A few years ago, the focus of "KOL marketing" was on where traffic was concentrated. Today, alongside KOL, terms like KOS, KOF, and KOC have emerged. This shift reflects a fragmentation of traffic and more segmented marketing approaches. Recently, live streams by influencers like Dong Jie and Zhang Xiaohui went viral, turning Xiaohongshu (Little Red Book) into a hot topic among marketers. One perspective caught my attention — influencer @Vic mentioned, "KOS is becoming the best choice within the Xiaohongshu ecosystem."

01. What is KOS?

KOS stands for "Key Opinion Sales," referring to content creators with strong sales capabilities and deep industry and brand knowledge. A prime example is Li Jiaqi, who transitioned from being a beauty advisor at L'Oréal to a top live-streamer. His success stemmed from his deep understanding of beauty products, his insight into consumer behavior, and his adeptness at sales tactics.

While Li Jiaqi is a leading beauty KOL, his influence is different from makeup tutorial creators like @Mao Geping or @Cheng Shi’an because his strength lies in his sales skills.

To better understand KOS, let’s compare it with other related terms:

• KOL: Key Opinion Leaders are individuals with influence in a specific industry. These include celebrities and influencers with large followings across social media, making them desirable for brands and e-commerce platforms.
• KOC: Key Opinion Consumers are vertical domain experts. Though their fan base may not be as large as KOLs, they have a strong influence on niche audiences, such as tech enthusiasts or review bloggers. KOCs, being consumers themselves, can sway peer groups without triggering skepticism.
• KOF: Key Opinion Followers are loyal brand customers who actively follow brand updates and are early adopters of new products, often influencing their immediate social circles.

In essence, whether it's KOS, KOC, or KOF, these groups are different tiers of KOLs, accepted and trusted by specific audiences, influencing their purchasing decisions. But what sets KOS apart from KOC?

2. Why Brands Need KOS

The essence of KOL marketing lies in the "fan economy," leveraging the influence of celebrities and big-name influencers to drive sales. However, consumer motivation is often peripheral, driven more by celebrity endorsements than a core connection to the brand. KOCs, while closer to the consumer, lack the sustained ability to convert. Positioned between KOL and KOC, KOS aligns brand image, user needs, and purchasing intent more effectively.

• KOS has higher consumer acceptance: When KOLs endorse brands, their followers often question whether it's a genuine fit or just another "cash grab." This dissonance can lead to both low sales and a loss of followers. KOS, on the other hand, is seen as a "sales guide," with consumers expecting them to sell. Their product recommendations come across as professional and trustworthy, which not only avoids negative reactions but can even help the brand attract new followers.
• KOS serves as the brand’s own opinion leader: With expertise in specific product categories, KOS becomes a highly credible voice for consumers. Their close relationship with the brand makes them the ideal bridge between the brand and its audience. An influential KOS is more than just a top salesperson; they are a strong opinion leader, enhancing brand loyalty, recognition, and long-term conversions.

3. How to Leverage KOS Marketing

Li Jiaqi's rise to fame is a classic example of L'Oréal’s successful KOS marketing experiment. Similarly, MAC’s "KOS101" campaign on Douyin (TikTok China) highlighted the commercial value of KOS marketing.

Fast fashion brand Brandy Melville took KOS marketing to new heights.

Brandy Melville created a buzz by showcasing its clothing in the everyday outfits of stars like Ouyang Nana and Yang Mi, attracting a fanbase that transformed into real sales. Simultaneously, Xiaohongshu saw the rise of influencers who also worked as store employees, modeling and promoting the brand’s "one-size-fits-most" philosophy, leading to widespread adoption of the "BM style.

The brand has established a marketing model of "focusing solely on social engagement, without traditional advertising," and its success lies in the integration of KOL, KOS, and KOC marketing strategies:

• Leveraging KOL’s broad influence, brands can quickly increase awareness and reach various audience segments.
• Utilizing KOS’s expertise in promoting products, brands can follow trends, lead the market, and drive conversions among target audiences.
• Tapping into KOC’s persuasive power in private circles, brands can connect more closely with everyday consumers, achieving deeper engagement and penetration.

In today's landscape, as KOL and KOC marketing conversion rates decline, brands need not only KOS but also the ability to build a KO "X" marketing matrix.

This is an innovation—and a challenge.

References：
1. 《“KOS”正在成为小红书生态的最优选》，Vic的营销思考 2023-05-05；
2. 《KOS是什么意思？关键意见销售KOS的特点、优势及好处》，优化猩营销百科，2022-09-08；
3. 《BM的“营销法则”》，澎湃号·三声编辑部 2021-07-06。
Source: 营销品牌官

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