The power and pitfalls of brand ambassadors in China
Brand ambassadors and KOLs can bring lucrative returns, but international companies need to understand the relationship between brand and celebrity has evolved uniquely in the Chinese market.
The relationship between brand and celebrity has evolved uniquely in the Chinese market
No such thing as bad publicity? Arguably untrue in the context of KOL brand associations in China, where negative press evokes a strong consumer response.
Navigating China’s fanbase culture
The symbiotic relationship between fanbase and stardom means a celebrity’s reputation risks becoming synonymous with that of their fanbase
Celebrities and KOLs are often signed for their supporter numbers, especially if this translates to a fanbase with an active social media presence. Much has been written regarding China’s fanbase culture, which often adopts a hierarchical structure that views celebrity support as goals achieved through coordinated fanbase participation.
While this adds up to an obviously lucrative revenue stream, the symbiotic relationship between fanbase and stardom has potential drawbacks. A celebrity’s reputation risks becoming synonymous with the reputation of their fanbase. When the fanbase acts out, their beloved celebrity can also fall from favour – taking endorsed brands with them.
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