{"id":9947,"date":"2021-11-28T14:11:00","date_gmt":"2021-11-28T14:11:00","guid":{"rendered":"https:\/\/touristechinois.com\/?p=9947"},"modified":"2021-11-27T10:27:46","modified_gmt":"2021-11-27T10:27:46","slug":"lhumiliation-virale-dun-influenceur-chinois","status":"publish","type":"post","link":"https:\/\/touristechinois.com\/lhumiliation-virale-dun-influenceur-chinois\/","title":{"rendered":"L\u2019humiliation virale d\u2019un influenceur chinois"},"content":{"rendered":"\n<p>En s\u2019associant \u00e0 des KOL, les marques peuvent atteindre efficacement de nouveaux publics. Mais ce choix marketing comporte certains risques. La r\u00e9cente b\u00e9vue de la star des r\u00e9seaux sociaux Li Jiaqi en est un exemple.<\/p>\n\n\n\n<p>Si vous souhaitez en savoir plus, lisez la suite de cet article.<\/p>\n\n\n\n<ul><li><strong>La star des r\u00e9seaux sociaux chinois Weibo Li Jiaqi<\/strong><\/li><li><strong>L\u2019incident du live-stream de la po\u00eale antiadh\u00e9sive de Li Jiaqi<\/strong><\/li><li><strong>Le choix d\u00e9terminant de KOL pour votre marque en Chine<\/strong><\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>La star des r\u00e9seaux sociaux chinois Weibo Li Jiaqi<\/strong><\/h2>\n\n\n\n<p>Li Jiaqi n&rsquo;est pas une star de cin\u00e9ma ni un chanteur dans un boys band. C\u2019est un<a href=\"http:\/\/www.chine-info.com\/static\/content\/french\/Regard%20sur%20la%20Chine\/%C3%89conomie\/2021-03-19\/822614817822220288.html\"> KOL, c\u00e9l\u00e8bre pour ses records in\u00e9gal\u00e9s <\/a>de vente en direct de produits de maquillage, notamment de rouges \u00e0 l\u00e8vres, qui lui ont valu le titre de \u00ab\u00a0vendeur n\u00b01 de rouges \u00e0 l\u00e8vres\u00a0\u00bb (\u53e3\u7ea2\u4e00\u54e5).<\/p>\n\n\n\n<p>\u00ab\u00a0Achetez-le ! Achetez-le ! Achetez-le !\u00a0\u00bb est la devise de Li, et cela semble fonctionner. Pass\u00e9 de conseiller en beaut\u00e9 chez L&rsquo;Or\u00e9al \u00e0 une c\u00e9l\u00e9brit\u00e9 nationale de l&rsquo;Internet avec plus de neuf millions de followers sur Weibo en seulement deux ans, Li gagne d\u00e9sormais un revenu annuel de plus de 1,4 million de dollars (10 millions de yuans). Son record de vente de 15 000 rouges \u00e0 l\u00e8vres en cinq minutes lors de la Journ\u00e9e des c\u00e9libataires de l&rsquo;ann\u00e9e derni\u00e8re n&rsquo;a pas \u00e9t\u00e9 battu.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/touristechinois.com\/wp-content\/uploads\/2021\/11\/lI-jIAQI.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"532\" src=\"https:\/\/touristechinois.com\/wp-content\/uploads\/2021\/11\/lI-jIAQI-1024x532.jpg\" alt=\"\" class=\"wp-image-9949\" srcset=\"https:\/\/touristechinois.com\/wp-content\/uploads\/2021\/11\/lI-jIAQI-1024x532.jpg 1024w, https:\/\/touristechinois.com\/wp-content\/uploads\/2021\/11\/lI-jIAQI-980x510.jpg 980w, https:\/\/touristechinois.com\/wp-content\/uploads\/2021\/11\/lI-jIAQI-480x250.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/a><\/figure>\n\n\n\n<p>Depuis le lancement de la pr\u00e9vente de la Journ\u00e9e des c\u00e9libataires de cette ann\u00e9e, Li est devenu viral en ligne au cours des derni\u00e8res semaines. Le succ\u00e8s de Li est un bon exemple de la fa\u00e7on dont les marques de luxe se tournent de plus en plus vers des collaborations avec des c\u00e9l\u00e9brit\u00e9s populaires sur Internet en Chine pour obtenir des r\u00e9sultats.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>L\u2019incident du live-stream de la po\u00eale antiadh\u00e9sive de Li Jiaqi<\/strong><\/h2>\n\n\n\n<p>Dans une vid\u00e9o, Li incite les t\u00e9l\u00e9spectateurs \u00e0 acheter la po\u00eale, produite par Cooker King, en soulignant que les \u0153ufs n&rsquo;adh\u00e8rent pas \u00e0 la po\u00eale et en demandant \u00e0 son assistant de faire une d\u00e9monstration. Durant la d\u00e9monstration, les \u0153ufs ont coll\u00e9 \u00e0 toute la surface de la po\u00eale, ce qui a suscit\u00e9 chez les net-citoyens chinois des interrogations sur la cr\u00e9dibilit\u00e9 de Li.<\/p>\n\n\n\n<p>Li Jiaqi tente, sans succ\u00e8s, d&rsquo;enlever les \u0153ufs coll\u00e9s \u00e0 la po\u00eale qu&rsquo;il essaie de vendre \u00e0 ses followers. Photo : Sanyan Finance<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Le choix d\u00e9terminant de KOL pour votre marque en Chine<\/strong><\/h2>\n\n\n\n<p>Bien qu&rsquo;il semble extr\u00eamement rentable de travailler avec <a href=\"https:\/\/chinesebusinessclub.fr\/la-relation-celebrites-marques-en-chine\/\">ces c\u00e9l\u00e9brit\u00e9s de l&rsquo;Internet<\/a>, les marques doivent garder quelques \u00e9l\u00e9ments \u00e0 l&rsquo;esprit. Tout d&rsquo;abord, vous voulez choisir un KOL dont l&rsquo;image, la personnalit\u00e9 et le temp\u00e9rament correspondent \u00e0 votre marque. \u00a0\u00bb En choisissant un KOL, la marque affirme indirectement son style \u00ab\u00a0, explique Shuman Li, un employ\u00e9 de Dior.<\/p>\n\n\n\n<p>De plus, en travaillant avec des KOL, les sp\u00e9cialistes du marketing doivent \u00e9galement d\u00e9terminer si un KOL est aussi populaire qu&rsquo;il le pr\u00e9tend. Une ancienne employ\u00e9e anonyme d&rsquo;une marque de produits de beaut\u00e9 bien connue a exprim\u00e9 sa frustration de travailler avec une c\u00e9l\u00e9brit\u00e9 de l&rsquo;Internet, affirmant que 50 % des produits achet\u00e9s \u00e9taient retourn\u00e9s apr\u00e8s une vente en direct. Cette situation a \u00e9t\u00e9 attribu\u00e9e au fait que de nombreux t\u00e9l\u00e9spectateurs et consommateurs de la personnalit\u00e9 virtuelle \u00e9taient des \u00a0\u00bb shui jun \u00a0\u00bb (t\u00e9l\u00e9spectateurs pay\u00e9s).<\/p>\n\n\n\n<p><strong>En conclusion<\/strong><\/p>\n\n\n\n<p>Tester les produits avant de les diffuser en direct peut permettre d\u2019\u00e9viter ce genre de d\u00e9convenue. Mais avant tout, le m\u00e9tier d\u2019influenceur est un m\u00e9tier de confiance avec les consommateurs. Sans cette confiance, il semble plus que compliqu\u00e9 de vendre les produits. La cr\u00e9dibilit\u00e9 des KOL est un enjeu de taille.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/touristechinois.com\/wp-content\/uploads\/2021\/11\/cafe10-1.png\"><img loading=\"lazy\" decoding=\"async\" width=\"966\" height=\"414\" src=\"https:\/\/touristechinois.com\/wp-content\/uploads\/2021\/11\/cafe10-1.png\" alt=\"\" class=\"wp-image-9950\" srcset=\"https:\/\/touristechinois.com\/wp-content\/uploads\/2021\/11\/cafe10-1.png 966w, https:\/\/touristechinois.com\/wp-content\/uploads\/2021\/11\/cafe10-1-480x206.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 966px, 100vw\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>En s\u2019associant \u00e0 des KOL, les marques peuvent atteindre efficacement de nouveaux publics. Mais ce choix marketing comporte certains risques. La r\u00e9cente b\u00e9vue de la star des r\u00e9seaux sociaux Li Jiaqi en est un exemple. Si vous souhaitez en savoir plus, lisez la suite de cet article. La star des r\u00e9seaux sociaux chinois Weibo Li [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":9948,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[221,295],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>L\u2019humiliation virale d\u2019un influenceur chinois - Touristes Chinois<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/touristechinois.com\/lhumiliation-virale-dun-influenceur-chinois\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019humiliation virale d\u2019un influenceur chinois - Touristes Chinois\" \/>\n<meta property=\"og:description\" content=\"En s\u2019associant \u00e0 des KOL, les marques peuvent atteindre efficacement de nouveaux publics. Mais ce choix marketing comporte certains risques. La r\u00e9cente b\u00e9vue de la star des r\u00e9seaux sociaux Li Jiaqi en est un exemple. Si vous souhaitez en savoir plus, lisez la suite de cet article. 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