<Editor's Pick>How KOL entangles with retail industry in the trend of e-commerce socialization?

In the last few years, KOL (Key opinion leader), began to associate with e-commerce. Since the establishment of Alibaba in 1999, Taobao has been the first in China's electric business for several years. JD.com has won a place on its own sales, but the volume is still far apart. In 2015, Pinduoduo officially went online and relied on social networks to complete the fission. Since then, Yunji and Beidian have risen. Social networking has become a new force for e-commerce breaks. KOL's share-based sales centered on "people" has been rising, and more and more consumers are willing to buy products recommended by friends.

Lazarsfeld, one of the four founders of communication studies, and when he proposed the "opinion leader" concept, may not have thought that it would one day play a role in the retail industry. At the earliest, opinion leaders refer to those who can influence the opinions of the group. They draw information from the mass media, influence public opinion from their own opinions, and even influence the public situation.

The boundaries of KOL extend again, from marketing to the retail world. They not only affect the user's consumption decisions, but also build the way from consumers to the goods; they are responsible for understanding user appeals. They are also called "store owners" and are an indispensable part of the social e-commerce network.

In the past two years, the new KOLs are growing rapidly, and social e-commerce is constantly occupying the market. What is the underlying business logic behind this?