On 25th July 2022, iResearch and Inmyshow Digital jointly released the "2022 China’s KOL Economy Industry Development Report" (hereinafter referred to as the "Report"). The report conducted a detailed and systematic study of the industry chain and internal ecology related to China's KOL economy. This is the first time detailed analysis has been carried out to include emerging technology concepts such as the Metaverse under Web3.0 in this industry.
At present, the typical business ecology of the new China’s KOL economy is divided into three core business models: the traffic conversion from the KOL, the content conversion from KOL, and the conversion of supporting services from KOL. The overall market size of KOL marketing in 2021 exceeded 80 billion yuan impacted by pandemic, profit margin and sales market. From the perspective of investment categories, beauty and personal care, as the category with the largest year-on-year growth, has accounted for 26.5% of the category due to factors such as market demand and the high ROI of KOL marketing. At the same time, low-frequency and high-customer unit-price products such as automobiles and furniture appliances have also entered the market.