2 hours suction million VS platform debt chase: the "rich and the poor" of the virtual anchor

How should the virtual anchor on the wind stand on the wind?

Author | MIA

Recently, virtual anchors (VTuber) frequently appeared on the hot search list.

Although it is related to the business monetization of virtual anchors, it is only "human sadness and joy." As of June 28, because the rewarder was a minor, more than 40 B station virtual anchor income was "refunded". According to the main statistics of UP, the total number of virtual anchors received by the refund notification reached 46, and few As low as 0.1 yuan, one of the anchors@低 Momoko was required to refund as high as 140,000 (refunded separately from the platform and the anchor).

Some of them claim to be thirty years old and deceive the anchor to work for free, the underlying anchor's taxes, gifts and other losses. At the same time, the real identity of the applicant is difficult to determine. The incident of 1.6 million incidents of ghosts and ghosts walked up to the minor channel, which caused the outside world to question the platform mechanism.

A few days later, the YouTube personal potential (referring to the virtual anchor of the company) from the United States (referring to the company's virtual anchor) SHOTO reached the top of the full station B site, and the two -hour income was over million. Earlier, according to the statistics of the third -party platform Darkflame, Vox Akuma, a member of the virtual men's group Luxiem, a virtual male group of the Japanese virtual anchor company, in May, the premiere of station B was only 1.7 hours, the revenue of more than 1.17 million yuan, the number of paids was near 40,000 people.

The virtual anchor circle and commercial monetization have always been a difficult problem. The polarization of the income is particularly obvious on the head anchor and the tail anchor. The rigorous supervision has improved the difficulty of commercialization. In addition, the phenomenon refracted by the above news, as well as the development status of European and American and Japanese virtual men's groups is significantly ahead of China. This is not only related to the "foreign monk chanting the scriptures", but also content output, technology and operational level. How should the virtual anchor on the wind stand on the wind?

Why is VTuber's commercialization so difficult?

The "2022 Virtual Human Industry Research Report" pointed out that by 2025, the number of domestic virtual -related enterprises will exceed 400,000, and the overall market size of the virtual human person will reach 309.5 billion yuan in 2030. The wind of the Yuan universe was blowing, bringing a series of related industries, and all old wines were packed into this new bottle. Tencent, Ali, bytes and other large factories all have virtual people, such as Ali's "digital employees", fashion blogger Ayayi, and byte virtual idol women's group A-Soul, but the realm of virtual anchors is not as good as the way Imagine so smooth.

On the main position of the virtual anchor -Station B, according to CEO Chen Rui, in the theme of the 12th anniversary of station B, as of May 2021, there were 32,412 virtual idol/anchors at station B, an increase of 40% last year last year, 40% last year, 40% last year, 40% last year. And about 4,000 virtual anchors every month.

Related data shows that among more than 30,000 anchors, more than half of the monthly income is 0, and the top 120 heads, accounting for 0.3%of the head virtual anchors, have taken more than 90%of their income. About 2/3 of the number of virtual anchors is below 10,000, and the number of heads with a number of fans is more than 500,000, accounting for only about 1%.

It is understood that the anchor of the "people in the middle" first needs to pay the "leather case" fee, that is, the image of the paper person, find the artist to buy the corresponding appearance settings in advance, and then buy the movement such as motion catching, so that the paperman "live alive live come over". Other costs that need to be assumed include daily life expenses, vocal training, computer equipment, game cards, and so on.

The anchor who can fire is just a minority, which is related to the tone, personality, talent, and interaction ability. Most individual anchors are students and support it with their love. Earlier, the virtual anchor "Moha Official" with nearly one million fans died of illness, and the situation of poverty and illness during his lifetime caused heated discussions.

Liang Zikang, CEO of Liu Yexi's production team, said that Liu Yexi's first short video cost was about hundreds of thousands of yuan. The practitioners said that the operating cost of virtual idols for one year was about tens of millions of yuan, and the official A-Soul was official The apology statement has mentioned that "it is still in losses so far." In summary, the early operation needs to be high, but it cannot be realized quickly.

Specific analysis of realization of weakness, the strong second-dimensional attributes of virtual anchors determine the limited volume of its fans. The current fan volume of A-Soul is basically the ceiling of the domestic virtual idol. ", Virtual idols are still difficult to break the walls at many levels compared to real idols. For example, the same frame may appear weird in film and television dramas and variety shows. The brand is also relatively limited, so "migrant workers" are limited; technical restrictions make it difficult for virtual anchors to fully recover the subtle level of real human limbs. The A-Soul collapse incident also illustrates that virtual idols still have risks.

In the case of the IP did not fully do, the C -side live reward has become the main source of income from non -head anchors, but it needs to remove the platform division and tax. The company is divided into 30 % -45 %. Generally, only about 4.5 % can be obtained. According to statistics, the amount of reward obtained by virtual anchors is not as good as a live anchor. This expensive game determines the major players who bet in the future. At the same time, there are still small companies with a large number of small income bases in the industry.

Commercialization is not only a problem for companies or individuals, but also a platform. Station B's Q4 financial report in 2020 shows that it is mainly due to the development of live broadcasts and large membership business. Value -added services replaced games and become the largest source of revenue from Station B. Among them, in the field of entertainment, virtual anchors have become the fastest category of live broadcast growth. The Q1 financial report in 2022 shows that its value -added service revenue increased by 37%year -on -year to 2.052 billion yuan, accounting for 40.6%of the total revenue. Station B is still continuing to increase this track. On February 16, Station B officially launched the "virtual anchor" live broadcast partition, and added "virtual anchor" sub -label in the live entertainment partition.

For station B, promoting the commercialization of virtual anchors at the end of the waist can effectively increase the income and attract more virtual anchors to join. The minors mentioned at the beginning are one of the issues that the platform needs to face.

Rainbow Society Listing Revelation: How far is Guo V from the next SHOTO and VOX?

On the one hand, the domestic V circle has become the Red Sea, and the circle is difficult and realized. On the other side, the head virtual male anchors from overseas showed extremely powerful gold absorption ability and traffic cohesion.

The "Puppy Blog" video of the first paragraph of the first paragraph after settling in the first paragraph won 2.77 million playback volume, and the first station BAC ranking on the day. This is the charm of the two -dimensional teenager Shoto of Zifa Pupil. Shoto's settings are "brave professional demon hunters", but fans call him "repair dogs" (puppy). It is rumored that the people of the American and Vietnamese are highly technical, so the image sensitivity is very high.

Vox Akuma, who exceeds A -Soul's birthday party for the premiere, has a very cool person -"Voice Devil from the end of the Warring States Period, over 400 years old." Slice and enter the pit. The bonus points are English accents, bass guns, gentle and considerate. For example, it will say to fans, "I hope I am just a small part of your happiness, because there are many happiness in your life" " Believe in the warm side of this world, believe that you are worthy of love "and so on.

In contrast, in order to enrich the product line in China, Lehua's virtual men's group launched by A-Soul-quantum men's group, with its stiff movements and rough modeling "Bamboo Worm Men's Team", recently transformed ghosts and animals funny. direction.

Comparing the two, it is not difficult to see the gap. In terms of "leather case" appearance aesthetic, VOX's red eye shadow, white suit, black and red gradient feathers and other details are extremely delicate. The appearance is charming and charming. Most of the domestic "QQ Show" texture is mostly in China. Men's virtual anchors have different treatments than female virtual anchors. Modeling aesthetic differences and other issues are more serious. In terms of charm, sound, field control ability, human setting attractiveness and detail design, the companionship of the "people in the middle", there are also huge gaps.

How far is Guo V from the next SHOTO and VOX? When he turned his attention to the behind -the -scenes company of VOX, we found that on June 8, the "Rainbow Society" operating company AnyColor was listed on the Tokyo Stock Exchange and became the first share of a virtual idol company. Station B is one of its shareholders and has a fixed cooperation with it.

This head company with a market value of over 2.3 billion yuan may provide corresponding inspiration for domestic virtual idol operations. The prospectus shows that in the past four fiscal year, Rainbow Society's revenue and net profit have grown rapidly. The revenue of 16.62 million yen in April 2018 (2017.5.1-2018.4.30), net profit-3.96 million days The yuan, increased to the third quarter of 2022 (2021.5.1-2022.1.31) revenue of 10.1 billion yen and net profit of 3.132 billion yen. Its growth process still shows the characteristics of "serious losses in the early stage".

In addition, AnyColor has nearly 150 different types of VTuber virtual idols. The proportion of income composition from large to small is content sales, live broadcast, advertising, overseas cause. This means that compared with the live broadcast reward that depends on the platform, the "development IP value" has a stronger gold absorption ability.

In addition, AnyColor attaches great importance to the layout of male virtual idols and rich and diverse role layouts. It is said that "considering diversified character settings, not only artists, idol positioning, but also funny comedy positioning." This is a healthier proportion of the structure.

Corresponding to real idols, male idols are generally stronger than female idols. A variety of Otome games have been exploded, which has proved the emotional viscosity and gold ability of women's pan -second -dimensional users. The payment rate of VOX's premiere on the night of the domestic premiere reached an amazing 73.3%. Domestic manufacturers may wish to refer to this data to fill the market gap.

More virtual anchors have "on the road." After the risk of collapse, people began to think about the possibility of virtual human -driven by AI. Will the science fiction film "She" starring Scarlett Johnson become a reality? At least at present, it is still far away. In the final analysis, obsessed with virtual anchors is still the desire for the real companionship of human beings. This is the core competitiveness of each head anchor "person in the middle", and it is also the biggest charm that cannot be copied and unable to replace.

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