Research on the design of virtual image spokesperson of national trendy brand under the concept of meta-universe

-- Taking Ling, a national style virtual idol, as an example

Abstract

The contemporary value of traditional Chinese culture has been vividly reflected in the rise of the national trend in recent years. The emergence of the "national trend" is the result of cultural confidence and cultural return brought about by the rise of national power and the economy. As a form of Internet application, the metaverse has brought new possibilities for digital communication in the media. The virtual digital person is a product of the digital society and has gradually developed by the wind of the metaverse. Therefore, this paper takes the current concept of metaverse as an entry point, firstly introducing the concept of metaverse and virtual digital person, and secondly applying the case study method to study the way of digital communication of the national style virtual idol - Ling. This paper will analyse the reasons for its rapid emergence from two aspects: the design concept of multi-element IP collision, and the marketing strategy to meet the market demand. and a marketing strategy that meets market demand, which enhances the consumer experience, builds a new marketing ecology, strengthens user brand relationships, establishes stronger emotional connections and enhances brand value. The article concludes with an outlook on the future development of virtual digital spokespeople, aiming to provide a reference for the development and practical application of virtual digital people.