"KOS" is becoming the best choice for Xiaohongshu ecosystem

The sales staff are subdivided or upgraded to become key opinion sales (KOS). They have a large amount of brand knowledge and more professional sales capabilities. This type of KOS is not uncommon on Xiaohongshu.

From KOL to KOC, a new 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.

Several beauty bloggers are not big Vs with large traffic, but through their recommendations in just a few months, True Match has become the best-selling foundation in the UK. Adidas uses the dark social field (such as WeChat, email, and invisible browsing) to subtly influence potential consumers with "opinion leaders around you";

Adidas has currently established long-term cooperation with more than 2,000 opinion leaders in the private sector, 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 marketing of fast fashion brand Brandy Melville does not rely on itself, but on the public. The main marketing method used by the brand is to use the same style as celebrities to attract fans. Ouyang Nana, Yang Mi and other celebrities all wear BM's clothes in their private clothes.

The other is KOL/KOC promotion, which is mainly based on Xiaohongshu and Weibo, linking up 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".

Finally, whether it is KOP, KOL, KOS, KOC and other classifications, they are all for the purpose of better understanding and summarizing the types of bloggers, helping brands to more effectively choose suitable bloggers to cooperate with and achieve brand marketing goals.

What suits you is more important than what is popular at the moment! Brands should make combination strategies based on their own situations and make adjustments based on actual conditions.

Author: Vic

Source: WeChat official account: "Vic's Marketing Thinking (ID: Viccps0227)"