"Zhongcao", a popular Chinese term meaning "planting grass" originally, describes the effect of recommendation-based marketing strategy as "to plant a seed in one's mind". It is commonly used to promote fashion, cosmetics, and food products in China. According to a survey conducted in March 2022, over two thirds of respondents stated that they had purchased the endorsed products because they wanted to follow the same style of the key opinion leaders (KOLs).
Share of respondents making purchases influenced by recommendation-based marketing (Zhongcao) in China as of March 2022, by reason
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iiMedia Research. (March 14, 2022). Share of respondents making purchases influenced by recommendation-based marketing (Zhongcao) in China as of March 2022, by reason [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1304748/china-main-reasons-to-make-purchases-based-on-influencer-marketing/
iiMedia Research. "Share of respondents making purchases influenced by recommendation-based marketing (Zhongcao) in China as of March 2022, by reason." Chart. March 14, 2022. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1304748/china-main-reasons-to-make-purchases-based-on-influencer-marketing/
iiMedia Research. (2022). Share of respondents making purchases influenced by recommendation-based marketing (Zhongcao) in China as of March 2022, by reason. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1304748/china-main-reasons-to-make-purchases-based-on-influencer-marketing/
iiMedia Research. "Share of Respondents Making Purchases Influenced by Recommendation-based Marketing (Zhongcao) in China as of March 2022, by Reason." Statista, Statista Inc., 14 Mar 2022, https://www.statista.com/statistics/1304748/china-main-reasons-to-make-purchases-based-on-influencer-marketing/
iiMedia Research, Share of respondents making purchases influenced by recommendation-based marketing (Zhongcao) in China as of March 2022, by reason Statista, https://www.statista.com/statistics/1304748/china-main-reasons-to-make-purchases-based-on-influencer-marketing/ (last visited December 22, 2024)
Share of respondents making purchases influenced by recommendation-based marketing (Zhongcao) in China as of March 2022, by reason [Graph], iiMedia Research, March 14, 2022. [Online]. Available: https://www.statista.com/statistics/1304748/china-main-reasons-to-make-purchases-based-on-influencer-marketing/
