The big factory builds people with different ways: take the platform, raise IP, tool person, and large coins

Picking / Wang Hongxia

Edit / Chen Jiying

Because the heroine suddenly left the crew, the desperate director Victor used a computer to synthesize the virtual actress "Simonny" instead. As a result, "Simoni" became popular, causing the public to be obsessed with.

This is the plot in the movie "Virtual Female One" released in the United States in 2002. Five years after the movie was released, the Japanese virtual singer "Hatsune Miku" was born. After another 5 years, China also gave birth to a virtual singer "Luo Tian According to ", virtual digital people have entered the real world.

In the past two years, the east wind of the Yuan universe has become the darling of the times.

All industries have "made people", collectively rolled in large factories, Ali "Dongdong", Tencent "Star Pupil", Baidu "Higa", L'Oreal "Ou Ye", Hunan Satellite TV "Xiao Yang", Huawei "Yunsheng Sheng Sheng Sheng Sheng Sheng Sheng Sheng Sheng Sheng Sheng Sheng Sheng Sheng "... They are the anchors, brand spokespersons, hosts or employees, and digital people present diversified development.

However, there are also hidden concerns. At present, the digital human industry is still in the cultivation stage, and there is still a distance from the popularization of large -scale.

For large factories, this is both a challenge and an opportunity. It tests their precise grasp of future trends and the current layout capabilities.

The joy and worry of virtual numeric people

The fiery of the virtual digital track is derived from its huge business potential.

According to the quantum "Deep Industry Report of Virtual Digital Man in 2021", by 2030, the size of the digital human market will reach 270 billion. Among them, the virtual idol acting digital people will dominate, about 175 billion, and the service -oriented digital persons of virtual employees will be about 95 billion.

In fact, in the subdivision of virtual idols, some people have tasted the sweetness.

For example, Luo Tianyi, who was born in 2012, has been on track after many years of operation: 500 1280 yuan SVIP seat tickets, sold out in three minutes; ; There are nearly 2 million people rewarding on Taobao live broadcast, and there are also rumors that Luo Tianyi has reached 900,000 as high as 900,000, which is more than 10 times higher than the anchor of ordinary goods.

Virtual idol "Luo Tianyi"

Luo Tianyi insiders told Tech Planet that Luo Tianyi was already the EASY model.

In the service -oriented digital track, there have also been diversified cases, showing a wealth of commercial space.

For example, in the financial field, many banks have introduced digital employees, Pudong Development Bank "Xiaopu", Everbright Bank "Sunshine Xiaozhi", Baixin Bank "AIYA"; Meteorological anchor "Feng Xiaoshu" and Xinhua News Agency 3D anchor "New Small Weili" have appeared. They have the advantages of real people's unparalleled "unknown tiredness, high efficiency, and errors" to help companies reduce costs and increase efficiency.

But under the booming appearance, the digital human industry is still "immature".

First, the production and operating costs of digital people are high and difficult to inclusive.

The research report "2022 Research Report of the Virtual Personalty Industry" shows that the unit price of virtual human production passengers is more than one million yuan, and the higher accuracy even reaches 10 million.

This is related to its modeling of modeling, AI, Moving, and rendering. Virtual idol investment is particularly expensive. Some media reports said that the cost of creating virtual idols and 3D modeling requires costs. The better the cost of the equipment and model, the higher the cost of the virtual virtual video per second. 15,000 yuan range.

For example, the Douyin beauty master "Liu Yexi", who came out in 2021, revealed that the production cost of about 4 minutes of video production exceeded 1 million, which is lower than this cost, and the quality will make people talk.

Virtual beauty master "Liu Yexi"

High costs directly limit the popularity of digital people.

Second, the industrial chain is fragmented and cannot be coordinated efficiently, and it is difficult to scale.

Digital people production is a complex system that involves the ability of external image, internal AI drive, and later operation. It is difficult for a company to capture all functions.

At present, most of the players are fighting each other. As a result, customers must integrate multiple companies when applying digital people. The time and communication costs are relatively high, which restricts large -scale development.

Third, key technologies such as expression capture and perception interaction are not mature enough.

For example, the Winter Olympics officials launched by Ali "Dongdong", when communicating with the athletes, some Weibo users have pointed out that "the arm is too stiff" and "the facial expression is unnatural."

In the interactive experience close to real people, there is still a long way to go.

Fourth, commercialization is not mature.

Although the top -flow virtual idols such as Luo Tianyi have shown business value, this is only one of the existence of one of all. Data from the Head Panther Research Institute show that there are currently tens of thousands of virtual idols in China, but less than 30%of profitability.

In the field of virtual anchors, data show that among more than 30,000 anchors, more than half of the monthly income is 0, and the top 120 heads with 0.3%of the head virtual anchors have taken more than 90%of their income.

Also in the field of service -oriented digital people, it also faces the discrete of customer needs and needs customized development. It is difficult to make a large -scale profitability in the short term.

Faced with these skinny status quo, big factories are looking for a breakout.

Baidu: Digital human ecology of doing full link

Baidu, who bet AI very early, is preparing to work in the field of digital persons. It is the digital person platform launched in December 2021 -Xi Ling. Xi Ling has two core features: full scenes, per capita coverage of performing arts and service types; all links, all -links, digital person production, and operational integration services are provided.

In several large factories, Baidu is the first to clarify the whole scene and the large ecological positioning. Its concept is to use industrial chain collaboration to achieve large -scale production, reduce costs, and thereby realize the inclusiveness of digital people.

Obviously, the ecological can form a barrier to the greatest extent, but this is a long process. Baidu's confidence comes from its AI capability that has precipitated for more than 10 years.

Baidu believes that the efficiency of digital people must be driven by artificial intelligence. Its platform strategy is to support the full link with its own AI core capabilities and integrate with the entire industry ecology.

For example, in the production of portraits, traditional technology is scanning real people and pinching their faces. It takes at least 3-4 months to complete, and the cost is as high as millions. Baidu scan the portrait data in advance, and then train the AI ​​generation model to quickly create portraits.

Another example is 3D content such as live broadcasting, videos, and posters required for operations. Baidu realizes automated production through AIGC (artificial intelligence technology from motion production content).

According to Yuan Foyu, vice president of Baidu Group, based on these capabilities, Xi Ling can realize "uploading a photo, voice description and other forms, and can quickly generate a 2D digital person that can be driven by AI", which will compress the production cycle from several months from several months. By the week, the cost has dropped from one million to 10,000 yuan.

At present, Baidu Digital people already have a number of commercial landing scenarios. In 2019, the financial specialist "Xiaopu" created by SPDB, the virtual host "Xiaoyang" in cooperation with CCTV in 2021, the virtual editor of the two sessions "Little C", The 2022 Winter Olympics AI sign language anchor, Wenbo virtual commentator "Wen Yan" and so on.

It is worth mentioning that the commercial value brought by these digital people is not limited to making technical service fees for digital people for enterprises, but also a diversified derivative business model.

For example, Baidu uses "Wen Yao" as the combination of IP and traditional culture. It has released 10 museums such as the theme of the beast and the human face, and the gameplay of 10 museums. Essence

"Wenyao" digital collection

In addition to the launch of Xi Ling, Baidu has successively created its own virtual IP, such as "Higa", "Du Xiaoxiao", and "Gong Jun Digital Man".

On the one hand, the possibility of exploring brand marketing with IP can be used as a recommendation officer of McDonald's as a McDonald's 3D screen. Partners join, such as "Du Xiaoxiao" multiple abilities through AIGC: host, Fan Deng Reading Officer, Writing College Entrance Examination Composition, Baidu App Search AI Assistant, Singing VLOG, AI painting, etc.

Baidu Digital Man "Du Xiaoxiao"

In general, Baidu wants to rely on the killer of AI to build the goal of digital human ecology, but at the end of last year, Xi Ling, who only landed at the end of last year, is still far away from this goal. Friends are also working hard. Baidu needs to run faster to build a real barrier.

Tencent: Do AI Assistant+Incubation Virtual Idol

Like Baidu, Tencent also launched the digital person platform at the end of last year -Yunxiao Micro -Micro -Digital Homoor Platform. Currently, there are Ping An inclusive digital employees, Xinhua News Agency anchor "New Small", astronauts "Xiaoyu", and astronauts. 3D sign language translator "Lingu", the Palace Museum tour guide "Lord Fu" and so on.

Tencent Digital Man "Little 数"

From the perspective of landing, the two are almost the same, but in fact there are differences in the concept behind.

First, unlike Baidu's emphasis on the whole scene, Tencent focused on service -oriented assistants. At present, it has not covered virtual idol acting digital people. It is a good way to do a good job of digital assistants in various industries.

Second, Tencent also pays attention to the C -end, emphasizing that it is necessary to combine smart devices such as digital people with smart car, smart home, and smart transportation to serve life.

For example, to create a public transport digital person, use voice interaction to solve the ticket problem for middle -aged and elderly people; for example, in smart homes, users can communicate with digital people through voice instructions; for example, in the medical field, digital people can provide all -weather and temperature companionship.

This attention to the C -end experience may be related to its genes.

Although at present, the number of digital people in Baidu and Tencent has only partial overlap, but this is more like the priority of landing. In the future, the heavy probability of the two tracks will increase.

But there is a scene, Tencent has a natural advantage that friends and merchants cannot catch up -game virtual idols.

The game IP naturally has a virtual idol gene, providing Tencent with the foundation of incubation. The current volume is relatively large: the star pupils of "QQ Hyun Dance", Gilley of "The Elite", and the infinite king group of "Glory of the King". Operation ideas, reach a wider range of user bases.

Taking Xingtong as an example, the team mainly operates daily operations at Station B, and released pan -entertainment content such as late -night radio, dancing, and singing. At present, fans have reached 332,000.

Tencent virtual idol "Xingtong"

In addition, it also cooperates with various brands: participating in Shanghai Fashion Week virtual catwalk in 2019, cooperating with Levi's virtual clothing, cooperating with Yang Liping in 2020, 2021 to Changsha Internet Red Store ... This break On the one hand, the layout of the circle can break the dimension wall, bring the user increase to the game, and on the other hand, it also generates the commercial value of brand marketing.

However, the current Hitomi is not profitable, and the core reason is that the cost is huge.

Insiders told Tech the planet that Tencent's investment in Xingtong is almost expensive: designing a live -broadcast clothes will take about one and a half months; in order to ensure the real -time live broadcast effect, the team has built a set of technical pipelines from 0. Doing this; in order to achieve the interactive experience of real human beings, different "people" have also been set up behind Xingtu to provide sound, movements, and expressions for Xingtong. Wages are charged at hours. expenditure.

However, the team is not in a hurry to realize. TODD, the publisher of the "QQ Hyun Dance" series, said that the realization of the realization of domestic virtual idols is far from Hatsune Miku's future maturity model. In addition to brand cooperation, there will be release records, production animations and production animations in the future. A series of ways such as the game, if the commercial value mining is performed at the moment, it will hurt these long -term values.

Virtual idols are a tough battle of "burning money", and Tencent happens to be not bad.

Ali: Virtual KOL and the anchor with the marketing orientation

The layout of Ali Digital people is given priority to cut in the direction of brand marketing. One is based on e -commerce live broadcast and cargo scenarios to create a virtual live broadcast room for merchants; the other creates its own virtual KOL matrix.

First of all, the commercialization scene of virtual live broadcasts is clear.

Compared with the live broadcast, virtual anchors can bring 7*24 to bring goods, there will be no advantages such as "tax evasion" and "rollover" risks and strong controllability, which can help merchants reduce costs and increase efficiency.

Ali is also very determined to invest in this. In 2020, Taobao announced that it will focus on supporting virtual anchors and launched the "Intelligent Live Room" function developed by Alida Institute to support merchants to customize virtual anchors and intelligent generating live scripts.

From the perspective of the closed -loop logic of e -commerce, Taobao's "smart live broadcast room" is smooth, and many companies in the industry can provide virtual live broadcast services. Taobao naturally cannot let the "meat on the mouth" fly away.

However, the pricing of virtual live broadcast services has no unified standard at present. All. The basic model of Taobao virtual live broadcast scheme is 99,000 yuan/year, which is at a central price in the market.

Another highlight of Ali Digital is a virtual KOL.

In September 2021, Ali introduced the super -realistic digital man "Ayayi". As a digital manager of Ali's mother, he appeared frequently in half a year. , Also customized a variety of digital collections such as digital moon cakes, NFT yogurt.

Ali Chao Realistic Digital Man "AYAYI"

In May of this year, Ali added newcomers to develop a coefficient idol "Aya NOAH" debut, and soon after a brand cooperation with Tom Ford perfume.

The business value of the virtual KOL is undoubtedly revealed, but for Ali, its significance is not only a brand spokesperson, but as a "person" in the "people, goods, and field" of the Yuan universe marketing matrix. Digital marketing landscape.

For example, in this year's Tmall 618 yuan cosmic number show, the Magazine Yuan universe magazine developed by Ali's mother is the field. The boundary limit digital clothing appeared, attracting more than 40 million consumers on the entire network, and nearly 180,000 consumers participated in the interaction.

In addition, in this big show, through the gameplay of "consumers have the opportunity to get the corresponding limited digital clothing and perform AR wearable after buying a designated brand product", the unit price of the cooperative brand has increased by 20-25 %. Among them, the transaction conversion rate of the core commodity of Yunnan Baiyao increased by 157 % month -on -month, and the conversion rate of Xiaopeng offline test drive order increased by 200 % compared to April. The combination of virtual KOL+digital collections+Yuan universe has broken through the existing marketing model and found more gameplay.

It is worth mentioning that although the focus of Ali digital people is currently on the virtual live broadcast and virtual KOL, the digital person research of the Alida Academy also pays attention to the scenes of virtual lecturers, sign language translations, digital customer service. In the future, in these fields It is very likely to compete with Baidu and Tencent.

Byte: Self -developed investment, multi -pronged approach

Like other large factories, the layout of byte digital people is also "multi-point force": its volcanic engine launches digital person custom platforms, game brands Zhaoyuangnun created virtual idols A-Soul, and investing in other companies.

In terms of digital person customization, according to the introduction of Zhao Liang, the person in charge of the virtual image solution of the volcanic engine, it supports diversified venues such as virtual anchors, virtual idols, and virtual hosts, which are similar to Baidu Xi Ling in the field of coverage.

But what is wondering is that except for the first digital person "Kano Orange" launched by the service, in 2021 Beijing TV Spring Festival Gala, there is no following, and even on the official website of the volcanic engine. People suspect that bytes attach importance to this business. In contrast, the "full-time" was the A-SOUL virtual idol women's group jointly created by its underworld and Lehua Entertainment in November 2020.

According to Su Shi, the person in charge of the project, the original intention of the byte is to do art and technical exploration, and the expectations of A-Soul had only 100,000 fans.

However, the subsequent development far exceeded expectations. Due to its excellent singing and jumping ability and sincere personality charm, A-Soul made a few months of debut. Do not lose any popular love bean group.

Five members of the byte virtual idol "A-Soul"

High concern also brings a great business space. "Investment" confirmed that in 2021, the five members of A-Soul only lived only 24 million in revenue, and Commercial cooperation of multiple brands such as Keep.

It was a bright prospect, but in May this year, the "collapse of the house" was unexpectedly. With the members of "Jiale" withdrawn from the membership, the bytes were exposed by fans "A-Soul actors behind the scenes suffered PUA, live broadcast commission was only 1%, and the base salary was only 7000. "Yuan, work intensity, etc. are not treated in unclear", negative public opinion is full of enthusiasm, and nearly 200,000 fans have been lost overnight.

Although A-SOUL is still operating normally in four people's groups, it is unknown whether it can be rebuilt.

According to Su Shi, A-Soul is still losing money due to huge costs.

According to the UBS report, A-Soul's single production cost is about 2 million yuan, and the cost of an offline concert is about 20 million yuan. High cost investment leads to A-Soul even if there is a good commercial revenue, but it is still in the stage of burning money, and the loss of the bytes in the project is not known, and the A-SOUL prospect is unclear.

In addition to creating virtual idols in the end, the bytes are also sprinkled with money.

At the beginning of 2022, Li Weicha, an intert investment XR glasses producer, held 20%of the shares. The company launched the digital person of the same name "Li Weiyi" last October.

Different from the entertainment style of A-SOUL, "Li Wei" is a "self-awakening" robot. Due to its unique science fiction temperament, in the case of almost zero promotion, the single video in the Douyin account reached an average of more than 10,000 points of more than 10,000 points. The number of likes, the current number of Douyin fans is 1.216 million.

And the company's positioning does not take the business single monetization model, but to gather fans to form a community through her, promote products such as XR glasses, and use smart wearable devices such as XR glasses as a carrier. In specific scenarios, interactive and emotional links with users, such as in sports and fitness scenarios, "Li Wei" can solve specific needs in user sports. It can be imagined that the combination of "AI digital people+AR hardware" in the future will have the opportunity Infiltrate into more life scenes.

This may be the reason why the byte fancy "Li Wei". In the past two years, bytes have been investigating the Yuan universe through investment. Last year, VR hardware manufacturer Pico, this year's virtual social company wave particles, in its overall ecology Among them, "Li Weng" will bear the soul of the soul with the emotional link with the user in the metada universe scene such as intelligent wearable terminals and virtual social.

Conclusion

At present, the large manufacturers are in the exploration stage of digital people. Due to the richness of their business scenarios, they often show the trend of "multi -point force". Based on genetic and resource differences, they have different priorities to cut into specific fields. There is no momentum of confrontation. However, under the blessing of the technical strength and ecological resources, the large manufacturers enter the overlapping field to compete for the site, which may be sooner or later.

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