KAWO, a leading social media management SaaS platform in China, released its whitepaper "The Ultimate Guide to Key Opinion Sales (KOS) Marketing in China." The whitepaper offers insights into how brands can use KOS marketing to reduce costs and enhance efficiency, drawing on months of research into China's unique social media and marketing landscape.
The Ultimate Guide to Key Opinion Sales Marketing in China. Visit kawo.com for a free copy
Key Opinion Sales (KOS) refers to sales associates or frontline staff who use their expertise to promote products on social media. Imagine in-store sales associates actively engaging on platforms like TikTok or Instagram—this is the Chinese equivalent, and it's reshaping the way brands connect with consumers online.
KOS marketing is particularly powerful in industries that require high trust, expert knowledge, or have long decision-making processes—think luxury goods, automotive, real estate, and home furnishing. For example, sales consultants in a luxury car showroom can use KOS strategies to generate leads and build relationships online, which then translate into offline sales.
This approach is similar to Western influencer marketing, but with a twist: instead of partnering with external influencers, brands leverage their own trained staff to communicate directly with consumers.
How KOS works across China’s social platforms
Douyin, Xiaohongshu, and WeChat (Official Accounts and Channels) are the three social media platforms that allow brands to scale content creation while maintaining the personal touch of one-on-one customer interaction via KOS.
- Xiaohongshu (Little Red Book): KOS reps can share photos and videos to create personal connections and build trust.
- Douyin (China’s TikTok): Sales staff can use livestreaming and short videos to engage with consumers, driving real-time conversions.
- WeChat: KOS can utilize WeChat's ecosystem to create a seamless experience from online content to offline store visits and sales."
How technology is enhancing KOS
Managing KOS campaigns can be complex, but KAWO’s platform streamlines the process with features like:
- Centralized account management across multiple platforms.
- Data insights to track performance and motivate sales teams.
- Automated workflows for content creation and approvals, ensuring brand safety and compliance.
For instance, a luxury brand using KAWO’s solution on Xiaohongshu saw a 3x return on investment in just three months, proving the value of KOS marketing for driving both engagement and sales.
KAWO KOS account management dashboard
"The whitepaper provides brands with a highly effective path to KOS marketing success," said Alex Li, CEO of KAWO. "KOS makes it easier to build trust with users and gives consumers a more tangible perception of the brand, undoubtedly making it an important engine for future brand marketing growth. KAWO helps brands understand trends, plan ahead, and leverage technology to empower social media marketing at scale, achieving both awareness and conversion results."
About KAWO
Founded in 2017, KAWO is the leading social media management platform in China. KAWO allows brands and agencies to manage social media accounts, publish content, collaborate, generate detailed data analysis reports, monitor competitors in real-time, and gain deeper insights with social media data within China's highly specialized social media landscape.
Customers of KAWO include leading brands in consumer goods, luxury, professional services, technology, tourism, entertainment, sports, and B2B businesses. KAWO's current investors include: IMG, Tiger Global Management, and Sequoia Capital China.
To learn more, visit www.kawo.com
Media Contact
Company Name: KAWO
Contact Person: Kelly Chen
Email: Send Email
Country: China
Website: www.kawo.com
