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The 618 E-commerce Festival in China, initiated by JD.com and celebrated in June, is a significant shopping event that rivals Double 11. Brands can capitalize on this surge in consumer activity through strategic KOL influencer marketing. This article explores how brands can effectively engage with KOLs during the 618 festival.
Pre-Festival Buzz Creation
Generate excitement leading up to the festival with pre-launch events, sneak peeks, and early access offers through KOLs.
Example: Pre-Festival Hype
A smartphone manufacturer collaborates with tech KOLs to reveal upcoming models and exclusive 618 discounts, building anticipation among tech enthusiasts.
Collaborations with E-commerce KOLs
Partner with KOLs who specialize in e-commerce and have a strong track record of driving sales during shopping festivals.
Example: E-commerce KOL Partnership
A home appliance brand partners with a KOL known for providing in-depth product reviews and shopping tips, leveraging her expertise to attract consumers during the 618 sales.
Flash Sales and Time-Limited Deals
Offer flash sales and time-limited deals through KOLs to create urgency and encourage immediate purchase decisions.
Example: Time-Limited Offers
A fashion retailer announces limited-time discounts on WeChat and Weibo via KOLs, driving traffic to their online store and increasing sales during the 618 event.
Interactive Live Streaming
Utilize live streaming on platforms like Taobao Live and JD.com to showcase products, offer real-time interactions, and drive sales.
Example: Live Streaming Sales
A beauty brand hosts a live streaming session featuring makeup tutorials and product demonstrations, offering 618 exclusive bundles and engaging with viewers in real-time.
Cross-Platform Presence
Maintain a strong cross-platform presence to reach a wider audience and keep the brand top-of-mind during the 618 festival.
Example: Multi-Platform Engagement
An electronics brand promotes their 618 offers across Douyin, WeChat, and Bilibili, using KOLs to create content that appeals to different segments of their audience.
Post-Purchase Engagement
Engage with customers after the sale with follow-up content, customer testimonials, and post-purchase offers to maintain customer relationships.
Example: Post-Sale Engagement
A fitness equipment company sends follow-up messages to customers after their 618 purchases, offering tips on using the equipment and exclusive deals on accessories.
Performance Tracking and Analysis
Closely monitor and analyze the performance of KOL campaigns during the 618 festival to optimize strategies and measure ROI.
Example: Data-Driven Optimization
A home decor brand tracks engagement and conversion rates from their KOL partnerships during 618, using the data to refine their marketing approach for future shopping events.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation!
Email: info@pltfrm.cn | Website: www.pltfrm.cn
