Rill millions of daily income?The business of "leather case" may not make money so much

Source | Bohufn

Author | Chen Ping'an

Recently, a topic named#近 近 近 近 近 近 近 近 近 近 近 近 近#has been searched on Weibo, which has quickly aroused heated discussion among netizens. It is understood that the protagonist of this incident is a virtual anchor from the United States, named Shoto, and has been active on a foreign platform before. This is his first live broadcast on station B. Just relying on daily chat, he sucked one million gold in just two hours.

(Picture source: Network)

Many netizens expressed their incomprehension.

"For a leather cover, is it crazy?"

Many fans have refuted on Weibo.

"I really served Weibo, Shoto's baby continues to give you money."

"Isn't this also a profession? Do people do n’t steal or rely on their own settings and have the money to make money? Millions do you think it’ s all himself? The live broadcast of a few hours a day, it really elaborates the process. "

This is not the first time that the virtual anchor has made a circle due to gold absorption. In May this year, VOX, an announcement of the Japanese virtual anchor, who announced the settlement of station B, also harvested millions on the first day of live broadcast, and it was first in real -time BRT.

What is the virtual anchor, do virtual anchors really make money?

What is a virtual anchor?

In China, virtual anchors are generally called virtual UP owners, Virtual Uploader (VUP). In areas outside China, virtual anchors are generally active in YouTube, known as Virtual YouTuber (VTuber), and circles related to virtual anchors are called For V circle.

Different from the virtual person such as Luo Tianyi, Hatsune Miku in the future, and Douyin's Liu Yexi, virtual anchors more refer to the anchor who uses virtual images to submit or live on the website. A few heads such as A- Soul has a layer of idols on the basis of anchor.

The virtual anchor consists of two parts: "skin" and "people in the middle". "Leather" is drawn by drawing software. The style is generally two -dimensional, most of which are refined and cute images and character background settings are mostly based on comic elements. The "people in the middle" are responsible for interpreting the role through technologies such as action, expression capture, and given people the soul to "skin".

(Picture source: Network)

Troubled love is the first VTuber in the true sense. Relying on the "artificial intelligence", the contrast personality of "artificial mental retardation" quickly became popular in Japan. Subsequently, the wave of virtual anchors spread quickly in Japan and spread to China.

Station B is the earliest company in the domestic layout of virtual anchors. As early as 2019, Station B cooperated with the Japanese head virtual anchor company Rainbow Club to cultivate a large number of virtual anchors. Station B also has more support for virtual anchors, not only opened up the area, but also tilted in traffic.

According to Chen Rui, chairman of Station B, disclosed at the 12th anniversary of the B Station last year that as of the middle of last year, Station B had 32,000 VUPs and about 4,000+ virtual anchors live broadcasts per month.

Maybe many people don't understand why a paper person can have such great attractiveness, but in the perspective of Bohu Finance, in addition to the promotion of capital, virtual anchors have two important factors.

First of all, most virtual anchors will tailor the worldview and settings for him before launching. As the Z era, which is affected by the two -dimension, gradually becomes a mainstream consumer group. Such people are destined to be with a certain group. The needs coincide.

For example, the VOX mentioned earlier is set as the "Demon of Sound". Through the sound with the audience, the personality is set to be strong, mature, keen, and gentleman. Such a setting full of girly gaming feels that it is fitting the emotional needs of some young and female groups.

Second, virtual anchors have the characteristics of anchors and animation characters. The anchor's identity allows him to have stronger interaction, more continuous companionship and emotional links, while animated characters can make them more impactful "real" when they have emotional resonance with the audience.

For example, a virtual anchor Jia Ran once once shared the reason why he liked Jiaran:

"She can really enjoy all the sugar sugar, even if she is a cyber storm. In this era of crazy, corruption, and no humanity, empathy is a very rare ability. The Internet is complicated. With the mask on the Internet, Jiaran is not. "

From this point of view, the popularity of the virtual anchor is not indifferent, but the virtual anchor is really like the hot search. Is it so good to make money?

Worrying about monetization ability

Judging from the two virtual anchors mentioned above, the industry is lying down to make money, but after a meticulous stroke of Bohu Finance, it is found that this is not the case.

The main income of the virtual anchor comes from the audience rewards during the live broadcast. According to the rules of station B, the VIPs of the live broadcast room are valid for one month, divided into three levels: captain, Governor and Governor, the prices are 198 yuan, 1998 yuan, respectively. , 19998 yuan. Most of the estimated income of each media currently based on this number.

When VOX premiered in May this year, the number of lives on the live broadcast room was 2912, but on June 30, this number dropped to 1382 bits. In other words, the incident on the ship was very unstable. Maybe today the audience spent money for him and went to another live room next month.

And this is the head data, and other virtual anchors who have not yet been fire are even worse. According to the data, as of August 18, 2021, the 1827 people's revenue of 1,827 people in 3472 virtual anchors of Station B had reached 0 yuan in the month. Frequent horn. There is also a refund risk in live broadcast rewards. Most of the audiences of virtual anchors are secondary audiences, many of which are minors. Because the reward income generally deducts the apple commission, when these people choose to refund for consumption, the anchors often face much more losses than the income.

On June 28, a number of virtual anchors were exposed to a big brother as minors. After receiving the captain gift, he applied for a refund with a refund amount ranging from 50,000 to 140,000.

(Picture source: Network)

At the corporate level, the revenue capacity of related companies is equally worrying.

AnyColor, the parent company of Japan's largest virtual anchor Rainbow, which is mainly Live2D technology, has recently been listed in Japan. It is not difficult to find that its prospectus is difficult to find that the underlying logic of its business model is the fan economy. 80%of revenue.

(Picture source: Network)

The example of virtual anchors because of improper operation or "people in the middle" is not uncommon.

Type love is a typical case. In 2019, in order to increase the live broadcast market, the operating company ACTIV8 launched three new triplets, played by different people.

But the reason why the audience likes to trip love is not only her "virtual image", but also the same sound, human settings, and interaction methods that match it. As a result, the love dropped tens of thousands of powder in just a few days, losing the position of the top flow in the circle. This also directly caused Activ8 to gradually lose market competitiveness.

Similar cases include Hololive, because their virtual anchors "Katsuki Coco" and "Akai Xin" have touched sensitive topics in their respective programs. In addition, the poor public relations public relations of Hololive have triggered the extreme dissatisfaction of the domestic audience, and eventually lead to Hololive's rapid quickly Lost the Chinese market.

Another problem is that the cost is high. Unlike the Rainbow Society, most of the Live2D, Lehua's virtual idol group A-Soul uses a full 3D virtual scene every time.

(Picture source: Network)

This has led to the high cost of A-SOUL. According to radar financial reports, investors close to the A-SOUL project have revealed that the daily live broadcast of A-SOUL is made of a movie-level optical catcher. Dozens of such cameras.

Extending to specific business, according to UBS reports, A-Soul's single production cost is about 2 million yuan, and the cost of an offline concert is about 20 million yuan.

The high cost of cost makes although A-Soul is already the existence of the industry ceiling. A single member has received a live broadcast reward income of 2 million nights, but it is likely to not recover the cost.

The high cost also leads to extreme compression of labor costs, thus becoming the source of the A-Soul collapse. In May this year, A-Soul officially announced that one of the members of Jiale will suspend daily live broadcast and most idol activities from this week to enter "sleeping", which also means that Jiale is the end of the life of virtual anchors.

However, various news that followed showed that what caused Jiale to withdraw is not the physical and academic reasons announced before, but as the "people in the middle" not only have a high work intensity and low treatment, but also suffer from being unconsciously treated. As a result, the reputation of A-SOUL declined.

According to the inventory of "36 氪", from July 2021 to January 2022, all the virtual human -human projects disclosed in financing were found, and there were few brokerage companies specializing in virtual idol operations. Most of them were upstream companies in the technical industry chain, and to B Program supplier.

Obviously, capital is not so enthusiastic about virtual anchors.

Real imagination

Before the debut of A-Soul, Du Hua, CEO of Lehua Entertainment, said in a forum that after the launch of this female group, there would be no complaints. Because they never collapsed the house, they never fell in love, they never fell in love. , I always love Du Ma, I work 24 hours. "

Obviously, the virtual anchor can neither never collapse the house, nor can she always love Du's mother, and there is no way to make money for her.

But this does not mean that virtual people have no prospects. According to the quantum "2021 Virtual Digital Man Deep Industry Report", the overall scale of the virtual digital person in my country in 2030 will reach 270 billion yuan.

Except for virtual anchors, virtual people are applied at multiple levels. At the G level, virtual human beings have become more and more major publicity scenarios in cultural tourism, such as the flying sky of Dunhuang and Gu Xiaoyu of Zhejiang Satellite TV.

(Picture source: Network)

On the consumer side, virtual human beings can also cause huge lap effects. For example, the virtual human Liu Yexi launched by Douyin, because of the concepts of "virtual idols", "Yuan Universe" and "Beauty", burst into fire overnight. At present, there are more than 4.5 million fans on a platform, and the topic playback volume exceeds 360 million times.

(Picture source: Network)

At the same time, considering the risks that the spokesperson may exist, more and more companies have begun to launch their own virtual image and serve corporate publicity, such as Hua Xizi.

Virtual person may also be the entrance to the Yuan universe.At the Facebook Connect 2021 conference, the virtual image is one of the core vocabulary of Zuckerberg's ideal "Yuan Universe".

However, in addition to the cheaper Live2D, if you want to make the effect like Codemiko, you need at least 3W professional equipment.And if you want to be the entrance to the Yuan universe, at least the price of the price must be made.

All in all, virtual human beings may be a good market, but virtual anchors must not be a good choice.

Reference source:

Peach Qi Lab: A-SOUL quotes controversy, VOX sucks gold, virtual idols are lying or hot?

Game grapes: How did virtual anchors become "next wind"?

Radar Finance: Virtual Idol Women's Team A-Soul collapsed, bytes to beat hard sweat factories?

Jiang Zhishi V3RSE: The development, technology and market of "virtual person"

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