KOLs aka Key Opinion Leaders, or influencers, are often key elements to brands' China marketing strategies - but should they be?
With recent changes and the danger of cancel-culture, which alternatives to brands have to traditional KOLs and what should they keep in mind?
Arnold Ma lines out three key points:
Using 'creators' over influencers
Cultivating political sensitivity
Read more in the article originally published in Jing Daily on 21 April 2021 here.