The Next Generation of China Advertising: Super KOL, Mia Liu

ShanghaiZhan: All Things China Marketing, Advertising, Tech & Platforms

Our 20th Episode! Today we meet Mia Liu, she's a famous influencer and fashion blogger, or, as they say in China, Key Opinion Leader (KOL). With over 3 million fans on Weibo, Mia creates engaging content for big global brands including, Tom Ford, Louis Vuitton, Jimmy Choo, and L'Oreal. Armed with a Master's in Marketing, Mia represents the new face of China advertising..
1. Why on earth would you want to be a Chinese KOL? For Mia, it was being a fashion editor
2. What’s Mia’s typical day look like? How does she get clients?
3. Is being a KOL a stressful life or is it truly a glamorous job?
4. What’s the difference between an MCN, KOL and KOC?
5. How does a KOL in China make money?
6. Is China moving more towards performance KOLs or brand KOL?
7. How do KOLs get discovered by the brands?
8. Mia’s favorite brand collaborations: WeWork and Durex
9. Not all KOLs livestream. Brands need both bloggers and sales
10. Mia’s magic?: be true to yourself and don’t forget the “opinion” in KOL
11. Mia’s next 5 years: be a KOL for life!
12. A/B Test: Kylie Jenner + Pink + Weibo + 兰州牛肉面
Mia Liu's Links
Weibo @大mia的时尚账号
https://weibo.com/u/5837677943
WeChat Official Account @@大mia的时尚账号
https://mp.weixin.qq.com/mp/profile_ext?action=home&__biz=MzU3MDk2MjU3NQ==#wechat_redirect
Mia Liu on RED @Mialiuuuuu
Mia Liu on Instagram @miallllling
Mia's story for Durex: https://mp.weixin.qq.com/s/No__SjTCZky4wk6eaUysqQ
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