One thousand yuan virtual anchor, live broadcast hope of small companies?

Edit Introduction: There are thousands of good -looking skin, and the homogeneous model has no new meaning. Nowadays, the selling forms of e -commerce live broadcasts are similar, and many users are inevitably bored. This article has a series of descriptions on this. Welcome friends who are interested to read and share together ~

After watching the live broadcast of e -commerce for several years, will everyone feel a similar feeling? Indeed, the form of homogeneous live sales has made many users bored, and the live broadcast room has also become a self -help collection machine, or another TV shopping channel.

The innovative bottleneck of live broadcast is imminent. With the popularity of the Yuan universe, some users have found that Taobao, JD.com, Kuaishou and other platforms have launched virtual human (digital anchors), and they have made live broadcasts and sold products with the brand. Everbrights have big brands such as Liberalia, Lancome, Magnolia Oil, and Saint Laurent.

The freshness and technology of virtual human beings have attracted many users to watch and place orders, making many small and medium -sized brands very envious, but they are discouraged. They are afraid that the cost of virtual anchors is too high and the threshold is too high, and it is difficult for them to get it.

So, will this situation change?

1. The virtual anchor cannot be separated from the real person?

Recently, I know notes that there are many merchants who sell virtual live broadcast solutions on e -commerce platforms. And the minimum quotation is less than 1,000 yuan. What is the effect of virtual anchor at hand?

Search for "virtual person", "virtual image", and "virtual anchor" on the e -commerce platform. You can find a lot of related content, and the title of the product's title also appears "AI" and "artificial intelligence", which looks very high.

"You see what plan you want, the implementation plan is different, and the cost is naturally different." In order to find out, understand the notes of notes as the company's procurement, and consult several of them. Merchants said that there are two types of virtual live broadcast plans in the industry.

One is the form of pure software. The software provided by the merchant has an optional virtual image. The proportion is roughly a man and four women. Users only need to provide a series of text -based product materials. When they enter the software system, the virtual person will introduce the product in order.

The second solution does not seem to have much to do with AI: merchants will provide users with a hardware device that can be worn on the body to track the detector tracking action.

"The first one is very convenient. To achieve consultation, you only need to enter the keywords corresponding to the content in advance. Once the consumer barrage is sent to consult, the keywords will be triggered, and the virtual person will reply by itself." Four dimensions explained that this similarity is similar The function of the automatic reply can be understood as the virtual human version of the public account keyword reply.

As for the virtual person's voice, it is also synthesized by AII. There are more than a dozen sound types to choose from. There is a background broadcast control system than the former. "

If the built -in virtual image of the software is still not enough to meet the needs of users, users can also customize the special character image of ODM. A set of systems with a customized character image, the price is less than 1,500 yuan.

"But I don't recommend the first set of schemes very much. The image homogeneity of virtual anchors is more serious, and the consultation triggers are more mechanized and stiff. Although there are AI gimmicks, it is not too smart." Siwei immediately recommended to understanding notes. The second plan to realize virtual live broadcast.

"You put on this hardware device, as long as your movements are tracked, virtual human beings will follow the corresponding movement."

In other words, this method is to use the action tracking equipment to "map" the action made by the real person to the virtual anchor. The principle is similar to the "sports capture" technology such as animation production, action VR games used by European and American technology companies. Zhong is still inseparable from real people.

"But what gestures do you do, what gestures of virtual anchors do, the action is smoother than AI, it will be less stiff used for selling goods and recommending products. It is inseparable from real people, but because the effect and completeness are better, the price is relatively high.

Such a set of "sports capture" hardware equipment is priced at 29,000 yuan. In addition, the annual service fee of 800 yuan is required to pay separately. After taking notes to inquire with several other merchants, most of the prices of similar solutions are between 200,000 to 30,000 yuan.

In a piece of information given by the four dimensions, I understand notes and found that the "developer" of the solution is a startup of Kunming. Like other merchants selling virtual human live broadcast solutions, Siwei is only one of the "agents".

"If you feel too expensive, you can buy a half -body plan. Only collect the expression of a real person's face, and then synchronize it to the virtual human face in real time. The price of this plan is only 6,000 yuan, which is very affordable.

Some people in the industry have revealed that similar half -body virtual human live broadcasts are currently selected plans for many SMEs. During the live broadcast, they can take into account multiple dimensions such as costs, thresholds, and effects. From the perspective of online sales, the highest sales merchants have shown thousands of praise.

So, since it is impossible to leave the intervention of real people, what benefits can SMEs use similar "semi -hanging" virtual anchors?

Second, virtual person is better than real anchor?

"When buying (virtual image), you know that it has nothing to do with artificial intelligence, it is a gimmick." Zhirong operated a digital accessories company in Shenzhen Huaqiangbei. In the past two years, the company has built a live broadcast team and incubation anchor. Sales digital accessories through live broadcast. But for a long time, the anchor of the company's incubation was extremely headache, and he would leave in less than three or four months.

Although there is an iron account, the anchor of the flow still makes him feel that the continuity of the user traffic is insufficient, and the lack of a fixed anchor image and IP can maintain the strong relationship between the store and the consumer for a long time.

"Every time you change the anchor, many users will ask the anchor before? It is difficult to explain it." In order to prevent the anchor from changing the flow of traffic and the amount of fan, Zhirong has always counted a virtual image, and will be the only fixed fixed in the live broadcast room in the future as the live broadcast room. Personalized.

Therefore, not long ago, he spent nearly 10,000 yuan budget, customized a virtual anchor from the Internet, and also purchased a set of half -body synchronized live solutions. When needed, let employees wear gloves and sleeves such as gloves. The real -life face and half -body movement can be collected by the equipment and synchronize it to the virtual anchor.

He believes that employees who are responsible for the "output" action do not need to be high -value and can be photogenic female anchors. Even the company's guys can use hardware equipment to control the words and deeds of virtual beauty anchors. Human image is unchanged. This is much better than a live anchor. "

Zhirong admits that the only beauty of the half -body virtual solution is the sound of the characters, and only the original sound of the operator (that is, the real person behind it). In order to prevent the sound from binding the real people behind, he also bought a set of professional sound changes hardware, so that the virtual human voice has some science fiction.

"Even if the operators have left, I can do it by myself." Since the set of virtual anchors, the company no longer needs a professional and photogenic anchor. "Before we did it once, I made all the time Director training, ask everyone to operate virtual anchors. "

Coincidentally, there are also virtual human live broadcast solutions, as well as a MCN institution in Guangzhou. Miya, the person in charge of the institution, told understanding notes. The company owner did a live broadcast of knowledge science. In April this year, it just cost 30,000 yuan to buy a set of virtual live broadcast equipment.

The reason why the virtual human live broadcast is because the content of the knowledge science popularization is relatively simple. The explanation of virtual human beings and animation demonstrations can be fully competent. There is no need to hire professional anchors. The device, do it as much as possible. "

Miya said that after writing content in the past, the company also hired professional anchors to live broadcast, online explanation of these popular science content. Now that the virtual person is launched, the company can save all the costs of anchors. "A monthly salary expenditure of an anchor costs more than 10,000 or even 20,000. Now add a little manuscript to the creator, control the virtual human live broadcast, add a small hundred yuan at a time, and the monthly expenditure is much lower than the anchor. Anyway Don't look at your face, the content is OK. "

Obviously, although machinery, rigidity and lack of humanization, virtual anchors will not leave and play big names compared to real -life anchors, facilitate the management of enterprises. Coupled with virtual human expenditure, it is usually composed of one -time purchase of hardware and less annual fees. Compared with incubation and signing anchors, the cost of investment is lower.

Because of these objective reasons, even if the principle of virtual human live broadcast sounds very simple, it has little to do with real artificial intelligence, but there are still some small and medium -sized enterprises, startups, and content teams to choose to sell goods and output content through virtual human live broadcasts. While inspiring users' curiosity, it also saved a investment.

Third, there is no disadvantage of virtual human live broadcast?

In fact, the current audience of virtual anchors is not extensive, and only the post -95s are more happy to accept.

The "Deep In -industry Report of Virtual Digital Man in 2021" shows that the proportion of generations Z, which focuses on virtual human topics, reached 89.4%. Among them, the D Genesis of more than three times a week accounted for nearly 10%, and 8.2%of the daily attention was paid.

In addition, more than half of the Z generation said that they are willing to pay for virtual human -related functions. Therefore, many companies are involved in the output of virtual human content and virtual anchors, so as to seize the generations of generations of generations and post -00s.

"Young people are very concerned about a series of technologies and emerging topics such as the Yuan universe and virtual human." Li Jing (a pseudonym) of a MCN in Hangzhou MCN told understanding notes. Copy again.

As a result, the company decided to incubate the image of virtual anchors and virtual characters, replacing live anchors and video masters. However, at the beginning, the company's shareholders still had a lot of concerns, and worried that the use of virtual people to replace real people as e -commerce live broadcasts will trigger users' resistance, resulting in difficulty in circle powder and user loss.

"But after it was launched, many users paid attention to our virtual anchors because of curiosity." Li Jing pointed out that after analyzing the user labels of some live broadcast platforms, more than 50 % of the virtual anchor accounts were more than 50 % of the users of generations.

Whether it is a male and female virtual anchor, more than half of the male users of the followers. It can be seen that men will always have curiosity. Any elements related to the sense of science and technology and science fiction can attract the attention of men. "Seriously, virtual anchors are simpler than live anchors. Well."

However, as the company gradually opened up the cooperation between virtual anchors and Party A, the disadvantages behind them gradually appeared. Li Jing told understanding notes that although the virtual anchor has "drainage constitution", in terms of product promotion and interaction with people, it is indeed not as good as a live anchor. "Live anchors can hold the product, which is more intuitively displaying selling points and functions to users, but virtual anchors cannot. If the product is modeling, the cost will be very high. As a result, virtual anchors sell goods. It can only move the" mouth and mouth 'purely. The product can only be left aside. "

Li Jing explained that in this way, virtual human live broadcast will attract a lot of "watching lively", but it is not outstanding in transaction conversion. After all, consumers do not dare to place an order easily after lack of relatively intuitive communication and product display.

"Cooperation brands also know this problem. At present, virtual human beings are live broadcast. The picture is just a lively, so it will not be too dead to the sales of sales. "Li Jing believes that there are still some shadows of the live broadcast boom in the early years.

With the rise of the topic of the Yuan universe, the concept of virtual human beings follows the fire, and many scientific and technological startups and capital have noticed virtual people. For a time, virtual anchors made live broadcasts and virtual images to shoot short videos, and various virtual applications appeared in large numbers.

In the e -commerce circle, different virtual live broadcast and short video solutions have also become a fingertips under the promotion of agents. The solutions of hundreds of yuan and thousands of yuan have also been put on AI, VR and other technology aura.

However, under the novel "skin", many solutions are either a "artificial mental retardation" with high scores and low energy and nothing, or the "soul" of real people put on the coat of technology. The virtual "coat" bought by thousands of yuan and tens of thousands of yuan may still be a gimmick.

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Author: Kagura, Editor: Qin Yan; WeChat public account: understanding notes (ID: dongdong_note), "Xiaomi Ecological Chain Battle Land Notes", "WeChat Thinking", "WeChat Power" author of three best -selling books, many years of financial media media Experience, senior analysts in the industry.

This article is published by @本 本 本 本 is the product manager. Reprinting is prohibited without permission.

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