Because now the young consumer groups for virtual secondary characters more and more deep degree of love, and even for the virtual IP consumption, and virtual spokesman produced by the unknown impact does not have a negative impact on the brand side, so now more and more virtual spokesman popular, the most fundamental driving force behind the study of the young consumer groups are willing to buy for the secondary yuan. The consumer trends under the influence of the Z era are gradually diversifying and changing the marketing approach of the market. But this development trend is completely in line with the trend of social development, but also a symbol of social and cultural progress, the virtual spokesman for the market there is a lot of room for development, highly sought after by consumers.

1. Consumption guidance of young consumer groups

With the development of the times, different times consumer groups have different personality characteristics, highlighting the characteristics of the times. At present, take the group of 90 and 00 after the point of view, anime and secondary yuan almost occupy their growth space, they are very high acceptance of this virtualization direction, but also willing to pay for it. Especially some of the classic anime IP, but also stirred up these groups of childhood plot, in the case of emotional appeal is mobilized under the natural willingness to consume, after all, anime IP emotional **** Ming with the emotional feelings directly linked to the consumer behavior.

2. The disadvantages of real-life endorsement

I have to say that this has become a nightmare for many companies and images, the brand side of the cooperation of the spokesman, the most fearful thing is nothing more than the spokesman overturned, a variety of events in the conflict will be a serious stimulus to the decline in the consumer market, and even to the internal business caused by the irreparable vacancy. The purpose of the real idol endorsement and the fan economy is heavily involved, the brand wants to stimulate a certain consumer group to pay for it through the idol's own fan traffic, but there is a certain risk behind the marketing means that comes with the culture of the rice circle and the fan economy, that is, after the idol overturned the car the loss will be unable to make up for it, or even the loss of a lot of money, which directly harms the brand's reputation.

3. The development of virtual idols in the era of Z

Compared with Japan and South Korea, the development of China's animation IP industry is in its infancy, similar to Hatsune Miku's virtual idol is almost non-existent, but according to the current law of development of the industry, we can see that animation IP's infinite potential for development, a lot of brands have begun to cooperate with the popular animation IP characters, or even create their own virtual IP image! Become their own spokesman, and the image of the relevant molding, these are the era of virtual idol development. The prevalence of an economic model will naturally lead to the emergence of another economic model, the emergence of the virtual spokesman in line with the trend of the times, is as strong as ever forward.