source ： Ginkgo Finance （ID：yinxingcj） author ： summer edit ： Little orange

The movie 《 Silver wing killer 2049》 in , Accompany the male host to eat and chat with virtual digital people every day joi, It seems to be his real friend .

But as a technology product ,joi Just in the world set by the movie , The most common of countless accompanying digital people .

When we watch movies, we often subconsciously guess , How many years will such a scene happen in the real world . Now? , This looks distant joi, Is moving from film to life .

similar Joi So vivid , A virtual robot that can provide emotional links , It is the focus of foreign digital virtual human companies , Samsung and other companies have been in this business for many years .

by comparison , Domestic virtual digital human manufacturers seem to be more concerned about entertainment virtual digital human .

In the past two years , Liu Yexi 、 Axi 、 Ling and other digital virtual human through exquisite photos or videos , Make a lot of circles on social media .

Many listed companies have also taken virtual digital people as their new starting point this year , There is no lack of Baidu 、 tencent 、 Internet giants like Ali .

These virtual digital people became popular , Rapidly moving towards the road of commercial endorsement , This is also the most mature business model of virtual digital human .

however , As a 24 Hours without sleep , No emotional needs , The existence that can interact with people , What virtual digital people can do , It's not just becoming a worshipped idol .

The end of the virtual idol is to bring goods

Pan entertainment is a gathering place for young people , It is also the focus of digital virtual human .

Whether it's beauty blogger Liu Yexi , Or the national style youth Ling who made his debut from CCTV colorful youth 、 Or a Xi who settled in Tiktok , It's all through social entertainment .

Take Liu Yexi as an example , First, enter Tiktok as a plain person , The first video released is set to catch ghosts 、 Beauty makeup and other plots , manifest “ A beauty expert who can catch demons ” Personal design .

Cooperate with the topic of virtual digital human, which has its own traffic , Liu Yexi released his first video after Tiktok ,24 Within an hour, the powder rose to more than one million .

Although the production cycle of virtual human video content is long , It still maintains a fixed frequency , Active in the vision of fans .

Debut so far , Liu Yexi has taken over vivo 、 Xiaopeng automobile and other advertising cooperation ; Digital man Axi has taken over, including JD ×OPPO、 chery 、 Many brand endorsements including Zhong Xuegao ; National style girl feather _LING Also captured Tesla 、 bulgari 、 Estee Lauder and other big brand endorsements .

It seems that a little famous virtual digital man , Finally, they all went to the way of bringing goods .

That's not hard to understand , For the operators of digital virtual human , Create a net red , Attract traffic , And then realized through the flow , This is a feasible path that has been verified by the market .

And the current technology can meet the needs of video , Consumers are also enthusiastic about the new thing of virtual digital human .

For the brand side , Digital virtual human has strong controllability , It can avoid the brand crisis caused by the sudden collapse of celebrities .

It should be noted that , If the quality of the product endorsed by the virtual digital human has problems , Will in turn affect the virtual digital human itself IP image , It's the same with the star endorsing the problem product being backfired .

it seems , Virtual digital people seem to be the infallible choice for brand advertising , But the virtuality of virtual digital human makes it when endorsing , It may cause public opinion controversy because of the binary opposition between virtual and reality .

last year , Guofeng virtual digital human feather _Ling Release Little Red Book Notes , Call a brand of lipstick “ Moisture does not dry ”, Then it triggered a mass crusade of netizens ：“AI Do you know if lipstick is good ？”“ Digital people don't bring cosmetics 、 Skin care products .”

When virtual digital people are carrying out product delivery , It may be like a real blogger , Try to feel through your own use , Present a real evaluation effect .

However, virtual digital people are not real people , Can't really use the product , There is no evaluation . And at present, digital virtual human does not have self-awareness , You can't use one “ people ” Thinking from the perspective of , Such an assessment would be counterproductive .

For the digital virtual human with a little sci-fi color , Its advantage is not to arouse users' trust through real experience and then bring goods , Its advantage is that its mysterious attribute gives users enough imagination , So that it can accommodate what is not easy to find in real life “ eternal ”“ perfect ”“ pure ”.

And these “ eternal 、 perfect 、 pure ” It happens that the brand is shaping its own image , Favorite words to show your style .

therefore , Virtual digital people in the endorsement process , It may be more appropriate to emphasize the brand value of the product rather than the quality of the product itself .

This may also be one of the reasons why many big brands choose virtual digital human endorsements .

For those who like to sell products , I prefer selling “ Dream ” For them , Virtual people who cannot land in the real world are undoubtedly more suitable for dreaming .

Imagination space beyond carrying goods

Taking goods releases part of the commercial value of virtual digital people , But the virtual digital human is not just a beautiful vase .

It is also in the cultural and entertainment industry , In addition to cashing in by creating online celebrities , It can also give virtual digital people some ability , Build it into a skilled virtual digital human .

This has to mention the future of chuyin , This one has 100 Billion yen （ renminbi 5 Billion ） Virtual singer of wealth ,2012 The annual income of has been with the Japanese idol group AKB48 The number one in the ranking of Maeda Dunzi is almost the same , Concert tickets are also sold out .

No one can be competent for a “ Let people dress up ” The little girl of , But virtual digital people can .

As a song synthesis software , At the beginning, chuyin future has no clear human design . It's the second creation right opened in the company , After stimulating the creative enthusiasm of fans , Her image is gradually enriched in the content created by users . Fans love her , I love works based on her .

Like virtual people with goods, they can accommodate those eternal concepts loved by the brand , Because of its virtuality, chuyin will be able to accommodate a large number of colleagues in the future .

The difference is , The former is PGC, The latter is UGC. In a sense , This is also the fan economy of virtual idols .

With the speculation of the concept of meta universe , The separated virtual digital human has also entered the public view . They exist in the form of digital human beings , Explore the metauniverse instead of real people 、 social contact 、 life .

Fortress night concert rapper's part in the game , This is the application .

In addition, it can also help real people complete some simple work , For example, there is a sudden news that needs to be broadcast in the middle of the night , Then virtual people can appear , Yao Xiaosong, a virtual news anchor created by CCTV based on Yao Xuesong , He undertook the task of emergency news broadcasting .

Another kind is oriented B End of the instrumental virtual human , It mainly replaces real people to engage in some simple labor in the service industry .

Xiao Pu, the intelligent assistant of Shanghai Pudong Development Bank 、 Sunshine Xiaozhi, financial management consultant of Everbright Bank , All exist like this .

Xiao Pu and Xiao Zhi 24 Hour online , Be able to conduct simple question and answer interaction with real people , And be able to perceive the subtle emotional changes of customers and then take different scripts , While reducing the labor cost of the bank , It also ensures stable service quality .

This kind of virtual human is highly controllable , It will not affect work because of emergencies , And all year round ,24 Be on duty for hours ; what's more , After the successful development of the model , The marginal cost of copying multiple landing is almost zero .

As China's fertility rate continues to decline , Population aging is an irreversible trend . Artificial intelligence will replace human beings in basic service-oriented labor , Robots will also replace humans in all kinds of assembly line production .

The limited labor force is liberated from basic labor , Engage in more R & D technical positions , And this will further promote the development of digital virtual human technology .

Outside of business , In some fields , The existence of virtual human is more social value than economic value .

For example, the sign language robot launched by CCTV during the Winter Olympics , And 2780 Compared with the huge number of hearing impaired people , Only about 10000 sign language teachers , It simply cannot meet the daily needs of hearing-impaired people to obtain information on the media .

The virtual human enlarges the ability of the sign language teacher , To serve more hearing impaired people , Second, sign language teachers pay more attention to the enrichment of sign language vocabulary .

In such a market where supply and demand are unbalanced due to limited profits in the industry , The emergence of virtual digital human , It brings a more diversified equality of access to information .

Giants rush into , Who can come out first

Digital virtual human is a good business , But the risk is not low .

Making virtual human includes modeling 、 drive 、 Rendering three links . The current technology has been able to produce virtual people that meet the market requirements , But the cost is high and it is difficult to land , Do not have strong marketing capabilities .

Take Liu Yexi as an example , Its production team once told Nandu reporters , For more than half a year before the launch of Liu Yexi , R & D cost 、 Personnel cost 、 The investment in technology cost is about one million yuan .

This is also a big risk of creating virtual idols in the form of video , If the video doesn't explode , The investment in the early stage has been washed away .

Count Axi 、 Ling _Ling、 Liu Yexi , The initial investment of these virtual digital people is as high as millions . If the virtual idols can wipe out the cost by the high return of endorsements , That face B End enterprises can only win the market by reducing costs .

However, at present, the manufacturing links of virtual human are scattered , Information Asymmetry , Lack of talent , Production costs remain high , Low market penetration .

Players of domestic virtual human track , It is mainly divided into two types of companies focusing on R & D and operation , The typical representative of the former is BAT, The latter takes mango 、 Bili, Bili, etc .

R & D oriented technology companies focus on virtual human technology research and development and reduce application costs , Those who focus on operation focus on C End of the virtual human entertainment applications , Cooperation between the two is more than competition .

The international market , It focuses on different subdivisions , Each has its own advantages .

Domestic and foreign technology companies in Cloud Computing 、AI The gap in fields and other technical aspects is narrowing . But in modeling 、 Rendering area , Foreign technology companies are stronger .

On the level of content application , Both at home and abroad have the same starting point , There are also different emphases . The same is the operation idea of virtual netred packaging ： Erect person , Through the work circle powder 、 Take the business endorsement .

Instagram On Virtual KOL“ Lil Miquela ” It is set to be mixed Brazilian and Spanish 19 Year old girl , Good at music and fashion ; The characters are arranged with wheat color and small freckles in line with their design .

Domestic elephant feather _LING 、 Liu Yexi, such an idol who focuses on the national style line, is in the majority , And then get involved in beauty makeup 、 Photography and other subdivisions . Virtual anchor 、 Virtual idols are in full swing in China , Foreign virtual digital human companies will focus on On the personalized multimodal assistant that can provide emotional links .

The virtual digital human market is in a period of rapid development , The different market environment and technical conditions at home and abroad make them choose different landing scenarios .

Whether it's a personalized multimodal assistant 、 Or virtual KOL, Need to generate emotional links with users .

Compared with cold tools , How to make virtual digital people accommodate users' more imagination and emotion , Maybe it's the key to win or lose .