In recent years, the Key Opinion Leader (KOL) phenomenon in China has been central to the growth of the premium and luxury goods markets. As many Chinese consumers are suspicious of information distributed through traditional marketing channels, KOLs provide a form of advertising often seen as more genuine and trustworthy. Is the KOL wave a fad or here to stay? How can brands harness the power of KOLs while avoiding the pitfalls? In this session KOL expert Hu Yuwan, Chief Operations Officer of Daxue Consulting, will address these questions and more.