Amid rapid growth in the live commerce market, efforts to connect KOLs with Japanese companies are gaining momentum. It has been reported that 34-year-old Gao Xing (高興), a leading KOL in Kansai, generates daily sales of more than ¥10 million.
The live commerce market is growing rapidly, and intermediary companies connecting Japanese businesses with KOLs are emerging. Rokutona, based in Shibuya, Tokyo, was established 7 years ago, and has reportedly seen a sharp increase in inquiries from Japanese companies seeking to enter the Chinese market since the COVID-19 pandemic.
President Nemoto Hikaru (根本 光) says the number of companies handled has grown to more than 100, increasing several dozenfold over the past few years. The article also introduces a visit last November by a company handling beauty devices and cosmetics in Osaka.
As an example of a transaction, the article shows Yanase Shingo (梁瀬 伸吾), president of ワイズリンクス, and others introducing a beauty device in the form of a mask that delivers a mild electric current. The parties involved share the view that entering the Chinese market is the only option, as domestic sales struggled to grow during the COVID-19 pandemic.
The article presents specific examples of overseas expansion through collaboration between KOLs and Japanese companies, while also describing the intentions of businesses using live commerce and changes in the market.