How to Use The KOL Marketing Model in The New Era to Stimulate the Consumption of Beauty Products

With the rapid development of B2C e-commerce model and continuous rise fan economy, KOL (Key opinion leader), key leader in social media platform "social content + e-commerce" new era, has become first factor affecting consumers' willingness to buy. This paper takes Little Red Book as research sample, through method questionnaire survey, specifically analyzes its marketing mode, advantages prospects, combined with purchase intention consumers, provide suggestions for platform.