#29 Online KOL marketing in China

<p>Key opinion leaders, or KOLs, have a strong connection to Chinese internet users and are now highly sought after to sell products to huge audiences on ecommerce websites and streaming platforms. <a href='https://www.linkedin.com/in/elijahwhaley/' target='_blank'>Elijah Whaley,</a> chief marketing officer at PARKLU, explains to <a href='https://www.linkedin.com/in/aladin-farr%C3%A9/' target='_blank'>Aladin Farré</a> the reasons why this growing industry works so well in China and how, eventually, livestreamers may end up consuming the same brands that hired them in the first place.</p><p>Middle Earth is produced by <a href='https://www.chinacompassproductions.com/' target='_blank'>China Compass Productions</a>. If you have a China-themed cultural product, please get in touch!</p><p>With thanks to <a href='https://www.behance.net/user/?username=bgonsalves' target='_blank'>Brenden Gonsalves</a> for graphic design and <a href='https://soundcloud.com/ramon-calvo-music' target='_blank'>Sean Calvo</a> for music support. </p><p><strong>Recommendations:</strong></p><p>Two famous livestreamers in China: Lǐ Jiāqí 李佳琦, also known as <a href='http://www.timeoutbeijing.com/features/Blogs-Beijing_News/171089/This-Chinese-livestreamer-can-sell-15,000-lipsticks-in-15-minutes.html' target='_blank'>Austin Li</a>, and <a href='http://www.melilimfu.com' target='_blank'>Melilim Fu</a>, a beauty and makeup influencer.</p>