"Zhongcao", a popular Chinese term meaning "planting grass" originally, describes the effect of recommendation-based marketing strategy as "to plant a seed in one's mind". It is commonly used to promote fashion, cosmetics, and food products in China. According to a survey conducted in March 2022, over two thirds of respondents stated that they had purchased the endorsed products because they wanted to follow the same style of the key opinion leaders (KOLs).
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iiMedia Research. (March 14, 2022). Share of respondents making purchases influenced by recommendation-based marketing (Zhongcao) in China as of March 2022, by reason [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 29, 2026, from /statistics/1304748/china-main-reasons-to-make-purchases-based-on-influencer-marketing/
iiMedia Research. "Share of respondents making purchases influenced by recommendation-based marketing (Zhongcao) in China as of March 2022, by reason." Chart. March 14, 2022. ÌÇÐÄÆƽâ°æ. Accessed July 29, 2026. /statistics/1304748/china-main-reasons-to-make-purchases-based-on-influencer-marketing/
iiMedia Research. (2022). Share of respondents making purchases influenced by recommendation-based marketing (Zhongcao) in China as of March 2022, by reason. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 29, 2026. /statistics/1304748/china-main-reasons-to-make-purchases-based-on-influencer-marketing/
iiMedia Research. "Share of Respondents Making Purchases Influenced by Recommendation-based Marketing (Zhongcao) in China as of March 2022, by Reason." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 14 Mar 2022, /statistics/1304748/china-main-reasons-to-make-purchases-based-on-influencer-marketing/
iiMedia Research, Share of respondents making purchases influenced by recommendation-based marketing (Zhongcao) in China as of March 2022, by reason ÌÇÐÄÆƽâ°æ, /statistics/1304748/china-main-reasons-to-make-purchases-based-on-influencer-marketing/ (last visited July 29, 2026)
Share of respondents making purchases influenced by recommendation-based marketing (Zhongcao) in China as of March 2022, by reason [Graph], iiMedia Research, March 14, 2022. [Online]. Available: /statistics/1304748/china-main-reasons-to-make-purchases-based-on-influencer-marketing/
