基于KOL的美妆行业新媒体营销策略外文翻译资料

Scientific Journal ofEconomics and Management Research Volume 3 Issue 10, 2021

ISSN: 2688‐9323

New Media Marketing Strategies in the Beauty Industry based on

KOL

XiHu,RuiZhang*

SchoolofBusiness,JianghanUniversity,Wuhan430056,China

*ruizhang@jhun.edu.cn

Abstract

This paper expounds the connotation and development of KOL and new media marketing, analyzes the current situation of KOL in the beauty industry, and puts forward three types ofKOL in the new media marketing in the beauty industry, including star KOL, vertical KOL and pan‐entertainment KOL, as well as the characteristics of different types of KOL.At the same time, the identification index and process of KOL and how to cultivate beauty makeup KOL are proposed.Enterprises in the industry of beauty cosmetics can use the power of KOL to promote marketing activities, draw E‐commerce, strengthen brand reputation, provide professional product guidance, analyze user behavior, carry out precision marketing and stimulate the Long Tail Effect of the consumer market.

Keywords

KOL; New Media Marketing; Beauty Industry.

1. Introduction

Keyopinionleader(KOL)wasfirstproposedbycommunicationscholarLazarsfeldinthe1940s. Inconsumerbehavior,itreferstothepersonwhofilters,explains,orprovidesinformationfor others. Thisperson has moreknowledgeandexperience ofacertain kind of products or servicesbecauseofhishighdegreeofcontinuousattention.It hasthecharacteristicsofwide socialscope,quickacceptanceofnewthings,andenjoyingacertainreputationinthecrowd. UndertheInternetwave,alargenumberofKOLshaveemergedin variousindustries,which havehadanimportantimpacton peoplesideas,attitudesandconsumptionhabits. NewmediamarketingreferstotheuseofmobileInternettechnologytopublicizethebrand, value,orpromotioninformationofenterprisesfortheservices,products,andothercontents providedbyenterpriseswiththehelpofnewmediaplatformssuchasshortvideoandliveapp asmarketingchannels.Themainformsaresocialplatforms(suchasSinamicro‐blog,XiaoHong Shu), and video platforms (such as TikTok, Huya). New media has brought unprecedented opportunities to beauty marketing with its characteristics of diversity, interaction, and popularity.

2. Types and Characteristics ofKOL in Beauty Industry

2.1. Star KOL Represented by Stars, Online Celebrities

StarKOLhasaloyalfanbaseandtrafficappeal,highexposure,andawidecommunicationrange. Among all KOL categories, star KOL is more suitable for topic initiation, with the most significant influence onperformanceandmarketingvalue. Interms of contentcreation, itis mainlymade bybrandowners oragents,with highquality, but long cycle and high cost; Secondly, it is mainly Display advertising, a traditional form of advertising that directly introducesthecontentofaproductorservice,whichhastheeffectofdominatingthescreen,

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附录B 英文原文

New Media Marketing Strategies in the Beauty Industry based on KOL

XiHu,RuiZhang*

SchoolofBusiness,JianghanUniversity,Wuhan430056,China

*ruizhang@jhun.edu.cn

Abstract

This paper expounds the connotation and development of KOL and new media marketing, analyzes the current situation of KOL in the beauty industry, and puts forward three types of KOL in the new media marketing in the beauty industry, including star KOL, vertical KOL and pan‐entertainment KOL, as well as the characteristics of different types of KOL. At the same time, the identification index and process of KOL and how to cultivate beauty makeup KOL are proposed. Enterprises in the industry of beauty cosmetics can use the power of KOL to promote marketing activities, draw E‐commerce, strengthen brand reputation, provide professional product guidance, analyze user behavior, carry out precision marketing and stimulate the Long Tail Effect of the consumer market.

Keywords: KOL; New Media Marketing; Beauty Industry.

1. Introduction

Keyopinionleader(KOL)wasfirstproposedbycommunicationscholarLazarsfeldinthe1940s. Inconsumerbehavior,itreferstothepersonwhofilters,explains,orprovidesinformationfor others.Thisperson has moreknowledgeandexperienceofacertainkindofproductsor servicesbecauseofhishighdegreeofcontinuousattention.It hasthecharacteristicsofwide socialscope,quickacceptanceofnewthings,andenjoyingacertainreputationinthecrowd. UndertheInternetwave,alargenumberofKOLshaveemergedin variousindustries,which have hadanimportantimpacton peoples ideas, attitudesandconsumptionhabits.

NewmediamarketingreferstotheuseofmobileInternettechnologytopublicizethebrand, value,orpromotion informationofenterprisesfortheservices,products,andothercontents providedbyenterpriseswiththehelpofnewmediaplatformssuchasshortvideoandliveapp asmarketingchannels.Themainformsaresocialplatforms(suchasSinamicro‐blog,XiaoHong Shu),andvideoplatforms(such as TikTok).New media has brought unprecedented opportunities tobeautymarketingwithitscharacteristicsofdiversity,interaction,and popularity.

2. Types and Characteristics of KOL in Beauty Industry

2.1. Star KOL Represented by Stars, Online Celebrities

StarKOLhasaloyalfanbaseandtrafficappeal,highexposure,andawidecommunicationrange. AmongallKOLcategories,starKOLismoresuitablefortopicinitiation,withthemost significant influence onperformanceandmarketingvalue.Intermsofcontentcreation,itis mainlymade bybrandownersoragents,withhighquality,butlongcycleandhighcost; Secondly,it ismainly Display advertising,atraditionalform of advertisingthatdirectly introduces thecontentofa product orservice,whichhastheeffectofdominatingthescreen,butitiseasyto beexcluded.In effect evaluation, the conversionrateislowanddifficultto measure.At the sametime, itsmarketing cost and riskarealso higher, soit is particularly important to select the appropriatestarKOL.

Generallyspeaking,intheselectionprocessof starKOL,itismainlynecessary tomatch the marketing objective withthree aspects: star persona,fanportrait,andhotspot,toselectamoresuitable starKOLformarketingcooperation.

2.2Vertical KOL Represented by Professionals

VertialKOLhasdeepinfluence,whichcanprovidemorereliableandprofessionalguidance, and ismoresuitablefordisseminating profundity ofcontent.Althoughtheirnumberof followers cannotbe comparedwithstarsandonlinecelebrities, theyhaveacloserrelationship with followers,andthecontent discussedintheverticalindustryisdeeperandmorefrequent.

Therefore,anaccurateaudiencecansuccessfullyguideconsumptionandbecomeoneofthe mosteffectivewaysforbrandstocommunicatewithconsumers.Intermsofcontentcreation, itismainlyKOLpersonalshooting,withhighproductionandoptimizationefficiencyandlow cost;Besides,advertisingandcontentarehighlycombined,and creativeimplantationishighly personalized.Ineffectevaluation,itcanbecombinedwithE‐commercetoachievethepurpose ofhighconversionrateandeasymeasurement.

2.3Excessive Entertainment KOL Represented by Folk Bloggers

ExcessiveentertainmentKOLhasawideaudiencebutpoorstickiness.Itcanbeusedfor information diffusionandleading interactivetopicparticipation.Theiridentitybackgroundis closertofollowers,theyhavemoretimetounderstandproducts,andtheycancommunicate withconsumersbetter.Intermsofcontentcreation,itisalso mainlyshotbyKOLindividuals, withlowcost;Ineffectevaluation,theconversionrateislow anddifficulttomeasure.Excessive entertainmentKOLissuitabletoshareandspreadinteractivetopicsthroughallchannelsinthe detonatingperiodofthemarketingprocess,todetonatethetopicdiscussion.

3.Identification and Cultivation of KOL in Beauty Industry

KOLssocialmediamarketingis astrategytoassistsalespromotionlaunchedbyE‐commerce onsocial media.Itsimportantidea isto createbrandvaluein the Internet era and bring emotionalvaluetouserswiththehelpoftheinteractionbetweenKOLandusers.Throughthe personalcharmofKOL,guideuserstogeneratepurchasebehaviorandUGC(user‐generated content)behavior,sothatthebrandconceptcanberecognized insocialmedia.Atthistime,the roleofKOLsuchasbeautybloggersistobuildaconvenientbridgeforinformationexchange between enterprises and consumers,making use oftheiraccurate positioningofconsumer needs and rapid liquidity, as well as theadvantages of creating explosive products in the industry to meettheneedsofconsumersandbrands.

3.1Identification of KOL in Beauty Industry

Withthefurtherdevelopmentof socialmarketing, moreandmore enterprises begin to pay attentiontoKOLandinvestalotofbudgets.RelevantdatashowthatthemarketscaleofKOL marketingisbetween600billion yuanand100billionyuan,and itisgrowingatarateofmore than100%everyyear.ItcanbeseenthatthevolumeofKOLis verylarge.Howtoselecthigh‐ qualityKOLtha

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