Label Corporation Acquires Revu China Operator Luffing Corporation to Strengthen Marketing Business in China

Review China screen capture.

[Asia Economy Reporter Donghyun Choi] Label Corporation announced on the 21st that it has acquired Lufing Corporation, the operator of the Chinese influencer marketing platform for Chinese residents in Korea and China, ‘REVU China’.

REVU China is the largest Chinese experience group marketing platform in Korea. It is a platform that provides Korean brand product experience services to Chinese influencers residing in Korea and China who are active on major Chinese social networking services (SNS) such as Weibo, WeChat, and Xiaohongshu, and shares reviews on SNS. As of this month, based on about 13,000 Chinese influencer members, it has conducted Chinese experience group marketing for domestic companies in various industries such as beauty, fashion, and franchises.

Label Corporation expects that the competitiveness of its China marketing business model will be further enhanced through the introduction of a data-based automated system of REVU China. REVU China databases various indicators such as influencer channel activity, follower tendencies, and responses to match influencers optimized for brands and products, and automatically provides campaign status and result reports.

Piano, co-CEO of Label Corporation, said, “We plan to integrate REVU China’s platform technology with Label Corporation’s live commerce solutions based on China’s top-tier wanghong such as ‘Lijiaqi (李佳琦)’,” adding, “Through this, we expect to provide more diversified solutions to domestic companies planning marketing targeting China.”

Today, digital marketing has become the most common marketing strategy in China, and the market size is growing every year. The ‘Zhongguancun Online Marketing Laboratory’ analyzed in the ‘2021 China Internet Advertising Statistical Report’ that last year’s Chinese online advertising market grew by 9.3% year-on-year to 543.5 billion yuan (about 102 trillion won).

Label Corporation was established in 2014. Under the slogan ‘Designing the meeting between Korean brands and Chinese consumers,’ it provides China market specialized marketing services such as product sales through live commerce, China market branding, and content marketing through partnerships with Chinese wanghong (influencers) such as ‘Lijiaqi (李佳琦).’