KOTRA's Marketing in the Chinese Market Utilizing Influencers 'Wanghong'

[Asia Economy Reporter Suyeon Woo] KOTRA is targeting Chinese internet broadcasting channels and home shopping by utilizing Chinese influencers known as 'Wanghong.' Starting with Guangzhou, a representative commercial city in southern China, KOTRA is strengthening its 'Wanghong Utilization Online Marketing Project' in six cities including Qingdao, Chongqing, Nanjing, Shanghai, and Chengdu.

According to KOTRA on the 29th, the Guangzhou Trade Center promoted excellent Korean products using Wanghong on Taobao, China's largest online shopping mall, and the live internet broadcasting platform Yizhibo for two days starting from the 25th.

Five influencers (Wanghong) promoted 38 companies in the cosmetics and accessories sectors locally, supporting B2C (business-to-consumer) sales. The live broadcasts were held during the prime internet usage hours from 7 PM to 9 PM, with an average of about 2 million viewers per day. Including product review broadcasts, KOTRA explained that the effect reached approximately 10 million viewers.

The Shanghai Trade Center will engage in promotion using viral marketing. Targeting the younger generation, it plans to promote excellent beauty and baby products on SNS channels such as Weibo. The Qingdao Trade Center will expose Korean products on the famous program 'Myeongseong Donggwan,' which averages 800,000 viewers, in cooperation with Hangzhou TV. Additionally, products will be directly shipped using a reverse direct purchase method to followers and buyers showing purchase intent.

KOTRA plans to carefully review the effects of the Wanghong online marketing project and conduct video consultations with local buyers in April for products receiving positive responses. Park Han-jin, head of KOTRA's China Regional Headquarters, emphasized, "The COVID-19 situation in China appears to have stabilized," adding, "We will continue to develop new untact business areas and accelerate support for Korean companies entering the Chinese market."

KOTRA Guangzhou Trade Center is promoting excellent Korean products through influencers during a two-day live broadcast starting on the 25th on China’s largest online shopping mall, Taobao, and the internet platform Yizhibo. Photo by KOTRA