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An R3 White Paper china kol market practiceDRIVING TRANSFORMATION FOR MARKETERS the average rate of growth is 20%. 79%的市场主会继续增加数字营销预算比例，平均涨幅超过20% 81% of marketers will continue to grow their investment in social marketing, an increase of 21%. 81%的市场主对于社会化营销的投入会继续增长，涨幅超过21% 数字营销市场总结 1 2019 2019 20% Average Growth 79% INCREASE BUDGETS 2019 21% increase growth 12% 50% Growth and Above 17% 30%-49% Growth 37% 10%-29% Growth 13% Within 10% Growth Same with 2018 14% = 7% Less than 2018 Source: Admaster 2019中国数字营销趋势报告 79% 2 3DRIVING TRANSFORMATION FOR MARKETERS strong connection and high stickiness to followers. 细分行业或领域知名度极高，与粉丝具有紧密的联系， 粉丝黏性大。 Popular in certain segments or topics; medium sized following with high focus. 存在于高度细分的兴趣或话题领域中， 具有较小规模的粉丝，影响力聚焦度高。 Usually start-ups or personal accounts with a small number of followers. 具有小规模的粉丝和影响力，基数较大， 常为起步账号或内容创作爱好者。10 Key points when working with KOLs KOL营销节点 How to maximize KOL collaborations with a simple, but effective, process is a question every marketer should consider. 在整个营销过程中，如何充分发挥K OL传播的资源优势是每一个市场主都需要集中思考的环节。 Separate KOLs by definition Define a clear objective and approach influencers accordingly. Allocate a budget and select suitable groups with reasonable intent. Volume: Quickly build awareness and generate traffic Vertical: Provide professional and valuable content to specific audiences Use volume type as the main driving force for improving exposure and awareness. Choose vertical type as supplementary to increase professionalism and credibility. Take control of overall content delivery and deep dive into multiple circles of target audiences. 分清K OL圈层 清楚定位营销目的，区别对待不同类型的 K OL，按照既有的需求，合理分配K OL预算的 同时，优选合作名单和方式 声量型： 迅速建立影响力，提供流量价值 垂直型： 输出专业简介，有价值的内容产出 以声量型合作为主要出口，迅速提高曝光和影 响力，并以垂直型K OL作为辅助，增加内容的 专业性和可信度。 整体的内容传播控制在合理 的范围之内，深耕圈层的广度和深度 。 focus on content quality Marketers should review brand image and product features with KOLs; walking through the process of awareness to consideration, to ensure that key messages are echoed and delivered each step of the way. During the stage of content output, brands and KOLs have a binding relationship. Thus, the combination of strategy and depth of content quality should be considered top priority. Often, a third-party voice with subjective tonality is more easily accepted. 注重内容质量 品牌需要和K OL一起走进产品挖掘细节，以讲 解、内化、感受三步，有层次的主动输出有价 值的内容，一步步引导消费者产生共鸣。 在输出内容这个阶段里，品牌主和K OL有深度 的捆绑关系，以高度的品牌策略输出加上K OL 符合粉丝调性口味的深度共创，K OL本人发声 的效果比第三者角度自说自话更容易被接纳。11 china kol market practice KOL Search Engines and MCNs Become Mainstream KOL搜索引擎及MCN机构逐渐成为主流 KOL资源终端 Booming since 2016, the increasing need for KOL marketing has directly contributed to the frenzied expansion of MCNs (multi-channel networks) and KOL search engines. KOL search engines mainly function as data pools and monitoring systems. With ever-developing AI and blockchain technology, some of these search engines are transforming to include media buy. KOLs engaged through such methods are mostly independent KOLs with medium to small followings. Concurrently, MCNs are expanding commercially to fill the role of professional agency and content developer. As a third-party acting between KOLs and marketers, MCNs expand their resources by contracting independent KOLs or establishing new KOLs. They provide content solutions to marketers, while at the same time, provide stable business opportunities for KOLs. Ever since 2017, content platforms have changed from being in direct competition with MCNs, to becoming dynamic partners in providing technology-based solutions. 2016年起，中国国内的K OL经济迎来的高速的增长，K OL的规模变得空前庞大，市场主的K OL 营销需求也不断增长；在此背景下，一系列的第三方机构逐步涌现，其中包括K OL搜索引擎及 MCN机构。K OL搜索引擎最初以K OL数据收集及分析评估为主，近年来在AI、区块链等最新技 术的驱动下日趋成熟，部分转型为“搜索引擎+K OL匹配下单”的商业模式，平台内签约主要以 独立运营的中小型K OL为主。 与此同时，MCN也迎来了高速的成长时代，逐渐成为商业模式逐步完善的中介机构及内容生 产方。MCN是职业的K OL代理机构，有签约、孵化等各种拓展模式，可以平衡市场的信息不 对称，为内容创作者提供更多内容创作的机会及营收，对外以专业模式包装及打包进行渠道推 广，可为资金方提供较为模块化、专业化的产品及服务。因K OL营销资源较为琐碎，相较于非商 业化/低商业化K OL及独立K OL，MCN机构作为内容生产方的资源面覆盖更广泛，工作流程专业 化，可控性更强，因此更多的上游资源方越来越偏好于MCN机构合作。自2017年起，各平台也 逐渐从单一的与MCN的竞争关系转型为动态的合作关系，主流平台目前均已对MCN开放商务权 限，并面向MCN机构推出B2B服务以提供赋能。DRIVING TRANSFORMATION FOR MARKETERS limited to use of a single platform or some resources within the system 优势 技术资源强大，创新基础好 可结合平台的硬广进行整合营销 K OL及MCN涵盖范围广，可用 本平台资源赋能 劣势 跨平台能力较低，只能使用单平 台或体系内部分资源 Pros First-hand KOL resource, wide coverage of all tiers Package is available Good cross-platform distribution ability CONS Top-tier KOLs are of high cost 优势 拥有一手的K OL资源，且K OL层次 丰富，能提供打包方案可跨多平台 进行内容分发 劣势 对于头部账号议价能力较高，成 本上升 Pros Extensive KOL data, algorithm to help marketers to choose KOLs Abundant mid to small size KOLs CONS Few top-tier KOLs, limited coverage of communication 优势 数据收罗相对较全，算法技术可帮 助市场主匹配K OL较多中小型K OL 下单资源 劣势 头部账号资源较少，覆盖能力有 限 MCNDRIVING TRANSFORMATION FOR MARKETERS good option for lower cost 系统化前端展示，一目 了然 价格透明度较高，部分可 根据结果结算 技术赋能，可有效匹配 KO L 中小型K OL的资源较丰 富，成本较容易控制 Professional agents who know the market and KOLs well Able to provide packages of various tiers Stable relationships with better control of results 专业经理人更加了解市场 主的商业需求，市场主可 以更快了解K OL 可组合不同层次的K OL提 供打包服务 合作关系较为稳定，流程 更加可控 Platform is able to provide solutions based on its own features Lower financial risk Integrated marketing campaign can be launched with ad buy 平台方可提出更加适宜 本平台的传播方法及内 容属性 资源庞大，可更好匹配市 场主需求 平台资金雄厚，合作风 险较低 可同平台硬广投放t进行 综合营销 CONS Very time-consuming; KOL has limited time to talk Time intensive to produce content Unstable relations, low price transparency 单点联系的沟通时间成本 高，K OL的回复率有限 前期对接沟通时间较长 合作关系较不稳定，价格 不透明 Insufficient top-tier KOLs; limited coverage Less customized experience 头部账号及名人型K OL资 源较少，覆盖面有限 前端较为模式化，专家针 对客户服务的能力有限 Big gap between MCNs; need to identify good ones Markups apply, cost will go up MCN机构水平良莠不齐， 有一定试错风险 MCN机构有一定定价能 力，成本上升 Further markup will be applied, cost will drastically go up Lack of cross-platform ability 平台方与K OL或MCN机 构参与分成，成本进一 步上升 单一平台的跨平台能力 有限 Marketing budgets move towards platforms 市场主资金逐渐向平台方靠拢
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