"KOS" is becoming the best choice for Xiaohongshu ecosystem

This article starts with the concept of KOS, analyzes the scope of application of KOS, lists some brand cases related to KOS for analysis, and points out that KOS will be the best choice for the Xiaohongshu ecosystem. This article is recommended to brands who want to conduct brand marketing on Xiaohongshu.

From KOL to KOC, a sub-type KOS emerged in the middle.

So, what is KOS?

KOS - "Key Opinion Sales", key opinion sales, specifically refers to strong content creators with professional sales capabilities and a large amount of vertical industry and brand knowledge reserves.

For brands that are increasingly concerned about sales conversion, KOS has a vertical reserve of professional knowledge, strong consumer trust, and is close to consumers, and can become a helper in brand product updates and exploration of operating models.

L'Oréal Paris should be one of the earliest brands to try out KOS. In 2016, it hired five beauty KOS to cultivate consumers in vertical fields. Although these beauty bloggers were not big traffic Vs, through their recommendations in just a few months, True Match became the best-selling foundation in the UK.

Adidas uses the "opinion leaders around us" to subtly influence potential consumers in the dark social field (such as WeChat, email, and incognito browsing). Adidas has established long-term cooperation with more than 2,000 opinion leaders in the private field, covering more than 15 cities.

1. KOS will be the inevitable trend of Xiaohongshu’s product promotion

Relying solely on a few top influencers who reap all the traffic dividends in the early stages will lead to obstructive and destructive development of the industry.

But KOS is different. The reason why KOS can be an evergreen among opinion leaders is precisely because of their infinite proximity to brands. In a sense, their professional identity increases the stickiness between the brand and them, and increases the stickiness between them and consumers, and also helps to increase the stickiness between the brand and consumers.

They are elite salespeople and product promoters specializing in a specific category, and are therefore more trusted by consumers, who have higher loyalty to them.

To some extent, KOS is a highly integrated form of personal IP, brand and supply chain, which breaks the awkward situation in the past where personal IP and brand interests were completely disconnected.

2. Marketing campaign combining KOL, KOS and KOC

The integrated delivery of KOL, KOS, KOC and other KOXs brings a more effective "follow-the-trend" model to new fast-moving consumer goods.

There is no doubt that it is difficult for brands to retain young people through KOL marketing, and KOS happens to be in a balanced position.

From the perspective of influence, KOL can quickly build brand awareness and let more users know about a product. KOS plays a role in following the trend and creating momentum in the project, while KOC is closer to ordinary consumers and can easily penetrate deeply into users.

The fast fashion brand Brandy Melville does not rely on itself for marketing, but on the public. The main marketing methods used by the brand are: one is to use the same style as celebrities to leverage the fan base. Ouyang Nana, Yang Mi and other celebrities all wear BM clothing in their private clothes; the other is to use KOL/KOC to create momentum, mainly through Xiaohongshu and Weibo, linking a large number of KOLs, KOCs, and amateurs to create momentum and capture the minds of consumers. On Xiaohongshu, there are more than 20,000 notes about "BM girls".

Conclusion

Whether it is KOP, KOL, KOS, KOC and other classifications, they are all for better understanding and summarizing blogger types, helping brands to more effectively choose the right bloggers to cooperate with and achieve brand marketing goals. The one that suits you is more important than the one that is currently popular! Brands should make combination strategies based on their own situation and adjust according to actual conditions.
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Author: VIC’s Marketing Thinking, WeChat Official Account: VIC’s Marketing Thinking