---
title: "Xiangbaocui Joins Forces with Luo Tianyi, Further Solidifying Master Kong's Brand Youthfulness Strategy"
description: "The collaboration between FMCG giant Master Kong and virtual idol Luo Tianyi, who has a two-dimensional (anime) attribute, sparked a dazzling spark. Recently, a large-scale co-creation birthday event themed #Celebrate with Xiangbaocui, 'Yi' Together# not only fully unleashed the enthusiasm of Luo Tianyi's fans for the idol and Master Kong, but also further solidified Master Kong's path to brand rejuvenation. Xiangbaocui's connection with Luo Tianyi is a precise choice on the road to youthfulness."
author: "赵海生"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2021-07-22"
language: "en"
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# Xiangbaocui Joins Forces with Luo Tianyi, Further Solidifying Master Kong's Brand Youthfulness Strategy

> The collaboration between FMCG giant Master Kong and virtual idol Luo Tianyi, who has a two-dimensional (anime) attribute, sparked a dazzling spark. Recently, a large-scale co-creation birthday event themed #Celebrate with Xiangbaocui, 'Yi' Together# not only fully unleashed the enthusiasm of Luo Tianyi's fans for the idol and Master Kong, but also further solidified Master Kong's path to brand rejuvenation. Xiangbaocui's connection with Luo Tianyi is a precise choice on the road to youthfulness.

What kind of dazzling spark will the collaboration between FMCG giant Master Kong and virtual idol Luo Tianyi, who has a two-dimensional (anime) attribute, create?
Recently, a large-scale co-creation birthday event themed #Celebrate with Xiangbaocui, 'Yi' Together# (Master Kong × Luo Tianyi) not only fully unleashed the enthusiasm of Luo Tianyi's fans for the idol and Master Kong, but also further solidified Master Kong's path to brand rejuvenation.
**Xiangbaocui's Connection with Luo Tianyi: A Precise Choice on the Road to Youthfulness**
"Where people are, business is there." The rising marginal cost of public domain traffic has led companies to place greater emphasis on the private domain traffic of major IPs. Among many IPs, one type of IP's commercial value is increasingly prominent and valued: virtual idol IPs.
According to iiMedia Research data: In 2020, the core industry scale of virtual idols in China was 3.46 billion yuan, a year-on-year increase of 70.3%, and it is expected to reach 6.22 billion yuan in 2021.
Luo Tianyi is a prominent representative of two-dimensional virtual idols. Unlike other virtual idols, Luo Tianyi relies on fans' original content. Through image settings, illustrations, songs, MMD, and other fan creations, fans can freely co-create their own Luo Tianyi. This diverse characteristic attracts the "undefinable" Generation Z.
In 2012, the famous two-dimensional music producer H.K. Jun created "The Song of Millennium Recipes" for Luo Tianyi, giving her the new title "World's No. 1 Foodie Princess," which aligns well with the product positioning of Xiangbaocui.
At the same time, Luo Tianyi's fan base, distribution structure, and stickiness highly overlap with Xiangbaocui's target customer group, making her commercial value considerable. Partnering with Luo Tianyi is another precise choice on Master Kong's path to brand rejuvenation.
**'Yi' Together Birthday Celebration: Co-creation, Empathy, and Resonance between Master Kong and Fans**
A good fan activity should be fun, informative, naturally topical, attract deep fan participation, fully mobilize fans' emotions, and allow them not only to have fun but also to gain some material reward or spiritual value.
Master Kong not only invited all fans to participate in the cloud birthday celebration and create blessing messages, but also collaborated with Bilibili content creators to use Xiangbaocui as musical instruments to play a unique birthday song, DIY birthday celebration tricks to create crispy birthday cakes, and more.
Around the birthday celebration of Xiangbaocui × Luo Tianyi, fans' enthusiasm and creativity were fully stimulated.
During the birthday celebration for Luo Tianyi, a large number of derivative topics emerged, such as "Why does Master Kong understand us so well? How many flavors of Xiangbaocui co-branded products are there? How to collect new cards..." This once again refreshed the exposure and discussion of Master Kong Xiangbaocui. Some fans even said directly: "Please, all brands that collaborate with Luo Tianyi in the future should benchmark against Master Kong!"
In addition, fan activities should not only make fans "excited" and "spread the word," but also "bring traffic back." Master Kong's Tmall flagship store designed the "most fragrant operation" - creating exclusive limited-edition figurines, offering customized Xiangbaocui and "crispiest cakes" to make the purchase process fun, informative, and topical.
**Luo Tianyi Empowers Master Kong: Borderless Innovation Helps Brand Youthfulness**
**1. Break Through and Expand Circles: Forge Big Products Around Z Generation Lifestyles**
In the era of digital and intelligent marketing, new marketing thinking and tools are constantly emerging, providing richer means for corporate marketing.
However, it is undeniable that some of the most fundamental business logic has not changed. For example, "Tonnage determines status, sales achieve brand," and the highest form of competition is still based on sales volume.
In the FMCG sector, within a certain period, the scale and quantity of big products a company owns directly determine its market sales, industry status, and long-term brand momentum. For manufacturers and channels, big products should follow the following standards.
**Standard 1: Rely on a major brand or a rising new brand with growth potential.**
Generally speaking, leading companies in the industry have stronger brand momentum and channels, and are more astute in product development. They often launch products with high consumption and repurchase rates, with a broad consumer pool, providing a foundation for creating hit products. Xiangbaocui is a typical example. For many distributors, choosing a product with strong consumption power under a powerful brand like Master Kong is generally a safe bet.
**Standard 2: A good product is the prerequisite for creating a big product.**
Xiangbaocui is a sub-series product launched by Master Kong for young consumers. It is another masterpiece of Master Kong to conquer Generation Z and also carries the mission of brand rejuvenation.
Since its launch, Xiangbaocui has won the love of Generation Z consumers with its unique flavors and the joy of eating it straight from the bag. With its excellent product strength, it has successfully obtained a "pass" to enter the young circle, fully possessing the foundation to become a hit product, making it an ideal choice for many distributors.
**Standard 3: Stay close to new mainstream demands and new consumer groups.**
For FMCG products, the closer a product is to mainstream demand, the more conducive it is to creating a big product. With the rise of the Internet era, Generation Z has gradually become the ACE of the new consumer group, and their preferences and tastes have become very important to brands.
Therefore, Master Kong chose Luo Tianyi, whom Generation Z likes, to serve as a medium for the brand to dialogue with Generation Z, staying close to their consumption preferences and aligning with the young group from the root. This is of great significance for making Xiangbaocui a big product.
**2. Injecting Personification Genes: Master Kong "Understands Young People Better"**
The data from this event was quite impressive: total exposure exceeded 400 million+ times, total interactions between Master Kong and fans reached 762,000+ times, and KOL video total plays accumulated to 4.72 million+.
During the event, Master Kong's Tmall official flagship store gained 120,000 followers, 30 times the increase in July last year, with a peak of 380,000 visitors. The daily live streaming GMV of Master Kong's Tmall official flagship store was 1.5 times higher than usual... From a marketing perspective, the Master Kong × Luo Tianyi birthday celebration was undoubtedly a great success.
But the brand benefits brought by this birthday event go far beyond the impressive data.
Through a series of interactive activities in the birthday celebration, Xiangbaocui's reach, connection, and interaction with Generation Z consumers have been greatly enhanced, providing a nutrient-rich growth space for building Xiangbaocui as a big product.
At the same time, through co-creating and operating the super IP Luo Tianyi, Master Kong Xiangbaocui has evolved from a "commodity" to a "happy companion accompanying Generation Z," completing the personification upgrade of the product image and almost achieving zero-distance dialogue with fans and young consumers.
Master Kong can listen to and receive the voices and needs of young consumers in the first place, expand the base of young consumers, and thus the path of brand rejuvenation becomes more and more stable.
**Are you "watching" me?**


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