Meaning:
Short for “key opinion consumer,” this term refers to a new kind of influencer used in building a brand’s image and pushing sales. They are everyday consumers, whose value is based on their relatability and trustworthy nature. Their focus is on product reviews. They may have only a few hundred or a few thousand followers on social media. For millennial Chinese consumers, however, this personable, friend-like appeal can have a powerful impact on purchasing decisions.
Example:
A: 你们新产品推广找了哪些头部网红？
Nǐmen xīnchǎnpǐn tuīguǎng zhǎo le nǎxiē tóubù wǎnghóng?
Who of the top influencers did you hire to market your new product?
B: 没有，我们找了五十个KOC。
Méiyǒu , wǒmen zhǎo le wǔshígè KOC.
We didn’t hire any. Instead we chose to work with 50 KOCs.