Now many brands will choose their own spokesmen, which is based on the market demand, so virtual spokesmen are derived. The so-called virtual spokesperson, as its name implies, is that he will not choose a popular star to speak, but will establish a new character image according to the concept of the product, and then represent his own product through this character. People, no matter their appearance or personality, just like a real person, play a good communication role between consumers and products. Because of this, it also places great emphasis on role-building.

At present, many well-known enterprises in the market have also chosen virtual spokespersons. For example, the cartoon image of the white rabbit is chosen as their spokesperson, and KFC, Haier Brothers, Danone Biscuits and Bright Milk all choose virtual spokespersons. With the precipitation of the brand, their spokesmen have gradually taken root in people's hearts. When you mention grandpa KFC, KFC products will automatically appear in your mind, just like when you mention Haier brothers, everyone will automatically think of Haier brothers air conditioning. Of course, virtual spokespersons are not only cartoon images, but also plants, people, animals, experts and so on. They also use various brands. In addition to the drinks and foods that consumers are most familiar with, even daily necessities, It and various clothing giants have chosen virtual spokespersons.

As we all know, the spokesman is very important for a brand, and it is like a carrier, which can effectively connect consumers and brands closely. Because of this, spokespersons are very important for brand image. This is why many first-line luxury brands are particularly cautious when choosing domestic female stars to speak. They usually consider two or three years to judge whether the spokespersons meet their brand image by evaluating their market value and fashion popularity. Compared with real people, choosing a virtual spokesperson has many advantages. Not only is the cost relatively low, but you should know that the virtual spokesperson will not have any negative news. For example, at the beginning of 2002 1 year1month, the news of Zheng Shuang's surrogacy made Prada's stock drop instantly. Although Zheng Shuang was officially declared as Prada's spokesperson for one week, in order to avoid losses, Prada responded quickly after the accident in Zheng Shuang and changed the spokesperson at the first time. In addition, brands such as animation will grow with the growth of characters' age, but virtual spokespersons will always remain young and lovely, which is also the reason why brands can deepen consumers' impression.

Although many enterprises don't attach importance to virtual spokesmen now, they think that the role of virtual spokesmen in advertising effect is relatively slow compared with star effect, and they are also worried about whether the quality of their virtual spokesmen can be accepted by the market. Therefore, under the influence of traditional thinking and various obstacles in reality, most enterprises still prefer star spokesmen. But in any case, I believe that there will be more and more virtual spokespersons in the future.