With the development of Weibo and WeChat, the KOL (Key Opinion Leader) has been regarded as a new marketing tool. It has the advantages of the coverage and influence of the social media. Through the KOL promotion, brand attributes will increase and potential customers will be dug up as well.
ASMI will work with Fashion Xiao Mi, who is a food gourmet and has more than one million followers, to launch a promotion, which will last one month starting from May 25 through June 13. During the promotion period, Fashion Xiao Mi will use Alaska seafood including black cod, yellowfin sole, sockeye, and king crab to develop recipes and make 4 instructional videos to teach consumers how to cook. The vedio will be posted on his weibo, and his instructional weibo will link to ASMI China web page. His followers could get more information of Alaska seafood through ASMI China page .