Who are KOCs?
They usually have a few hundred to a few thousand followers and focus on independent products or hospitality experiences reviews in their posts. They are everyday consumers like their followers and are valued because of their organic and trustworthy opinions.
How do KOCs create value?
Trust in KOCs is generated through their personable and friend-like appeal, the fact that their content is unlikely to have been paid for, and their online traffic statistics being more likely to be genuine.
KOCs are cheaper than Key Opinion Leaders (KOLs). With a smaller scale of followers, KOCs do not usually have supporting teams like KOLs and thus work with brands and communicate with followers themselves. KOCs have the first-hand market feedbacks to share and can assist UK brands to spot blue-sea sales channels and brand seeding models.
Why should brands join CBBC’s Influencer Focus Group 2.0?
As part of Day 2 of our China Consumer’23 event CBBC Chinese Influencers programme will bring together 6 dynamic London-based Chinese influencers to participate in targeted focus groups discussing any questions a UK brand or hospitality business has in relation to consumer perceptions, new product or experience launches, packaging, trends, shopping behaviour and more.
Please note that KOCs will be matched to attendees on a bespoke basis so as to best meet the needs and requirements of different participating brands or hospitality businesses.
The Focus group session will be supported by CBBC member, Influencer Hub International.
UK brands will have the opportunity to choose between a CBBC-hosted focus group with KOCs in our London office or can host a visit by selected Chinese influencers to their brand store or hospitality venue.
At the end of Day 2, participating UK brands are also invited to a private view of Argentum Apothecary new London boutique store for some more networking and celebratory drinks.