Liu Ningxi's nightstall, top brands are in full, and the hotspots of Yuancos are not good.

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Liu Ningxi's nightstall, top brands are in full, and the hotspots of Yuancos are not good.

2021-12-03 12:56:47 37 ℃

© ️ ️ 响 原 原 创 · 作者 | | 瑞灵

Undoubtedly, "Yuancos" is definitely the most popular concept.

Overseas, Facebook has been renamed Meta and announced from social media to "Yuancos" companies, "Yuan Coso" concept The first Roblox company has broken 60 billion US dollars, Gucci, Nike, Adidas and other big names have been announced.

And China, from Haishu House to Many brands of Honey Snow Ice City, all the trademarks related to the "Yuancos", and the digitors associated with Yuancai, Ayayi became the "Digital Drame" of Tmall Super Brand Day. "People", Liu Ningxi attracts 4 million fans with two videos ...

Although there is no precise concept, most people don't understand this concept, and the Yuan universe seems to be "no longer catching up."

From the current technologies, realizing the Yuanfang is still very far, but things that are hidden in the future can always cause the market's wave. The marketing is the most field of catching hot, the brand is involved in the most trend of trends, and then build a new head in the content, attracting more attention.

Three kinds of universe marketing methods

The report "Opening the Yuan Cosmian Marketing Era" is pointed out that the new Yuancai marketing ecosystem requires the brand to create the experience of the characteristics of Yuancai, mainly including the factors of these experiences, including digital substitutes, digital products and collectors ( NFT), virtual entertainment and enhancement reality, etc.

As far as it is, the brand on the Yuancai Shunfeng is mainly launched in three ways to market.

First, ultra-write real digital people.

As early as 2018, the virtual idols headed by Luo Tianyi and the future of the primary sound have become the hot standard of brand cooperation. However, in contrast, virtual idol is closer to secondary yuan, and the image is more cartoon, and the ultra-realistic digital man's shape is close to the real person, and the two are not exactly the same. For example, ultra-realistic digital people can do high-strength restoration on live people in skin texture, and can make corresponding simulation and rendering in accordance with different light and shadow conditions. At the same time, ultra-realistic digital people are not limited to simple singing dancing, but have more comprehensive functions, even interact with live people.

Anxi

In October This year, Unicom launched his own ultimate realistic digital "Anshi" in La Vo Music. China Unicom said that Nishi is not only hair, cheeks, skin texture is close to live, but also under the blessing of AI technology, it is also possible to make a variety of literary content creations, and have certain reasoning and emotional interaction. At the same time, Unicom also created a "first-cooled, active enthusiasm", and said that the future will be created in the direction of idols.

In this way, An Yiqi is actually a way to show its own business capabilities. If An Yixi can have a higher traffic, it will bring greater attention to Unicom services.

Brand yourself to create digital people will need to invest certain technologies and resources. Many brand choices are directly collaborated with the third party to catch up with this boom.

Ayayi Xiaohong Book Account

Ayayi, which is built by fuel, is the first ultra-written real digital person in China. In May of this year, Ayayi won more than 3 million readings after the Little Red Book released the first note, and the account rose nearly 40,000 in the account overnight. Subsequently, Ayayi quickly attracted the luxury brand and its cooperation, for example, invited to Guerlain Summer Hysical Garden activities to play, visit LV 2021 autumn and winter men's fashion space, etc.

Ayayi's performance in Little Red Book, there is no difference with the content of ordinary stars - wearing luxury big name, interacting with "first person" and netizens. For example, Ayayi released the photo of Zhou Yangqing clearly expressed "very happy to be a good friend's live friend", and the tons were fully referred to the live people.

Of course, after more fans accumulated, its marketing gameplay is more diverted, for example, announced that Ali, becoming a digitalist manager of Tmall Super Brand Day; Hand in hand Curia Virtual Music Art Man Products NO PROBLEM, and An Mu The joint name launched a digital yogurt in accordance with the user's big data.

In addition to interacting with ultra-written real-digital and consumers, many brands also emphasize the immersive experience of Yuanhe Universe, presented in the shape of virtual space.

For example, Nike in the Universe in the Board Universe released a new virtual world NIKELAND with Nike Headquarters on Roblox. Visitors can experience all kinds of Nike products with virtual image, and can also play virtual games in it, and developers can also design exclusive mini games here.

In addition to the visual effects of virtual combination, the Yuan Universe also pays attention to closed-loop economic systems, which will be separated from NFT.

Today, art, collection, copyright, music, games are available in NFT. The presence of NFT has changed the traditional virtual commodity trading model, and the NFT product has also become one of the ways of branding of the brand.

For example, July this year, Ji Givery makeup launched NFT art and became the first beauty brand that launched NFT projects. The inspiration of the NFT work is from the code of Givenchy and the rainbow color of the proud moon, aims to symbolize diversity, identity, and struggle for equal rights.

This year, Double 11, Alibaba also launched the "Double Eleven Universe Art Exhibition" on its e-commerce platform Tmall, Taobao APP. The exhibition is involved in eight brands, including Burberry, Kiehl's, Maxmara, Laperla, and Swiss watch, etc., all of which created NFT limited quantities for this event. For example, Burberry launched a special edition scarf with interactive crane NFT, consumers to buy double 11 limited edition entity products for free. Chasing the heat, but also face "real problems"

Brands have entered the Yuan universe, nothing to do, because of the concept of righteousness, take advantage of the world to seek maximum exposure for the brand. At the same time, the virtual world represented by the Yuanhe is also the object of interest, it is also interested in the young people. In order to attract young people, the brand must have to keep up with this "epidemic trend".

In addition, the ultra-written real-digital people included in the metamorphic concept are not only popular, and their people can also be carefully designed by the production party, which is presented to the user's image is controllable. This is quite applicable in the real-life star, and the frequency is lower, and the brand is not only able to make a head, and the stability of the cooperation process can also be guaranteed.

Liu Ningxi, ling

But as the beginning said that Yuancos is still very far away, and the brand will still face some real problems even if the brand will make marketing content.

In order to quickly build a virtuous universe concept, it is likely that there is a problem that the technical level is not perfect, and the user is easy to encounter BUG. The original Universe is still in the stage of education users. Such products may affect the user's view and preferences for the brand, but also do not meet the purpose of communicating with users.

Although NFT is a popular concept, many people still stay only because they are curious, or choose to buy a stage, they can't support the imagination of the brand in virtual space. NFT hobby collectors are still a lot of small groups, and the brand and NFT are still difficult to get any benefits.

Although the digital person endorsement is not easy to turn over the car, it is not enough to look at the people behind it, and the story is not perfect, lacking and user emotional links.

This is actually related to a core issue - how to do digital people's operations. The number is essentially a content, and the team still needs to be continuously launched, new material, which requires a lot of effort to enrich its image after polishing the characters. Liu Ningxi has made the company's production of technology joint founder Liang Zikang once said that due to the long production cycle, Liu Ningxi's account will maintain the frequency of half a month, and its video production cost is also "indeed not low."

Higher operating costs have also hindered the use of virtual images in marketing. Before the digit, many brands have launched their own virtual image, but there is no lasting operation. In June of this year, Hua Sizi launched a virtual image called "Hua Sizi", but the propaganda material of each major platform is still a spokesperson of Zhou Shen, Du Fu.

National style virtual idol ling

However, because there is no residence, the digital people are also easy to convince the trueity of their belts. For example, the former national style virtual idol ling has been described in the lipstick of the Little Red Book Gucci brand, with "moisturizing, coral tone, strawberry feel" to describe the product. Netizens have an objection to this, think that virtual idols have no real experience, consumed products, and there is no reference in Ai people.

Brand's Bottom Cosmine is in nature is a recovery point, in fact, and other event marketing that follows hotspots is not different. How the brand will properly combine more advanced technology into marketing actions, which will be a key point for the margin marketing. In the long run, how the Yuan Universe brings a bigger and longer commercial value for the brand, and it is still an issue where the future needs to explore.