KOLs, or key opinion leaders, have become a silver bullet for many marketers looking to crack the Chinese luxury market. Image credit: The Luxury Conversation
China’s KOL bubble, and how brands can prepare
Posted By a Luxury Daily columnist On In Advertising,Columns,Featured,Industry sectors,Internet,Marketing,Mobile,News,Opinion | No 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","iv":"b6329a291f6727ae1fd073cb32a8bb88","s":"970084714e6d61e1"}