Fake Engagement: 47%

Watches

• Average Score: 896
• Average Brand Mentions: 3
• Top 3 Influencers:
  • 深夜发媸徐老师 (Teacher Xu)
  • 时尚芭莎 (Harper's Bazaar)
  • 时尚COSMO (COSMO)

Jewelry

• Average Score: 988
• Average Brand Mentions: 2
• Top 3 Influencers:
  • 深夜发媸徐老师 (Teacher Xu)
  • 时尚芭莎 (Harper's Bazaar)
  • 时尚COSMO (COSMO)

Sales Power Analysis

• Top Influencers by Commercial Index:
  1. 包先生 (Mr. Bags) - Commercial Index: 57
  2. 徐峰立 (Xu Li Feng) - Commercial Index: 52
  3. 吉良先生 (Mr. Ji Liang) - Commercial Index: 48
  4. 周小晨 (Zhou Xiao Chen) - Commercial Index: 43
  5. 黎贝卡 (Li Bei Ka) - Commercial Index: 32

Brand Collaboration Insights

• Fashion Brands & KOLs:
  • Highlighted collaborations with top KOLs such as 深夜发媸徐老师, 时尚芭莎, and 时尚COSMO.
• Watch Brands & KOLs:
  • Similar collaboration trends observed with KOLs like 深夜发媸徐老师, 时尚芭莎, and 时尚COSMO.
• Jewelry Brands & KOLs:
  • KOLs like 深夜发媸徐老师, 时尚芭莎, and 时尚COSMO are also noted for their collaborations with jewelry brands.

Hot Content and Trends

• Fashion KOLs Word Cloud:
  • Top words: Design, match, fashion, Dior, classic.
  • Example posts include celebrity outfit matching with bags, new product launches, and event coverage.
• Watch KOLs Word Cloud:
  • Top words: Brand, match, design, celebrity, classic.
  • Example posts focus on brand comparisons, celebrity preferences, and new trends.
• Jewelry KOLs Word Cloud:
  • Top words: Diamond, design, ring, elegant, golden color.
  • Example posts highlight specific jewelry pieces, brand collaborations, and celebrity favorites.

Influencer Categorisation

• Beauty: Professional makeup artists and skincare influencers with 0.2–7 million followers.
• Fashion: Editors and celebrities with 0.3–8 million followers, sharing trends and recommendations.
• Watch: Influencers from consumer grassroots, with 0.1–8 million followers, focusing on trends and product reviews.
• Jewelry: Influencers who summarize and introduce new jewelry pieces, with 0.4–8 million followers.
• Culture: Creative and talented individuals with 0.3–50 million followers, sharing unique and entertaining insights.
• Life: Influencers from grassroots with 0.3–100 million followers, sharing cooking videos and making social media a platform for fame and money.
• Celebrity: High-profile figures with over 20 million followers, known for their wide reach and popularity.

Conclusion

The report underscores the significant role of KOLs in shaping consumer trends and driving brand engagement in the Chinese luxury market. It highlights the importance of identifying and leveraging top influencers across different categories, with a focus on their ability to influence purchasing decisions and promote brand awareness.