IMPROVINGTHEEFFECTIVENESS&EFFICIENCYOFMARKETERS&THEIRAGENCIES1AREPORTONLUXURYANDFASTFASHION’SMOSTVALUABLEINFLUENCERSCHINALUXURY,BEAUTYINSIGHTS–Q32016andFASHIONIMPROVINGTHEEFFECTIVENESS&EFFICIENCYOFMARKETERS&THEIRAGENCIES2hisreportlooksatmorethan400KOL’sinChina,forthefirsttime,inahighlyquantitativewayusingdeepanalysisofMentions,Likes,Reposts,SentimentandEngagements.Itdoesn’trelyonhearsayandrumor–itreliesondata.BomodaandR3arecollaboratinginChinatogivetransparencytotheworldofSocialandE-Commerce.Whilethisisanewpartnership,ourcollectivemanagementteamshaveyearsofhistoryintheMiddleKingdom.Ourgoalissimple–improvedinsightswillleadtobetterbusinessdecisionsandresults.Toproducethisreport,wedidn’trelyonpriorwisdomoraconsumersurvey–wespentcountlesshoursanalyzingseveralthousandKeyOpinionLeaders(“KOLs”)talkingaboutorbeingdiscussedintandemwith25ofChina’sleadingluxury,fashionandbeautybrands.Thispainstakinganalysislookedatmentions,reports,likes,reads,sentiment,purchaseintentandtotalengagement-toformanoverallpictureofthestrongestbrandsandthestrongestopinionleaders.Wehopeyouenjoythefirstofourregularreports.IMPROVINGTHEEFFECTIVENESS&EFFICIENCYOFMARKETERS&THEIRAGENCIES4AskeenobserversoftheChinesesocialmediamarketplaceandChina’sluxuryandfastfashionindustries,Bomodahasviewedandparticipatedintheevolvinganddynamicinterplaybetweenthetwo.Therehasbeenmuchdiscussionoflateinthemarket’smorecompetitivecurrentstateregardingtheefficacyofKOLs.NaysayersclaimthatKOLsareoverhypedandoverpaid,merelyattractingeyeballsandnotsales.Whileweagreethatthereissomevaliditytothisposition,wealsobelieveKOLsare,andwillcontinuetobe,anintegralcomponenttotheChineseconsumerjourney.ManyKOLsareindeedinefficient,butthisismoreamatterofmisalignedandmismanagedexpectationsthanalackofrelevance.Foreveryonecelebritywhocommandslargesumstopromoteabrand’sproductsbutfailstogeneratetheexpectedresults,thereisanunheraldedandunpaidfashionbloggergeneratingthenecessaryengagementandpositivesentimenttoaffectsales.Intheattachedana...
