the
insider
FASHION catagory
2019
KOL BIBLE Luxury Fashion Beauty Travel F& B Fitness Child & Parent Foreign
By
parklu
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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Sasha:
Experienced Model, New Mother, Popular KOL All the top women’s fashion brands seem to look perfect on Sasha. Gifted with great curves, she was born to model and moves in front of the camera with ease. Now a new mom, she holds her baby with one hand while dazzling the camera just like before. As she moves from pose to pose, she shows that becoming a mother doesn’t mean putting your life on hold.
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A former professional model of 8 years, Sasha now works as a fashion influencer and blogger. She has great taste in fashion and a fantastic personal style. This, along with years of modeling experience, has made her a favorite with many luxury brands and fashion labels. She has regularly been invited to shoot for brand campaigns and to be a guest of honor in different brand events. While modeling professionally, Sasha shot for all the big magazines, including Vogue and Elle, which is how she built great relationships with editors and industry leaders. She has also been invited to attend major fashion shows and events during New York, Milan, Seoul and Shanghai fashion weeks.
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If you are alive, dare to try I mainly focus on fashion, but have also dabbled in beauty, fitness, parenting and baby-care. I believe that someone living life to the fullest should be versatile and not limited to one niche. You can try everything and do it fearlessly. My modeling background has given me a deep understanding of the fashion industry. When I started sharing my lifestyle and outfits online, I managed to attract recognition bit by bit.
It’s more fun when you do it as a KOL couple I think that a KOL needs to bring something special to the industry, and I stand out most while shooting. Thanks to my experience as a model, shooting and filming are quite easy for me. What’s more, my husband and I make a KOL couple! Two people are always more powerful than one. We have travelled to Korea, USA, France, Italy, and other countries together. We record each new place from our unique perspectives.
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Record beautiful moments and meet like-minded people I feel very happy and fulfilled. I get to record life’s beautiful moments while meeting like-minded people and seeing a whole different world. This is what life should be about. Of course, behind the carefree appearance there is often tons of hard work. For example, even if you’re shooting in a thin dress on a snow-covered mountain in winter, or under the blazing sun for 10 hours in summer, you still have to maintain a top-notch professional attitude.
Endorses brands through live-streaming, visuals and text Sasha has worked with brands including Lacoste, Tory Burch, Uniqlo, Old Navy, Botkier, Coccinelle, Tissot, and more. She has also done live promotions for Fossil, H&M, and Givenchy.
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Q & A
w i t h
YA K I
Heart, Soul and Elfin SKR!
Q: What do you blog about, and what are your thoughts about the fashion KOL industry? A: I blog about fashion and beauty. This industry has the most diverse and colorful social circle. It’s a collective of people with good looks, great talent and great bodies, so the competition is really tight, and that in itself can limit one’s self-expression. The people you see around you – your competition – are just so amazing, and the deeper you go into the field, the more absorbed you become, sometimes setting unrealistic standards for yourself. Q: What led you to pursue your career and become a fashion KOL? A: My career started as a fashion editor. That sort of paved the way for me to become who I am today. I slowly developed my own feelings about how traditional media and social media differed. I could see that Chinese girls weren’t learning about beauty and fashion from big fashion magazines anymore, so I started building a small network of influence around me that gradually expanded, and I became an influencer. Q: What makes you different from other KOLs? A: I’d say I stand out easily among KOLs just because of my elfin looks. (And that s not because I have pointy ears!) I don’t project sex appeal or put on a sweet face, nor do I chase the latest trends or pretend to be royalty. I’m sure you get what I mean! It’s just my SKR working on you.
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Q: What is your most memorable experience working with a brand? A: That would be my time working with Korean makeup brand Passional Lover. Coincidentally, that was when Seoul Fashion Week was happening, so I got invited and ended up doing the makeup promotion at the fashion show itself! Because Seoul Fashion Week was a very hot topic in the media during that time these posts from the show were my most successful ever, by far exceeding my usual daily reach.
RAZ
Q: What is your dream career and what do you think about your current career as a KOL? A: Although I’m a fashion and beauty blogger, I am secretly jealous of travel bloggers. While I feel their life of traveling between five continents is not that easy – they have to work constantly on blog content while traveling and stay inspired – I am nevertheless magnetized by their encounters with the oceans, mountains and local customs of so many different countries. Q: What is your biggest regret? A: I regret that when my mother suffered from depression, I was not able to be there for her. I am a thick-skinned person and, because of that, I was not able to feel her pain, and did not even realize how seriously ill she was.
Q: What brands have you worked with, and how do you choose brands to collaborate with? A: Brands I have worked with recently include Christian Louboutin, COCO Chanel, Swatch, FILA, DAZZLE, and Stashd. I work with a diverse range of products. For example, there’s makeup, clothing, watches, accessories and skin care products. I’m open to collaboration when I feel there is apparent synchronicity between the brand’s tone and my personal style. Liking a brand personally is the most important thing for me.
Q: What advice would you give to future fashion bloggers? A: Put your heart and soul into your work, and you will definitely be rewarded. Make sure your content is authentic, fresh and special.
Q: What brand would you absolutely love to work with? A: I would like to work with Urban Decay, since I ve become a big fan of makeup recently.
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01.韩志恒 Shenyang One of 2017’s Weibo Top 10 Superstars
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Top mentioned brands: HERSHEY’S KISSES; Content types: Fashion Fans: 2.1M
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Wuhan
Live-streaming star Fans:
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Guangzhou
Skincare and beauty blogger and live-streamer Top mentioned brands: Orthia; Coreana; ZeroWater Content types: Fashion Fans: 1.3M 1.2M 04.詹小猪Coco
Nanjing
Makeup enthusiast and fashion blogger Top mentioned brands: Shu Uemura; YSL Beaut§; Saint Laurent Content types: Fashion Fans: 1.1M
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Beijing
Filmmaker and fashionista with a focus on Japanese “pure and fresh� style 08.NatashaLau
Top mentioned brands: MIA Content types: Fashion Fans: 1.1M
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Amercia
Travel photographer and model
06.七爺Jessi
Shanghai
Street-style fashion and makeup blogger Top mentioned brands: Phillips; Dana; Ferrari Content types: Fashion Fans: 1.1M
Top mentioned brands: Tmall; Estee Lauder; Rituals Content types: Fashion Fans: 1.1M 1.1M
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Top mentioned brands: Shopbop; ZARA; OOK Content types: Fashion Fans: 504K
10.赖婧LAIJING Actress known for role in Love Actually (2017)
13.Gyokuu 12.惟babyFashion brand founder and industry blogger Top mentioned brands: ISDIN; ANA; Kangmei Content types: Fashion Fans: 326K
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Travel photographer and fashion blogger Top mentioned brands: Apple; Valmont; La Mer Content types: Makeup Fans: 273K
Content types: Fashion Fans: 484K
17.就叫常天然
Hefei
Fashion blogger Top mentioned brands: KFC; Midea Content types: Fashion Fans: 11K
16.大森森sss Fashionista and fashion blogger Top mentioned brands: Mederma; ReFa Content types: Fashion Fans: 12K 15.樱颸 Guangzhou Accessories advocate and skincare expert
11.王少女YOKI
Beijing
Style blogger specializing in Japanese fashion trends
Top mentioned brands: Jaeger-LeCoultre; ZeroWater; PAUL HEWITT Content types: Fashion Fans: 61K
Top mentioned brands: FamilyMart; Unilever; PROYA Content types: Fashion Fans: 461K
14.YangFanJame
Shanghai
Men’s clothing blogger Top mentioned brands: Taobao; Chanel Fashion; Gucci Content types: Fashion Fans: 226K 3905
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15.绒摸摸不扎针
Shenzhen
Hair care blogger Top mentioned brands: ZARA; LEED; Dolly Wink Content types: Fashion Fans: 19K
13.SASSYGAL Taobao store owner and fashionista Top mentioned brands: Sassy Baby; Gucci; Balenciaga Content types: Fashion Fans: 72K
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Top mentioned brands: Claire’s; Hong Kong Disneyland; MUJI Content types: Fashion Fans: 69K
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Model and fashion talent Top mentioned brands: PAUL HEWITT; ICA; Anchor Content types: Fashion Fans: 37K
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