Move over KOLs: 'KOCs' and 'private domain traffic' are hot in China
Recently, two new terms have become hot lingo within Chinese marketing and advertising circles – ‘KOC‘ (key opinion consumer) and ‘private domain traffic’. KOC naturally derives from the widely-used KOL (key opinion leader), a term which in itself has become so overused that it’s now quite often the brunt of ridicule from many netizens. While the recent fascination with ‘KOCs’ provide a shift in focus, the concept (and acronym) is hardly original.
According to Allan Chen -- who himself has a trendy title of ‘Head of Tailwinds’ as a group VP at AI platform Mininglamp Technology after spending years as Miaozhen Systems VP of insight -- KOCs can be defined as the following: An interest group or community that is active on a certain platform, the cluster whose opinions are trusted and spread around to a certain extent, who are loyal followers of a certain brand, and after receiving certain incentives from the brand, are willing to speak out for their favourite brand or brand of interest voluntarily. In other words, not a regular influencer, but a brand advocate in smaller but important community circles.READ MORE
According to Allan Chen -- who himself has a trendy title of ‘Head of Tailwinds’ as a group VP at AI platform Mininglamp Technology after spending years as Miaozhen Systems VP of insight -- KOCs can be defined as the following: An interest group or community that is active on a certain platform, the cluster whose opinions are trusted and spread around to a certain extent, who are loyal followers of a certain brand, and after receiving certain incentives from the brand, are willing to speak out for their favourite brand or brand of interest voluntarily. In other words, not a regular influencer, but a brand advocate in smaller but important community circles.READ MORE
