the
insider F & B catagory
2019
KOL BIBLE Luxury Fashion Beauty Travel F& B Fitness Child & Parent Foreign
By
Luxury fashion
Personal styling Shopping ADVISER
beauty
Makeup skin care
fitness
YOGA bodybuilding
P10
P16 P28
P34 P54
P66 P72
travel
P82
food & beverage
P104
child & parent Kids’ Fashion Parenting Baby
FOREIGN
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P114 P124 P130 P136
CONTRIBUTORS: Elijah Whaley / CMO Lea Mao / Art Director Grace Tao / CN Editor-in-Chief Daniel / EN Editor-in-Chief Yuki Lau / Graphic Designer Yunying Zhang / Illustration Artist Vivian Weng / Catalog Curator Zoe Liu / Catalog Curator Mini Lu / Catalog Curator Daisy Fang / Catalog Curator www.litao.lt / Translation
Partners:
thank you
Special
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K i m Leitzes founded PARKLU in 2011 because she knew there had t o b e a better way for brands to work with Chinese influencers. S i n c e then, global brands such as Apple, Unilever, Estée Lauder, L u l u l emon, Booking.com, and the NBA have all used PARKLU to l a u n c h h igh ly s uc c es s ful K OL market ing campaigns in China. T h e c ompany puts China’s top content creators all on one platform a n d adds comprehensive, real-time campaign tracking software and a n a l y tics. PARKLU regularly works with companies small and large, fr om i n depe n de n t labels to F ort une 100 mult inat ionals. W i t h PA RK LU’s platfor m, market ing t eams can save hours of res e a r c h, im pr ov e th e ir c ommunicat ion wit h KOL s, and t rack camp a i g n s automatically using marketing technology built in-house. The w e b - based platform and app compiles essential data from across all o f C hina’s social media ne tworks and lets you automate influencer p a y m ents, reporting and other time-consuming tasks. W e ’ r e proud to have been featured in The New York Times, Forbes, A d A ge, Campaign, CCTV, WWD, Retail in Asia, TechNode, and Jing Daily.
ww w . par k lu.c om s a l e s @par k lu.c om
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How do F&B brands present their products in China? If you have been to any B2B meeting in China, the first thing that defines you is your Company Profile.
Strategic Communication services with LITAO: We help you build your Chinese identity
Let's say we want to sell salmon products in China. We would start by making a thorough introduction on the origins of the company, the values & beliefs of the founders, the mission statement of the brand, its reason for existence and its purpose in China. But - most importantly - we would present the product. When we worked on such case in 2015, the clients had spent years trying to enter China market. Tweaking their company profile was the first step, and the products landed on the shelves in HK in less 3 months since initial outreach. How? We talked the language of the locals. Here's one example: WEST • Presents packaged product, technicalities - weights, ingredients, does not show the form the product is meant to be consumed in. • Does not evoke any emotion, no story or lifestyle is offered. • Does not spark desire for consumption
*SAMPLE SLIDE
EAST • Focuses on the context: how do you consume the product? What kind of lifestyle does it offer or complement? • Product is presented from the consumer point of view, displayed attractively and inviting consumption.
*SAMPLE SLIDE
Want to know what else should be adjusted for Chinese readers in your Company Profile? After 10 years experience in the market, we have created a guide book on things that work when closing a deal. Follow our WeChat account to know more:
LITAO can help you structure your cross-cultural communications and build strategic alliances for successful China market entry and expansion. Our true specialty is paying attention to nuances and context beyond language. Take the first step to becoming a insider – visit http://www.litao.lt
MiZijun
The Healing
Power of Food Q : What are your thoughts
Q : What led you to become a food KOL?
A: Who doesn’t want a perfect way to combine business and pleasure? I feel really lucky: Although I’v been interested in food since I was little, I started seriously considering it as a possible career path entirely thanks to the influence of first generation overseas food bloggers. No one was developing this industry in China at that time, and I was lucky to become one of the first people to try.
on the food industry?
A: In over three years of being a food blogger, my passion for food hasn’t diminished a bit. My love for food has naturally attracted other foodie fans. The fact that I had a clear positioning and understood myself ensured I was able to continue down this path. At the same time, I’m a true believer in the healing power of food. To the ordinary person, food is the most common, most direct source of happiness.
Q : What makes you differ-
ent from other KOLs in the industry? A: Hmm... I love to eat -- eat a lot -- but that I don’t get fat? It feels somehow obnoxious when I say it out loud [haha]. You definitely can t get rid of the “big eater” label, but I do work really hard to recommend the best products to my fans and stop them from buying those that aren’t worth the money. That’s just how I am – I would hate it if they had a bad experience. After all, food and good mood go hand-in-hand!
Q : What is your secret to be-
coming so popular with your fans? A: I realize more and more that it is never your packaging or business operations that attract fans, but your charisma. Here are the preconditions for that: Stay true to yourself, have good content, and don’t be pretentious.
Q : Where does your daily inspiration come from?
A: Inspiration comes mostly from my fans. I focus on what they want to see rather than on what I’m dead-set on sharing. In our fan-centered economy, you really need to focus on the consumer, regardless of what you blog about.
Q : What do you think about your career right now?
A: I m definitely happy with my career currently. Perhaps what I hope for the most is to spread joy and positive energy to young people through my influence as a blogger.
Q : Are you happy with your life as a blogger?
A: It may seem like food bloggers live the life, with lots of nice things to eat every day and a following of fans on top of that. But, that doesn’t even begin to describe how happy I am.
Q : What
advice would you give aspiring bloggers?
A: My advice to wannabe bloggers is to always follow the principle that content is king. Put more time and thought into creating even better, higher quality content. Also, make sure to interact with your fans a lot and grow together with them. SCAN FOR MEDIA KIT
F&B CATAlog 105
FOOD & BE V
E R AG
E 04. 颖涵的快厨房
Beijing
Food blogger on Miaopai and Sina Weibo Top mentioned brands: Pai; ZeroWater; Marvel Content types: Food&Dining Fans: 934K 451K
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01.办公室小野
Sichuan
Professional makeover vlogger and food blogger Top mentioned brands: Facebook; Tmall; Taobao Content types: Food&Dining Fans: 5.5M
02.Nicole的生活书
Guangdong
Food writer, food designer, photographer and author of multiple food books Top mentioned brands: LEED; HERSHEY’S KISSES; Tmall Content types: Food&Dining Fans: 3.3M
03.雯婷茜子
Overseas
Food illustrator and nutritionist Top mentioned brands: serafinozani; Taobao; Ziinlife Content types: Food&Dining Fans: 958K 3K
F&B CATAlog 107
O FO
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&
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05.鳅小主
Chongqing
Radio host in the food industry Top mentioned brands: Mandarina Duck; Lawson; Disney Content types: Food&Dining Fans: 708K
108
06.Alvin的美味厨房
Shanghai
Founder & CEO of Akitchen, a cooking tech company Top mentioned brands: Kitchenaid; Kewpie Baby; ZeroWater Content types: Food&Dining Fans: 488K
07.H小姐的公开日记 Hong Kong fashion blogger and food explorer Top mentioned brands: Green-A; ISE; Koh Content types: Food&Dining Fans: 335K
08.LEMON柠 Travel blogger with a focus on skin care, outfits, food and trip advice Top mentioned brands: Green-A; ISE; Koh Content types: Food&Dining Fans: 323K
F&B CATAlog 109
E G A R E V E B & D O FO 110
09.莊祖宜
Sichuan
Chef, food writer and author Top mentioned brands: Phillips; LEED; ANA Content types: Food&Dining Fans: 305K
10.耀扬的Recipes
Beijing
Food lover and chef at Saffron Restaurant, Beijing Top mentioned brands: Miele; Taikoo; Opening Ceremony Content types: Food&Dining Fans: 281K
11.小俊梁
Hubei
Food and travel connoisseur Top mentioned brands: Air Asia; AirAsia; Orlane Content types: Food&Dining Fans: 243K
12.wikicookjoyce
Shanghai
Food writer Top mentioned brands: Amazon; Tmall ; Joyce Content types: Food&Dining Fans: 234KM
F&B CATAlog 111
E G A R E V E B & D O FO 15. 吃货大叔Dennis
Beijing
Blogger and connoisseur focused on home cooking Top mentioned brands: Minon; Michelin; Content types: Food&Dining Fans: 178K
112
13.胡小May
Overseas
Master chef famous for elaborate pastries Top mentioned brands: Maltesers; Baileys Content types: Food&Dining Fans: 228K
14. 烘焙怪老头-曹继桐
Beijing
Chinese sugar art master, president of Les Ambassadeur du Pain China and founder of Gino’s Baking Arts Gallery Top mentioned brands: Apple; HHSN; Rituals Content types: Food&Dining Fans: 217K
16. 愛烹飪的潮叔ken
Taiwan
Executive Chef at Deng Wei Creative Food Art Museum and Chamate Product Development Department Top mentioned brands: Sanko; PALDO; KOKA Content types: Food&Dining Fans: 80K
17. 好好yc Food blogger who shares kitchen stories Top mentioned brands: YDE; COFCO; ZeroWater Content types: Food&Dining Fans: 76K
F&B CATAlog 113
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