{"id":9156,"date":"2021-12-22T07:30:00","date_gmt":"2021-12-22T07:30:00","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=9156"},"modified":"2025-04-23T09:48:26","modified_gmt":"2025-04-23T09:48:26","slug":"should-you-hire-a-virtual-influencer-to-promote-your-brand-in-china","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/should-you-hire-a-virtual-influencer-to-promote-your-brand-in-china\/","title":{"rendered":"Should you hire a virtual influencer to promote your brand in China?"},"content":{"rendered":"

From Tesla to Bulgari, an increasing number of brands are choosing to collaborate with CGI\/AI-generated influencers to promote their products and avoid celebrity controversies. Dao Insights<\/strong> explores what this means for the future of the influencer industry in China<\/h2>\n

Online influencers<\/a>, normally consisting of well-known celebrities and popular live streamers, have long been a dominating force in China\u2019s digital marketing landscape. But these real-world celebrities are facing increasing competition from an unlikely source: virtual influencers.<\/p>\n

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The virtual influencer market is projected to expand to RMB 333.47 billion (\u00a339.5 billion) by 2023, showing five-fold growth within a two year period. The increased influence of virtual celebrities is due in part to the Chinese government seeking to rein in the entertainment industry and what has been described as \u201cchaotic celebrity fan culture\u201d amid multiple tax evasion and sexual harassment scandals involving celebrities.<\/p>\n

As the government steps up efforts to contain this \u201cunhealthy\u201d culture, brands have rushed to cut ties with both popular actors and famous live streamers who have been caught up in scandal. Enter flawless AI-created virtual influencers, which have become the ideal alternative for brands hoping to stay away from celebrity controversies while continuing to create engaging social media campaigns. This lack of associated risk is a big draw for companies, as celebrity reputation can deeply affect a brand\u2019s stock in the eyes of consumers. Nevertheless, there are still questions as to how well the population takes to AI brand ambassadors.<\/p>\n

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Virtual influencer Ling appearing in a campaign for Bulgari (Photo: \u7fce__Ling\/Weibo)<\/p><\/div>\n

Chinese tech giants have, not surprisingly, been at the forefront of developments in the virtual influencer industry, since they not only have the technology to create them but also have a huge user base that can promote their popularity.<\/p>\n

One of China\u2019s best-known existing virtual influencers is so-called \u2018meta-human\u2019\u00a0Ayayi, created by Ranmai Technology in May 2021. Hoping to capitalise on the virtual idol, whose debut on Xiaohongshu<\/a>, attracted more than two million views and garnered over 95, 000 likes, Alibaba \u2018hired\u2019 Ayayi as a digital manager for Tmall Super Brand, where she curates campaigns and even creates NFTs.<\/p>\n