DIOR AND GUCCI WIN THE KOL GAME IN CHINA
GLOBAL ANALYTICS FIRM R3 AND BOMODA RANK TOP BRANDS
An extensive study carried out by China-based R3 and data-analytics firm Bomoda ranked Dior, Gucci and Chanel as the most successful luxury fashion brands in China according to key opinion leaders (KOL). Louis Vuitton secured spot number four, followed by Givenchy, Estee Lauder, Lancome, Bulgari and Burberry.
Bomeda analyzed 4 million WeChat accounts and 60,000 Weibo accounts to gain KOL insight based on touch points including popularity, sentiment, engagement and purchase intent. The report breaks down the platforms on which brands are most effective with Gucci the top KOL performer on WeChat, while Dior and Chanel reach top popularity on Weibo. “We wanted to ensure that our analysis was based on a rich data perspective, not merely looking at popularity and mentions”, said Brian Buchwald, co-founder and CEO of Bomoda.
For her part, Sabrina Lee, managing director of R3 China, said: “Managing KOLs in China today is like managing TV media investment in the 20th century. You need to build relationships, brand synergy and above all, you need to carefully track the ROI of each KOL.”