In China, KOLs (Key Opinion Leaders, equivalent to Western influencers) regularly perform live-streamings during which their fans can ask them questions, comment and even send them virtual gifts. In just a few hours of online discussion, these KOLs promote a brand or product and can generate record sales in just a few seconds.
Live-streaming is not only a means of entertainment in Chinese life, but also a consumption model.
New experience for the French leather goods company LE TANNEUR
During the ECCFC forum on online commerce, the famous French leather goods brand LE TANNEUR experimented for the very first time with promotion via live streaming. A popular US-based KOL promoted its new handbag series “Emilie”. This broadcast was followed by more than 150K subscribers and generated 600K likes!
LE TANNEUR then invited TOP KOLs to his showroom in the 8th arrondissement.