The Impulso Podcast E73: The 2nd phase of live commerce & the role of KOCs
Apr 17, 2024
Connor Li, head of curriculum at Jitang and former language teacher, trains KOCs for China’s live commerce scene. He discusses the shift from KOL-led streams to KOC-driven trust, how Jitang recruits and equips part-time sellers, measuring KOC ROI, and practical brand strategies for low-risk live commerce trials.
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Phase Two: KOCs Complement KOLs
- China’s live commerce has entered a ‘phase two’ where KOCs (everyday consumers with niche followings) complement big KOLs.
- KOCs create deeper trust with their smaller, loyal audiences compared with mass-reach influencers.
Trust Comes From Ordinary Voices
- KOCs have fewer followers but exert deeper, niche trust because they feel like real friends rather than paid celebrities.
- That perceived authenticity makes their product recommendations more persuasive to their audiences.
IELTS Post Illustrates KOC Authenticity
- Connor shared finding an overseas student’s Douyin post offering free IELTS materials after passing the test.
- The post felt authentic and prompted trust, illustrating why everyday creators influence purchase and engagement.