KOC와 KOL의 개념을 알고 있나요?
마케팅 진로를 선정한 학생들은 한번쯤 들어본 개념일 것입니다.
중국에 대한 마케팅을 기획한다면 반드시 KOL과 KOC의 개념을 이해하고 전략을 준비해야합니다.
폐쇄적인 중국의 온라인 시장에서는 국내에서 인지도 있는 기업도 진입장벽이 생각보다 높습니다.
오늘은 이 개념에 대해서 왜 준비해야하는지 작성해봅니다.
KOL, KOC 개념정리
![KOL과KOC의 개념에 대한 마케팅 정리](https://spinel.world/wp-content/uploads/2023/11/image-5.png)
KOL?
(Key Opinion Leader)의 약자로 예능, 영화, 모델, 배우와 특정분야의 전문성과 대중의 영향력이 있는 리더를 말합니다.
대부분 소셜미디어와 플랫폼에서 활동하며 메가 인플루언서, 매크로 인플루언서로 분류됩니다.
KOC?
(Key Opinion Consumer)의 약자로서 영향력 있는 파워 소비자들을 의미합니다.
수천명 이상의 팔로워를 통한 제품에 대한 신뢰도 및 영향력을 보여주며 팔로워 숫자가 적다고 하여도 이들에 대한 소비자의 구매충성도는 매우 높습니다. 제품에 대한 사용후기등을 공유하며 구매결정단계에서 막강한 영향력을 보여줍니다.
중국에서의 마케팅 목적
왕홍이란?
왕루어홍런의 줄임말이다. 주로 웨이브(微博), 샤오홍슈(小红书), 틱톡(抖音) 등 중국의 주요 SNS에서 활동하면서 많은 팬들과 팔로워를 가지고 있다.
SNS로 제폼을 홍보하면서 판매하고 수익을 내는 인플루언서로 미디어를 통한 심리적 욕구와 같은 이익을 추구하는 목적으로 탄생했다는 분석입니다.
구매력 최상단의 왕홍에게 제품을 선택받기위하여 기업은 자체브랜딩등 소비자의 동향을 분석하여 접근하는것이 중국시장에서의 마케팅 전략이라고 합니다.
![](https://spinel.world/wp-content/uploads/2023/11/image-6.png)
KOC와 KOL에 주력해야하는 목적
동일한 기간에 얼마나 많은 노출을 하는가에 따라서 제품의 판매는 결정됩니다. 따라서 소비자들이 유사한 브랜드를 검색할 시 KOL과 KOC전략을 준비한 브랜드라면 연관키워드로 노출되는 효과를 기대할 수 있으며, 이는 제품에 대한 신뢰도가 증가하는 효과를 누릴 수 있고, 왕홍처럼 구매력과 충성도가 높은 사람들에게 노출된다면 제품의 마케팅 효과는 극대화 될 수 있습니다.
또한 꾸준한 판매와 후기는 지속적으로 노출됩니다. 이는 제품에 대한 SNS 후기를 말하는 것이며 네이버 블로그의 전략과 유사합니다. 어떤 제품에 대한 궁금증은 포털사이트로 검색후 리뷰의 내용을 우선시 하는 MZ의 소비형태를 분석한 마케팅 기법입니다.
2023 중국 마케팅의 트렌드
상업적인 광고보다 소비자를 위한 스토리를 만들어라
위 내용처럼 상업적인 광고보다 팔로워들에게 전달할 수 있는 스토리텔링이 2023년도의 주된 마케팅포인트라는 분석입니다.
자연스러운 이야기로 팔로워의 몰입도를 증가시키고, 감성을 전달하여 구매까지 연결됩니다.
중국외 한국도 이러한 마케팅 기법을 중심으로 연결될 수 있고, 플랫폼에서의 판매보다는 누가 이 제품을 스토리텔링을 하는가에 따라서 판매량이 변화됩니다.
세특과 연결가능한 포인트 정리
![](https://spinel.world/wp-content/uploads/2023/11/image-7.png)
사회세특 및 경제부분 연결
- 중국의 경제활동 조사
- 마케팅에서의 데이터 취합의 중요성 (통계를 분석하는 방법과 차트 해석의 수학적 관점)
- 중국의 마케팅 단어조사활동 (중국어 세특에서 마케팅 진로와 연결)
- 2023이후 경제트렌드 (국내외 방향)
- 마케팅을 위한 전반적인 지식을 노출하는 세특준비 (진로세특과 과세특의 연결)
- 왜 중국은 왕홍을 신뢰하는가 (중국 내부의 심리조사)
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