請各位先登陸 (studentID,Moodle 密碼登陸),後編輯
請各位使用左方之工具列上的上載文件連結上載習作相關的相片

Internet celebrity economy is the biggest difference between Hong Kong and Mainland China, says the Co-Founder of CMRS Croup

出自香港新聞網 - 樹仁新傳系學生實習習作

跳轉到: 導航, 搜尋

Structure: 7 Content: 7

By Tsz-Shun Yam, 10 April 2019


The environment of advertising industry was very different between Hong Kong and Mainland China. The most significant difference was the internet celebrity economy.


“Wanghong in Mainland China have huge influence in the advertising industry,” Ralph Szeto, the Co-Founder of CMRS Group and the chairman of Hong Kong Association of Interactive Marketing (HKAIM) said at a Hong Kong Shue Yan University forum yesterday. There was a huge advertising cultural difference between Hong Kong and Mainland China, which was the Internet celebrity economy. In Mainland China, the influence of Wanghong’s action was way higher than Hong Kong key opinion leaders (KOLs). The development size of Hong Kong KOLs were still too small, people always concern whether their creative was good enough to maintain their popularity. Also, the price of hiring a KOL to promote the products were equal to the price of hiring celebrities and most of them already have their self-media, therefore many people would choose to hire celebrities rather than KOLs in Hong Kong.


“Hiring Wanghong to do the promotion can create huge commercial interests,” he said. In Mainland China, there were many e-commerce websites has collaborated with Wanghong. When the websites have sent their products to the Wanghong, they will use their social platform to promote the products, at the same time, audience could click on the link which the Wanghong has posted on their platform, people could buy the product more directly, there were huge commercial interests has create during this process. “Nobody could know whether people buy their products is because of the promotion by Hong Kong KOLs,” he said. E-commerce websites were extremely popular in Mainland China, even Hong Kong also has some e-commerce websites, but still was not as end-to-end as Mainland.


Ralph Szeto was the Co-Founder of CMRS Group, the core business offerings include digital and social media insights, content creation and management, training and consultancy, etc. He has also received “2015 Digital Marketer of the Year” by HKAIM and became the first batch of Certified Digital Marketer (CDM) endorsed by HKAIM in September 2015.--165054 2019年4月10日 (三) 21:01 (CST)

個人工具