On chinadaily.com.cn

Trends: JD to incubate key opinion leaders

E-commerce giant JD is cultivating key opinion leaders to build up its strength in the e-commerce sector, according to technology media outlet 36kr. At its JD Shopping Circle, a mini-program for WeChat providing a platform for users to post reviews on products and share experiences, JD launched a Super Partner Program, aiming to incubate online celebrities. A report from marketing data technology company AdMaster said about 40 percent of Chinese consumers have been influenced by key opinion leaders in making purchasing decisions, and cooperation with these leaders has become one of the most popular marketing ploys for advertisers in the country.

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