No. 1 cosmic column ① ｜ Large factory speeds up the layout of the Yuan universe, virtual person 101 opens

Although no one can predict the future, at this moment VR has become a must -have place for the big manufacturers

Author ｜ Mo Nan

The Yuan universe is a virtual world that uses scientific and technological means to link and create, and interacts with the real world. Since 2021, this concept has become a rising star in the Internet field. Recently, the wind of the Yuan universe continued to blow violently-

Internationally, Meta continues to lead the Yuan universe. At present, Horizon Worlds has officially landed in the UK and will also create a virtual clothing store Avatars Store. At the same time, Apple VR ring patents are publicly open. Apple AR glasses have now entered the design and development stage. It is expected that mass production will begin in the second half of 2024, and the industry is waiting.

After domestic cold waves in the first half of the year, the big manufacturers also began to further lay out the universe in the universe. Byte -by -line purchases of wave particle technology, the subsidiary Pico is secretly recruiting people; Tencent applies for multiple "photon universe" trademarks and confirms the establishment of the XR business line, claiming to build an industry benchmark VR products within 5 years.

In terms of brand marketing, the virtual human "Liu Yexi" and "Mei Shi Tian" are hot, and "virtual human 101" seems to be officially opened; Virtual stock "Naixuecoin".

The film and music industry is also accelerating the introduction of the concept of the "Yuan Universe". Large platforms such as Huanrui, iQiyi, Mango TV, and CCTV are all moved. QQ music is also testing the virtual community "Music Zone" and trying to create a music version of the Yuan universe. social contact.

Given the increasingly popular concept of the "Yuan Universe", more and more people are eager to get more understanding. Therefore, starting this month, the media No. 1 and Qingbo Intelligent launched the "No. 1 Universe Column", which is committed to providing readers with the latest industry information and analysis.

International dynamics: Meta opened a virtual clothing store, Apple VR ring and AR glasses are highly expected

Former Google CEO SCHMIDT described it: "Even companies like Meta (formerly Facebook) shift their business to the Yuan universe market, but there is no clear definition of this concept and how it will affect people's lives."

We can never accurately foresee the future of a new thing, but when Meta and Apple, which are closely related to the "Yuan Universe", are arranged together, and it is inevitable that it will not stimulate infinite imagination-

1. The more frustrated and the brave Meta: virtual clothing store+new VR head display, can it continue to lead?

Meta, as the pioneer of the Yuan universe, has been particularly difficult since the beginning of the spring this year. On July 27, Meta announced the Q2 financial report of 2022. Among them, the virtual reality department Q2 revenue was US $ 452 million, which was more bleak than the US $ 695 million in the first quarter. Its losses were as high as 2.81 billion US dollars, 15%higher than the same period last year.

Despite the blood loss all the way, Meta's Yuan universe territory always seems to be more frustrated and brave -Yingwei.com NWEON June 14 news, after the United States and Canada, Meta recently announced the social social social network Platform Horizon Worlds officially landed in the UK and supports Quest 2 users aged 18 or more. In addition, the team also plans to continue to support more European countries this summer.

Coincidentally, in terms of business construction, the virtualization as a bridge of 2D social applications and 3D immersed VR experience has become more and more valued by META. On June 18, Evachen, the vice president of Mark Zuckerberg, the chief executive of Meta, announced that the company will launch a digital designer clothing store named Meta Avachrs Store, and will be at Facebook, LNSTAGRAM and LNSTAGRAM, and Messenger is launched, allowing users to buy digital costumes for their virtualization. In addition, Zuckerberg also announced that Facebook Pay was officially renamed Meta Pay, and plans to build Meta Pay as a universal Yuan universe wallet for all digital items you buy or created in the Yuan universe.

In terms of VR technology, META is always one step. On June 21, Zuckerberg demonstrated four VR prototypes developed by the R & D Laboratory of the Yuan Universe on the social platform, codenamed ButterScotch, Half Dome3, Starburst, and Holocake2. It is said that this means that Meta took another step towards this goal. Among these four prototypes, Holocake 2 is considered to be the thinnest and lightest VR headset so far, and it looks like a pair of sun mirrors. What's more interesting is that Zuckerberg said it was a fully functional prototype equipment. Therefore, users can connect it to the PC and play any VR games.

Not only that, according to Bloomberg July, July 7th, developer Steve Moser based on Meta's iPhone app to set the headset code "Pair Meta Quest Pro Right Controller" investigation found that Meta will soon launch for VR and AR for VR and AR The high -end head will be named Meta Quest Pro (previously codenamed Project Cambria), which is priced at more than $ 1,000. The ideal is full, but behind the excessive idealism, the burden of burning money must be assumed. Recently, Meta's Quest product line, which was formerly the title of "low price", ushered in a price increase of $ 100 in the unit price, causing great complaints and dissatisfaction in the consumer market. With the worseness of the 2022 Q2 financial report, many media at home and abroad began to predict, and Zuckerberg's "extreme cost -effective road" has reached the end.

2. Apple that is called: VR Ring Patent is open, and AR glasses have entered the design and development stage

Unlike Zacberg's radical and tricky approach, Apple's process in the Yuan universe is more conservative and cautious.

Recently, the first Yuan Cosmic International Standard Alliance, the "Yuan Cosmic Standard Forum", was officially announced. The alliance consists of more than 30 scientific and technological giants around the world, including not only American manufacturers such as META, Microsoft, Nvidia, but also Huawei and Alibabahamo Chinese members such as the hospital, but the apple figure was not seen.

According to foreign media Verge reports, at the end of last month at the end of last month, at all the Meta employee conference, Zuckerberg said that Meta and Apple are starting a "extremely profound, conceptual competition" in the field of the Yuan universe. Which direction develops. " Zuckerberg believes that Meta should position itself as a more open and affordable apple substitute. He preached: "They (Apple) believes that through personal and closely integrating their products, we can create a better experience. And we believe that there are many things to do in their respective professional fields, so Can give birth to a larger ecosystem. "

From the description of Zuckerberg, the smell of gunpowder seems a bit strong. Today, everyone is looking forward to the front of the two technology giants of Apple and Meta in the field of AR and VR hardware sales. Since June, Apple's AR and VR -related products have spread out again--

According to the company's inspection APP, on June 21, Apple's patent of "extended rings" was disclosed, showing users the control method that Apple VR devices could use. According to this patented file, the ring device can have a shell, which is configured to wear on the user's fingers. The sensors such as force sensor, ultrasonic sensor, inertia measurement unit, optical sensor, touch sensor and other components are used to collect user inputs and control the operation of electronic devices. The shell can have a ring -shaped subject and the extended part of the coupling subject. It may include a wings with hinge, a rotating shell component, an internal adjustable frame and cover. The extended housing formed by the stretched tube between the devices and other stretching structures.

At the same time, Apple is still preparing for its mixed reality head, and Apple AR Glass may come later in 2024. According to a description of Jeff PU, an analyst at Haitong International Technology Research Company seen by 9TO5MAC, this device has now entered the design and development stage.

Apple "can stretch the ring equipment", source: enterprise check

Large manufacturer dynamics: byte -by -line purchases of wave particles technology, Tencent established the XR business line

Compared to Meta, which has been singing all the way, companies such as bytes, Tencent and other companies are obviously slow. Today, after the cold winter of the first half of the year, domestic major manufacturers have begun to further lay out the real -knife and real gunland.

1. The byte plan is invested in "a lot of funds" to develop VR -related content, and overseas recruit people and acquire wave particles technology

In China, the ecological ecology of the byte beating is at the forefront -content, games, social, VR and other related hardware products are involved. Especially last year, it had a huge funding for acquisition of VR startup PICO, adding a plump wings to it in the field of the Yuan universe. In the 2021 "Global AR/VR Turquetal Report" of IDC, the VR brand PICO, the VR brand of bytes, ranked third with a share of 4.5%. It is also reported that the byte beating has formulated the goal of Pico 2022 sales of 1.8 million VR devices in 2022.

Since June, according to the US technology media Protocol, byte beating is seriously considering entering the VR field. A relevant person told the media that the byte may invest in "a lot of funds" this time-

First of all, the recruitment of PICO company in the bytes in the United States. The report pointed out that this time the PICO company of bytes has released more than 40 positions, most of which are in the west coast branches in California and Washington, and the positions include various related positions from VR game strategy supervisors to game operation managers. It is worth noting that the term consumer sales supervisor is described as "responsible for the sales and marketing of PICO overall products in the American consumer market." It is reported that after the byte spent 1.5 billion US dollars to acquire PICO last year, the software content ecosystem of the VR side became an important point for its subsequent force. In addition to continuously introducing high -quality VR games and 3D film and television resources, its ambitions to enter the US market are also very obvious. At the same time, on June 27, according to ZAKER reports, the Social manufacturer of the Yuanshi Social Manufacturers has been acquired by bytes. The wave particles are a technology company that focuses on the two -dimensional virtual social world. The main product "Vyou Wei You" is a virtual image replacement and entertainment app. Users can transform into a two -dimensional virtual image, cross to the virtual world, and meet the small world of the new world. Partner, interact, shoot, play, create.

2. Tencent confirms the establishment of the XR business line, applying for multiple "photon universe" trademarks accelerated layout

Compared to Meta, byte beating, Sony, Google and other large technology factories in VR hardware manufacturers, many people in the industry believe that the lack of "VR hardware entrance" has made Tencent a slightly slower layout in the Yuan universe. Although Tencent has spread the news of the acquisition of Black Shark Technology of the game and mobile phone company at the beginning of the year, it seems that it is now gone.

In fact, aside from hardware, Tencent has been secretly deployed in the Yuan universe in recent years. Not only does it hold ROBLOX and EPIC Games, it is still developing the social and VR -related functions of the Yuan universe in QQ Music. Since May, Tencent XR game studios have also opened up. In the past two months, the process of Tencent's Yuan universe seems to be accelerating-

On June 13, Tencent Photon Studio proposed to create a "photon universe" platform, enabled the new overseas brand name LightSpeedStudios, and will realize cross -terminal development on the main product track to build a photon IP universe. According to the information of third -party agencies, Tencent Technology (Shenzhen) Co., Ltd. has applied for registering multiple "photon universe" trademarks, and also applied for "Lights", "photon exploration", "photon small quantum", "lights of photorespeed LightSpeed The photon series trademarks such as "PICTURES" include scientific instruments, communication services, design research, etc., and the status of the trademark is in the application.

Coincidentally, since June, the news of Tencent's establishment of the XR department has spread. Its departmental organizational structure belongs to the Interactive Entertainment Business Group (IEG), which is intended to develop the concept of the virtual world. It is expected to have more than 300 employees.

On the evening of June 27, at the "Spark 2022" Tencent Game conference, Ma Xiaoyi, senior vice president of Tencent, officially confirmed that Tencent has recently established a software and hard -hard expansion reality (XR) business line. I hope to seize the opportunities in the next 4-5 years, and actively try in all aspects of software, content, system, tool SDK, hardware and other aspects to create an industry benchmark VR products and experience.

3. Other dynamics

Honor and Baidu cooperate to launch the first VLOG of the Yuan universe;

Chairman of HTC joins the board of directors of Lenovo, or explores the development of the application of the Yuan universe;

BOE: The company provides a solution with high PPI, high refresh rate, and ultra -high resolution in VR/AR/MR;

HTC announced the launch of the first Yuan universe mobile phone -HTC Desire 22 Pro;

Tianya Community released a virtual world white paper to promote the Yuan universe plan.

Yuan Cosmic Brand Marketing: Nai Xue's tea plays "Naixue Coin", Burbaoli launched a virtual handbag

From the perspective of brand marketing, virtual people seem to have been "played". Not only "Liu Yexi" and "Mei Shi Tian" are busy "rushing", and more and more new stars in the industry are rising. In addition, "Naixue's Tea", which was listed for a year, hit the iron while it was hot, and released "Naixue Coin". It seemed to want to introduce the logic of the currency circle into the "milk tea universe" -

1. Virtual person 101 opens to form a beautiful urban landscape

Three months ago, the article "The Business of Virtual Digital People in the Virtual Digue" was discussed in detail the past and present life of "Virtual Digital Man" and business myths.

In the past two months, according to statistics on No. 1, the figures of virtual people in well -known domestic platforms and major events have continued to emerge -people's domestic cargo project joined hands with "Liu Yexi" to explore the innovation and development of the Guangdong -Hong Kong -Macao Greater Bay Area in the innovation and development Opportunities; virtual human "Mei Shi Tian" served as the introduction of the Beijing International Film Festival. Xuan Yingke was officially renamed "Ying the Universe" and ushered in the first appearance of the digital spokesperson "Yingying"; Science and technology launching the first reading field in the field of digital reading and promoting virtual spokesperson "Yuan Yimeng" ...

Nowadays, more and more virtual people enter the game have also begun to trigger the entire market reflection. Perhaps, "Liu Yexi" and "Mei Shi Tian" and other people were impressed by people's hearts as a brand propaganda. However, when the mass production gate is opened, the numbers of these principles seem to start facing a white -heat -like competition similar to the "Draft 101". 2. New gameplay: Naixue's tea launches "Naixue Coin" and will create Yuan Snow Paradise

In addition to virtual human and VR, how can "Yuanshi Marketing" play?

Recently, "Nai Xue's Tea" seems to have given the market like a question--

Panews News on June 30, Nai Xue launched the "Nai Xue's first anniversary, inviting you to do a beautiful virtual shareholder" event. From June 30th, membership points have been upgraded to Naixuecoin. Each consumption is 1 yuan, and one Naixue coin is obtained. Every Wednesday member day, the consumption can get double Naixue coins. This currency can be used to redeem gifts in the mall, or the game currency of Naixue virtual stock games. It can be used to buy/sell virtual stocks with Naixue Coins and add leveraged borrowing. Virtual stock price = Real closed price of Naixue Hong Kong stocks*Hong Kong dollars against RMB exchange rate. After that, Nai Xue will also jointly build the Yuan universe "Naixue Paradise" with Netease, and virtual shareholders can find treasure here.

In the current Naixue dot small program, Nai Xuecoin can not only redeem cash vouchers, discount coupons, and peripheral goods, but also can even be exchanged for 13 -inch MacBookair. This has made users dazzling and began to question whether this marketing method is illegal?

After all, People's Daily has just released "virtual currency is the dream of Huangliang Yimeng and Ponzi scam". Soon after, the domestic behavior has been completely banned from "mining". The practice of "Naixuecoin" is tantamount to "wipe the ball".

3. Other dynamics

NREAL will introduce video ads in AR glasses. L'Oreal and other brands have signed a contract;

British luxury brand Burberry launched a virtual handbag on Roblox;

Yahoo will carry out a series of Yuan universe activities in Hong Kong, China to explore the use of this immersive advertising technology;

Fujian Tourism Technology successfully held a launch conference on "Shizhuan Quanzhou Science and Technology Travel" APP.

Film and Entertainment Information: Huanrui Century Layout Digital Artists, QQ Music Create Music Version of the Yuan Universe Social

The big entertainment market, which is related to the current audiovisual media, began to deploy the concept of the universe in the early morning. Today, similar to the situation of "Virtual Human 101", the "Yuan Cosmic Products" in the film and entertainment industry also began to run.

1. Film and television platforms and companies ushered in the Yuan universe product race

Since June, many film and television platforms and company's Yuan universe related projects have been launched-

On June 17, accompanied by archeological excavation work in Sanxingdui entered the final sprint stage, the Central Radio and Television Terminal launched the first large immersive digital interactive space "Sanxingdui Fantasy Journey". It is reported that "Sanxingdui Fantasy Journey" adopts "large -scale instant cloud rendering technology" for the first time, which places the graphic computing power required for large immersive experiences and storage needs in the cloud. Discover the live broadcast. The audience can enter the digital interaction space synchronized with the special program of the "Sanxingdui Discovery" through answering the questions. Not only can they watch the live TV with other netizens, but also immerse themselves to explore the archeological scene.

Around June 17th, domestic VR manufacturers iQiyi · Qiqi VR newly signed a group of sports VR games, including fighting masterpieces produced by the developer of the domestic momentum- "VFC Fighter", two models, two models, two models, two models, two models, two models The arcade racing game "Speed ​​Club", "Like the Real Racing", and two VR games "Jet Flying Flying Football Stadium" and "Jet Flying Man Paradise" developed by Tourism Infinity.

On June 21, Huanrui Century held a 2021 annual performance briefing, and the "official announcement" explored the layout of digital artists. Specifically, Zhong Junyan, chief content officer of Huanrui Century, said that in recent years, the company has clarified the strategic direction of digitalization and platformization, and has been explored and deployed in the C -end -changing field, including cultural tourism, MCN, clothing derivatives, digital artists Digital assets and other businesses are currently actively promoting.

On June 28, the Mango was the first Yuan universe product, "Mango Fantasy City" landed in the adventure VR, and the mysterious veil of the mango cosmic universe was announced. "Mango Fantasy City" is the next generation of pan -entertainment content social platforms created by Hunan Mango Fantasy Vision Technology Co., Ltd., which integrates content browsing, game experience, and virtual social networking. It can be simply understood as a three -dimensional "Mango TV". Platform ecological exploration in the Yuan universe era.

2. Music Yuan Universe is discovering more imagination

In recent years, with the promotion of concepts such as VR and "Yuan Cosmic", people are no stranger to "virtual music idols", "Yuan Universe Music Concert", "VR album", "Music Digital Collection".

Recently, the domestic music industry's advancement in the Yuan universe has emerged again with some ingenious ideas-

Around July 4, QQ Music added a very interesting "Music Zone" function to its internal test version, which seemed to start creating a music version of the Yuan universe -this feature provided users with a virtual space, which In space, users can complete some interesting music social experiences. For example, decorating your own "music nest", singing songs in your own "small nest", and each other "small nests". In addition, the platform also provides some NFT images that can be paid. Coincidentally, International Online July 6th news. Recently, the Oasis Oasis Yuan Universe Lab and the Chinese Good Voice Committee announced in Guangzhou that the 2022 China's first Yuan Cosmic Championship Night Annual Music Ceremony was officially launched. According to reports, this music ceremony will diversify the appeal of online TV programs to offline, realize the linkage promotion of online and offline and in the Yuan universe space, and drive the influence of urban influence and the new business form of the Yuan universe. development of. The relevant person in charge said that the relevant Yuan universe scene has been set up, and then it will bring a multi -dimensional and space form experience.

3. Other dynamics

Quanzhou's first Yuan universe Fu Ling IP Yaoyan appeared;

The SandBox has reached a cooperation with the Lion Gate Films to establish the theme of the film theme;

"Dark Soul: Remake" VR MOD is about to be released, supporting PCVR heads;

The SandBox introduces the anime "Football Teen" to the Yuan universe;

BMW and Fender settled in the Horizon platform to create an interactive multiplayer VR game;

Soft science fiction short drama "Yuan Cosmic · Love" is killed in Xiangshan;

Niantic launches the NBA version of the VR Yuan universe game;

Disney launched a new cruise ship "Wish" involved in the virtual world;

Huace Film and Television: The company's Yuan universe business is mainly content at this stage;

The blue cursor unite Lehua Entertainment to create the first virtual national style music women's group "Wu Yin";

The Yuanshi Music Platform Authentic Artists completed strategic rounds of financing, and Warner Music Group and others participated in the investment;

American musical instrument manufacturer, Ferner and Meta, launched a music universe called "Fender Stratoverse";

The Japanese music giant AVEX's music investment fund intends to expand the investment scope to the field of web3 and the Yuan universe;

SM Entertainment Corporation established the Yuan universe content production subsidiary Studio Kwangya;

American virtual concert platform Amazevr and South Korea SM set up a joint venture company Studio A, which will push VR concert content.

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