When Douyin made its pivot to ecommerce on July 1st, it unleashed a gold rush to occupy space in this newborn ecosystem. Having more than 400 million average daily users, the rush for Douyin ecommerce real estate is taking place at an unprecedented speed. The more noteworthy of all these initiatives is the “Super KOC” contest. It is the talent show to find who’s the king of sales in China.
Modelled after talent contests such as Britain’s Got Talent, the Super KOC contest aims to find the best sales influencers in the country. The contest lasts several months and has three different rounds that narrow down the competition. Participants get mentoring during the contest to improve their techniques and optimise their channels. For influencers and KOCs, Super KOC offers a quick way to increase the number of followers while they make profits from their sales.
For their part, brands can test new products or boost their bestsellers even further, reaching new customers that otherwise would be costly to reach. The contest helps them establish a working relationship with influencers while they make sales.
The Super KOC is a joint project by Shanghai Kumai New Media, Mangguo TV (Hunan TV network) and Gojoy—the technical partner in charge of the supply chain solution. We provide the products that influencers sell on their channels. With national TV coverage, the participation of top brands, an army of influencers, and the fact that TikTok is supporting the contest, Super KOC is giving Gojoy a boost in vendor and influencer recruitment.
The Super KOC contest kickstarts on August 20 and will be running until spring 2021.