Kwaishop (快手电商)’s strategy on KOL LiveStreaming

Instead of having a few Chinese KOL stars who can achieve over 100 million RMB in a Live Streaming, Kwaishop (快手电商)'s strategy is to recruit much less famous Chinese KOC who can sell 10 thousand pieces in every Live Streaming.

Kwaishop also targets influencers who have strong control over the source of manufacturing, such as factory owners who sell their own products. By showing how the goods are produced or processed through Live Streaming, it can better get consumers’ trust.

Wawa(娃娃) is a top KOL on Kwaishop with over 13 million fans. She and her team have a connection with 43 factories and sell their own products. To prepare for the Double11 shopping festival, they started a month ago on pattern making, sourcing suppliers, etc, and selected around 200 items out of 1,000 options. They usually keep a relatively small inventory, generally 20,000 pieces for red hot items and 5,000 – 10,000 pieces for usual items. To decide which are the red hot items totally depends on Wawa’s intuition and experience. They achieved 80 million RMB in sales in 2 days at this shopping festival.