Chinese childrenswear brand Balabala has appointed a virtual child ambassador named Gu Yu, who will serve as an independent influencer for the brand. Gu Yu will share short-form content and product releases from Balabala, both in the form of NFT pieces and alongside real-life models. This move is part of Balabala’s strategic repositioning to target digitally-native young parents who are looking for childrenswear styles beyond the traditional princess and Chinese hanfu clothing. The introduction of Gu Yu highlights the increasing use of virtual influencers in the Chinese market and the opportunities they provide for brands. Balabala aims to connect Gu Yu with real-life children and inspire them to express themselves through their fashion choices. The brand plans to further integrate Gu Yu into offline events, blurring the lines between physical and digital experiences. By bringing Gu Yu to life, Balabala is betting on the metaverse as the future of consumer-brand relationships.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Balabala appoints virtual child ambassador | Shift from traditional childrenswear styles to virtual influencers | Virtual influencers becoming a permanent feature in the market | Meeting the demands of digitally developed young Chinese consumers |
| Virtual influencers provide brand opportunities | Brands notice benefits of virtual influencers | More brands using virtual influencers for customized cultural relevance | Image control, flexibility, and richer consumer-brand experiences |
| Virtual KOLs are here to stay | Virtual KOLs are not a passing trend | Digitally developed young Chinese will have identities in the metaverse | Increasing use of the metaverse for social interaction |
| Balabala connects virtual star with real-life children | Blurring the lines between physical and digital | Virtual stars becoming companions for children | Inspiring self-expression through fashion choices |
| Metaverse as the future of consumer-brand relationships | Tech activation as the future of connections | Metaverse synonymous with identity and self-expression | Younger cohorts demand greater immersion and interaction with influencers |