Why KOC Marketing Value Declines: Key Reasons, Current Limitations & Practical Strategies for 2024

A recent article from 36Kr explores the decline in KOC (Key Opinion Customer) marketing value in China, discussing key reasons and current limitations. KOC marketing, a form of influencer marketing where customers become brand ambassadors, has been a significant trend in Chinese social commerce, particularly in the context of Zhíbò dàihuò / Livestream Selling and other e-commerce strategies.

The decline in KOC marketing value matters for social commerce as it indicates a shift in consumer behavior and marketing effectiveness. Understanding these changes is crucial for businesses to adapt their strategies, potentially incorporating new methods such as Zhòng cǎo / Seed Planting for long-term brand awareness. This shift could influence how companies approach KOL (Key Opinion Leader) and KOC marketing in the future, impacting the broader social commerce landscape in China.