By John Ewart, fund manager at Aubrey Capital Management

For those of my vintage China Livestreaming and the KOL may sound like 1990s electronic pop bands that occasionally find a following on Spotify.

In 2021 this relatively new phenomenon is quite different and being China, is on a greater scale. Online, interactive marketing to the modern consumer – the era of the social media influencer has arrived.

We have written before of the Alibaba Singles Day extravaganza, which last November recorded revenue in excess of Rmb370 billion in a day, generating sales for over 250,000 brands, and encouraging ov...