From Kai Ko to Joker Xue and then to Lu Han, after several recent spokesmen's "artificial collapse", KFC finally found a reliable partner-Tianyi Luo, a virtual singer who can't keep gossiping all the time.

for KFC, a traditional catering brand with a history of 65 years, this cross-border cooperation is also an attempt to penetrate the secondary user group, or it can be said that it is an attempt to penetrate the young user group.

According to the data of iResearch, in 2116, the number of core secondary users represented by post-91s and post-11s reached 71 million, and the number of pan-secondary users reached 211 million. By 2117, this number will further increase. When this group of post-95 s and post-11 s gradually grew into the main consumer in the "three-dimensional" world, traditional brands also faced the transfer of audience groups, and "two-dimensional" began to be regarded as the best entry point to "please" these young people.

many brands give priority to designing cartoon images, introducing well-known ip, or using virtual idols as spokespersons when carrying out secondary marketing. In addition to "doing what users like", virtual idols also have a high cost performance in marketing for young people-the cost of cooperation between Tianyi Luo and KFC is in the millions, which is obviously superior to the tens of millions of endorsement fees of real stars, just in line with the KFC spokesperson storm, and can achieve good topicality and communication.

Previously, KFC's celebrity spokespersons included Kai Ko, Joker Xue and Lu Han. During the endorsement period, all kinds of negative news broke out. This time, after announcing the cooperation with Tianyi Luo, many netizens also teased that KFC chose virtual idols this time because it took a fancy to the characteristics of "personal design", which is safe and reliable. (Information taken from Digital Entertainment DreamWorks)