What makes a top live commerce host or KOL (Key Opinion Leader)? Is it their appearance, emotional intelligence, talent, or training? Or are these just the bare minimum requirements?

Our team visited the top three Multi-Channel Networks (MCNs) in China last week (as part of our MW Immersion: Live Commerce), uncovering the secrets behind their success in such a competitive landscape.

With millions of aspiring KOLs, how does one truly stand out and become the best of the best?

Tune in as we dive into what MCNs are doing to nurture talent, as well as the innovative business strategies they are exploring to grow without over-relying on KOLs.

This episode also distills eight key learnings from our immersion, touching on diverse topics from the rise of AI hosts and sustained platform investments to leveraging China’s robust supply chain for live commerce.

Featured materials:

MW Immersions: Live Commerce [Hangzhou, May 2024], Momentum Works

Who is Temu?, Momentum Works

Is MCN a good business model?, The Impulso Podcast

Our learnings from visiting top MCNs in China, The Impulso Podcast

E79: What makes a top KOL, and other learnings 41:22 Share

The Impulso Podcast

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E79: What makes a top KOL, and other learnings