How can KOLs in self media platforms help localise international brands?-Taking Adidas as an example

Abstract

For an international brand to gain a foothold in a new market, it is not enough to rely on a global image, for example, how to make consumers feel that a sports brand like Adidas is not just a foreign product after entering the Chinese market? For example, how can a sports brand such as Adidas make consumers feel that it is not just a foreign product, but "one of us" after entering the Chinese market? How to make consumers feel that it is not just a foreign product but "one of us" after entering China? The answer may be hidden in the KOLs, who are the most popular bloggers on the web. Taking Adidas as an example, this article examines the role of "key opinion leaders" on self-media platforms to help international brands better integrate into the local market. By analyzing Adidas marketing cases in China, interviewing consumers, and studying the content posted by KOLs, we find that KOLs are like "cultural translators" and "cultural translators". We found that KOLs act as "cultural translators" and "trust brokers" to make brands more localised through two core mechanisms. The first is "cultural grafting". The first is "cultural grafting": KOLs make brands more grounded by incorporating local cultural elements (e.g., combining hanbok designs and Chinese New Year-themed ads).The second is "cultural grafting": KOLs make their brands more popular by incorporating elements of local culture (e.g. Hanbok design, Spring Festival-themed ads).For example, grassroots KOLs are good at using dialect or localised scenes to bring them closer to consumers. The third type is "trust transmission": celebrities or KOLs in professional fields (e.g. sportspersons) make fans trust the brand through professional evaluation or emotional empathy. KOLs in the field of celebrity or professional (e.g. sports experts) through professional evaluation or emotional sympathy, make fans trust the brand. For example, KOLs in the mother and baby category make parents feel that Adidas products are suitable for families through parenting stories. But be careful. However, it is important to note that over-commercialization (e.g. frequent advertising) can lead to a loss of trust.The findings are useful for multinationals in two ways. One is how to choose the right KOLs, and the other is how to balance the brand tone and localization needs.