But what about KOLs and KOCs? Let’s clear things up. KOLs (Key Opinion Leaders) are content creators—more commonly known as influencers—who, thanks to their large follower base, wield significant power over consumer purchasing decisions. On the other hand, we have KOCs (Key Opinion Consumers): despite their smaller followings, they are perceived as more genuine and trustworthy because they share reviews based on real-life shopping experiences. KOS, however, are different. Unlike KOLs or KOCs, they are brand insiders, store employees and product specialists who turn their expertise into digital influence.

While the rise of “employees-turned-influencers” has been particularly noticeable over the past couple of years, there was one defining moment in 2021 that catapulted them to prominence: the “KOS101” campaign. This month-long competition, designed to select the top 11 KOS for an official team, attracted over 10,000 participants and generated nearly 6 million RMB in sales during the final live stream, proving just how much consumers crave authentic guidance from experts who truly understand the products.

Curious to see how widespread KOS has become? A quick search on any social media or short-video platform will be more than enough to get an idea. Type in luxury brands like Loewe or sportswear giants like ANTA on platforms such as Douyin or Xiaohongshu, and you won’t just find brand ads—you’ll uncover an entire ecosystem of KOS accounts at your fingertips.

The rise of KOS couldn’t come at a better moment. With growing marketing costs and shifting consumer behavior, brands need a more cost-effective and conversion-driven approach—and KOS deliver just that. Unlike traditional influencer marketing, where brands pay exorbitant fees to KOLs for endorsements, KOS leverage existing sales teams, turning knowledgeable employees into digital opinion leaders at no extra cost. While WeChat has helped brands maintain customer relationships, openly shared content on social media proves far more effective, engaging potential buyers who actively search for product insights.

Today’s consumers, particularly Gen Z, are strategic shoppers—they don’t buy on impulse. Instead, they engage in “search-style shopping”, comparing options, seeking expert opinions, and prioritizing authenticity over traditional advertising. This is where KOS thrive: they seamlessly integrate product expertise with engaging content, offering followers (or potential customers) styling tutorials, insider tips, and firsthand knowledge that builds trust.

Not all KOS are the same: some captivate audiences with insider knowledge, while others rely on storytelling, humor, or pop culture references to spark engagement. Luxury brands like Dior have embraced KOS who go beyond product promotion, weaving in brand history and design inspirations. Others act as digital brand ambassadors sharing behind-the-scenes moments from exclusive events, thus offering consumers a rare glimpse into the luxury world.

Another category relies on story-driven content, integrating their daily work lives, dressing tutorials and makeup transformations to subtly promote products. Then there’s the comedy-driven KOS like Wengweng, a Bottega Veneta salesperson who skyrocketed to fame by using an aging filter to create humorous content. Initially seen as unconventional, his videos proved wildly successful, so much so that customers started to seek him out in-store—a clear sign of how engaging KOS can convert online views into actual sales.

Once strictly controlled, the luxury industry’s image management has had to evolve in response to changing times. Brands that once avoided allowing employees to be visible on social media now see personal engagement from retail staff as a valuable tool for connecting with consumers, especially in a period when consumers are much more cautious with their spending.

KOS may be a game-changer for brands, but they also come with serious challenges. One of the biggest risks is high turnover: as soon as a salesperson gains a large following, they become valuable not just to the brand but to influencer agencies (MCNs) and competitors looking to recruit them. Many KOS eventually leave their retail positions, taking their hard-earned audience with them and forcing brands to start over in training new talent.

Another challenge is content consistency. Unlike professional influencers, sales staff balance their time between online engagement and in-store responsibilities, making it difficult to create content at the same pace as full-time digital creators. Additionally, as KOS evolve into recognizable brand figures, companies must establish strict content guidelines, engagement strategies, and retention incentives to keep them aligned with the brand’s vision. Without a clear long-term strategy, brands risk losing not just individual KOS, but also the authentic connection they’ve built with consumers, allowing competitors or external agencies to capitalize on their success.

Does it mean that KOLs and KOCs are fading into the past? Far from it. The real power lies in blending all three, crafting a strategy where reach, authenticity, and expertise come together to guide consumers at every step of the journey.