Why is KOL important for your marketing in China? The rise of social media platforms in China has changed the way marketing is done. The days for brand generated content and traditional advertising are gone and the era of user-generated content (UGC) is beginning. Chinese consumers are more and more in tune with the voices of ordinary users and trust them as a reliable source of information. Under this trend, Key Opinion Leaders (KOLs) become the best and most potent partner for brands to communicate their messages with users. In China, there are several kinds of KOLs, including celebrities...