From high -end to grounding, virtual persons need to be alert to "terror"

Speaking of virtual persons, most people's minds will emerge directly: the virtual and smart pictures of virtual characters in major music platforms, games, and live broadcasts have become a fixed perception of virtual human beings. However In the era of digitalization, the virtual person of the new concept is quietly breaking this narrow pattern.

The concept of virtual human beings first appeared in the 1980s. Now it is part of the Yuan universe. The first popularity is virtual idols. We are familiar with Overseas Hatsune Miku and Luo Tianyi in China.

With the improvement of hardware and algorithms, the comprehensive performance of real -time rendering technology has enhanced, and the commercial application scenarios of virtual human beings are continuously expanded. It has rapidly expanded from the initial digital entertainment scenarios to the commercial market of financial, e -commerce, service, cultural education and other commercial markets. Essence

This year, in the first half of the national virtual human -human 100 list released by Ai Media Consultation, the entertainment industry accounted for 30%, the science and technology industry accounted for 28%, the cultural media industry accounted for 23%, and other industries accounted for 19%. Breakthrough of technology and underlying hardware. Virtual human beings on entertainment and technology not only have unique advantages, but also have mature business operation experience, prompting virtual human application scenarios to preferentially present diversified development.

The original high -end virtual person has achieved a niche circle, and has entered the public's good news. It is lively and live broadcast live broadcast. Like Tmall and JD.com have launched the platform official virtual human beings for merchant stores. In addition, there are endless layers of virtual human hosting, virtual human customer service, and virtual spokesperson, indicating that the marketing battlefield has added another innovative weapon.

The giant rushed in and became popular

According to data, the overall market size of the virtual person will reach 309.5 billion yuan by 2030. In 2021, there were 2,843 virtual human -related enterprises, with a financing amount of 254 billion yuan.

Against this background, many familiar giants have forced virtual human industries, and the giants are rushing in. Internet companies such as Baidu, Tencent, Huawei, HKUST Xunfei, byte beating, and other Internet companies have invested in additional. Essence For example, virtual human Li Weipai obtained tens of millions of dollars in bytes, and the digital entertainment creation team "Oxyz3" also recently completed angel round financing.

Rather than, the giant is born with a sense of sensitivity to find business opportunities. In this era of marketing, there are not many companies that can have scientific and technological resources and high funds to create virtual marketing scenarios. Furthermore, online traffic is divided by several major Internet platforms, and media products are seriously homogeneous. The mainstream of consumer mainstream Z generation new user groups have become more and more difficult to be pleased. If you want to successfully obtain more attractions of users, you need to be on the user. Experience a lot of effort.

Station B, as an enterprise hobby in generation Z, has open innovation and native digital native communities. It can provide users with six directions in the six directions of original works, digital collection exhibition halls, digital pets, virtual idol interaction, and digital identity. In 2020, Station B has more than 60%of global well -known virtual anchors. It is broadcast on station B. As one of the number of domestic virtual anchors, the number of digital images has formed the attributes of content creation. As of now, Station B has more than 36,000 virtual anchors, and the top 120 virtual anchors have received more than 90 % of their income.

Douyin Tsai

In addition to the virtual human anchor, the giant is also exploring other business scenarios, the byte beating and the virtual social network, and its Douyin strongly promotes the new function of socially -"Douyin Tsai". Before, in July of this year, another online virtual community APP party is officially launched on the beating. It can be seen that the bytes want to make the social ambitions of the young groups of generations.

Tencent opened its own accumulated game technology for many years. On the May Fourth Fourth Gala, the three -year -old fans of the Z -generation fans were pursuing the game NPC (Tonghe Guang, Xingtong and Gili) with the same screen with many years of students. Nature and seamlessly integrate into the entertainment scene of young groups. Combined with virtual human technology, Tencent plans to launch the first virtual human -based e -sports hotel in mid -August to provide a new immersive e -sports atmosphere and play experience for the majority of young entertainment groups.

The exquisite virtual human image, sensory real body movement, and the two -dimensional voice interaction ... virtual human popularity network is very popular in the "Gen Z generation". The virtual person represents a cultural symbol of this generation. Since the beginning of this year, the IP image created by virtual human beings has been constantly being new, and the shape is changing and trendy. The aesthetic and consumer needs of generations.

The "Gen Z" group of about 250 million people has become the backbone of the Chinese Internet. It can be said that their consumption and aesthetic needs directly affect the research and development and application of virtual human beings. The "Z Generation" pursuit of independent consumption capacity can obtain continuous return of commercial interests.

Virtual human beings live broadcast, can it be considered large and small?

In the web3.0 marketing landscape, the main business positions of brand marketing have been transferred from the traditional offline scene, because the bonus of offline scenes is bottomed out and the operating costs are high, and the main battlefield has gradually moved to the "double micro -shaking" line and other lines such as "double micro -shaking" line On the platform. The new consumer brand's back waves are pushing forward, and traffic is both the foundation of survival, but also the key point of profitability and long -term development and judgment.

At present, virtual human beings are mainly divided into service virtual and identity virtual humans. The functionality of a service -oriented virtual person can replace the service of real people, complete content production, and some duplicate, tedious, manpower with many manpower and errors, and increase efficiency for enterprises. The identity of the identity virtual human beings, take stock of the daily content of the current virtual IP, is mostly presented as a virtual IP or idol. Especially in the live broadcast short video industry, compared with real -life anchors, virtual human beings can be live broadcast 24 hours a day. It can effectively prevent people from setting up "collapse houses". Fixed virtual human image characteristics.

However, virtual anchors still have many restrictions such as high technical costs. Public data said that the design of a virtual person spent tens of thousands to one million yuan, content operations and intelligent drivers require continuous investment of one million -level costs per year.

Douyin APP: Liu Yexi Video Screenshot

For example, the phenomenon -level virtual idol Liu Yexi, although the company's Chuangyi Technology behind her did not reveal her production cost, the first video of the debut became popular, the content was exquisite and smooth, and the estimated video cost of the video was around 1 million. There are more than 100 content team behind the scenes.

To create a virtual person in the early stage, a huge research and development and personnel costs need to be invested. It is indispensable for the blessing of a hard -working operation team. Later dynamics need to rely on smart drivers such as CG and rendering to create content, peripherals, and activities to enlarge its influence. Then Still continuously invested to maintain the exposure rhythm.

Is it large and small to live as a live broadcast with such high production threshold? The author does not necessarily look at it. From a data perspective, taking a company in the industry as an example, the gross profit margin of its pan -entertainment business increased from 47.6%in 2019 to 77.7%in 2021, with revenue in 2021 37.86 million, and operating costs only 8.45 million The gross profit margin is much higher than the 21 -year gross profit margin (46.01%) of the company's real artist management sector.

From the perspective of business, the traffic and conversion of virtual live broadcast show a positive circulation effect. Virtual human use of AI drives for 24 hours to stop broadcasting, which can reduce the live broadcast cost of more than 30%for brand merchants.

Secondly, virtual human beings have an absolute advantage on the cargo yard of new retail. Compared with the "virtual human" idol, everyone needs to customize it. The customer service and shopping guide virtual human beings can be "used for one person more". Meet the interaction needs of all platform users. These virtual people, in the high -level and flexible virtual space, have no time to interoperate with consumers without space. They can be responsible for the entire brand marketing process such as pre -sale and after -sales consultation and even order distribution, making brand marketing a transaction behavior.

With the deepening of the industry, the industry has also begun to be specialized and segmented. In addition to high -standard virtual human production, some virtual human service providers that seem "rude" but barely useful are also beginning to be born.

Not long ago, "Chinese Entrepreneurs" contacted a number of virtual sellers, and the quotations they gave were uneven: those with high prices such as customized a virtual person, ranging from tens of thousands to millions, virtual human realism It is directly proportional to the price; the non -customized universal model can even have 599 yuan, and you can have more than 50 virtual images on a platform for one month.

We can foresee that the marginal cost of virtual human beings will become lower and lower, which can significantly optimize the profit margin of the enterprise.

Under many advantages, virtual people can bring unlimited traffic and brand youth effects to enterprises, which can be described as a cost -effective marketing strategy.

Everything can be virtual, what can be expected in the future

It has been almost two years since the Yuan Cosmos has been popular. To this day, many people seem to be conceptual or even gimmicks. Many players just use it as a hot spot. Low -cost virtual human -made, followed by virtual human rough and low -end. In the era when all things can be virtual, the virtual human industry chain is facing two major problems:

The first is the quality of production; many virtual people in the market are just a flat image symbol. From the perspective of industry insiders, the virtual human being currently in the field of performing arts is just a narrow use of virtual persons. Virtual human beings should be an area of ​​strong artificial intelligence attributes. Refer to a well -known virtual women's group that was involved in the vortex of the controversy. Through the people behind the scenes, the people behind the scenes captured the device, hidden behind the virtual human back, and synchronized through live -action synchronization. Voice, action capture, and AI rendering into virtual human beings are not very high in terms of technical threshold.

If there is no systematic operation, virtual human beings will lack their own life feelings, and emotional expression is limited, so that there is a limit on the exchange value of traffic value. The existence of these manufacturing limitations has led to the current cost of cultivation and use of virtual idols. It is not easier to use live stars directly.

The second is the value of investment; for the currently popular virtual human track, as a senior artificial intelligence expert, Hongyi Investment Qiu Yan once said: Many virtual human projects are equivalent to an automated program. Read lines. This purely artificially controlled virtual human project has basically no investment value. Even a ruthless words said: "false" virtual people will not invest.

In fact, the virtual human human beings in my country are more complete is the voice library. Software such as 3D materials, and 3D image action such as game engines and other software is backward than foreign countries. There are still many innovative space in the AI ​​learning framework and programming language to strengthen the future virtual human industrial foundation.

If you want to be recognized by capital, there is still a longer technical process that needs to be transformed before the idea of ​​improving its own value. The domestic virtual market is still in the cultivation period and puts virtual human beings into the consumer market. More is a kind of attempt for people to market new technology to market.

However, compared to virtual idols and stars, its application in the marketing industry is very important to be alert to the possibility of the "horror valley" effect. The theory of terror valley is a hypothesis about human and non -human objects, and was proposed by Japanese robotic expert Mori Mori in 1970.

He believes that because robots are similar to humans in appearance and movements, humans also have positive emotions to robots; when the similarity between robots and humans reaches a specific level, human response to them suddenly becomes suddenly becoming Extremely negative and disgusting, even if the robot is only a little different from humans, it will appear very conspicuous, so that the entire robot has a very stiff and horrible feeling, as if facing the walking dead.

Most virtual human beings are full of mechanical sense

Limited to cost and application scenarios, various virtual human customer service, virtual human shopping guide or virtual human waiters who are active on the Internet. They cannot obtain virtual idol -like capital investment, and it is impossible for people to "remotely control" behind them behind them. Serve users. This has led to insufficient technical strength, many virtual customer service and other experiences are not good.

For example: When the user is in a bad mood, the smart virtual customer service cannot be "appreciated", the answer may still be mechanized, and the artificial customer service will "observe the color" to change emotions to communicate with customers. This is unable to reach the smart customer service.

Can't understand emotions, and will not change service processes with the scene. This is the biggest shortcoming at present. Therefore, virtual customer service will not completely replace artificial customer service, and virtual shopping guide cannot provide the experience of live shopping guide. Everyone is still fresh and tolerant of virtual human concepts.

Once the marketing virtual humans really go to the "post", they will face the various consumers. They may be mechanical and mechanical services, which may cause some people to solve.

At the end

Dial time back to October 2021, when Zuckerberg strongly described his good imagination of the Yuan universe at the Facebook Connect 2021. At that time, everyone could not foresee how the Yuan universe had a impact on our lives.

On the Yuan universe track, the image of virtual human beings is an indispensable element in the Yuan universe. Although the virtual person that is the first to ground is painful, it has become a new weapon for the brand to solve the marketing battlefield in the marketing battlefield. I believe that in the near future, under the advancement of technical capabilities, the prospect of virtual human development is still worth looking forward to.

Reference article:

Chinese entrepreneur magazine "50 virtual people only require 599 yuan," pinch face "army seize virtual people";

One psychology "Horror Valley Effect: Why does we have a fear of" human body "? ";

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