Growing grass takes China by storm

October 17th, 2019

Factors and analysis by Red Digital Lab.

种草营销 means ‘growing grass’ in English, but it is referring to the marketing strategy of KOL promoting products on Chineses Social Media and creating the atmosphere that 'everyone is buying'. Why is this strategy so popular in China? Read on to find out the answer!


In terms of brands’ strategy, brand awareness and attractiveness is the key. When Key Opinion Leaders KOL create original content to promote brands’ products on Chinese Social Media, a user's attention can be drawn more quickly. As users think the products have already gone viral among their peers, they actively search for products and make purchases.


KOL also benefits from the endorsement, especially when they run out of topics to share, and they may receive free products for promoting them.