Supply and demand resonate, and the industrialization peak of virtual human may come
Virtual human can be defined as a virtual character with digital shape created by computer animation and other technologies. On the supply side, with the rapid iteration of the engine and the breakthrough of the deep learning algorithm, the threshold of virtual human production has been greatly reduced, and the high scene of primary market financing provides important financial support for virtual human production; On the demand side, because virtual human can reduce costs and increase efficiency for enterprises and avoid the negative news risk of real idols, and may become people’s digital separation in the meta universe, the demand may continue to rise. Under the resonance of supply and demand, the industrialization peak of virtual human may come. In the 2022 New Year series of performances, the virtual human will be widely used and shine. Its application is worth looking forward to in the upcoming Spring Festival Gala of the year of the tiger and a series of activities of the 2022 Beijing Winter Olympic Games.
The downstream application space of the virtual human industrial chain is opened, and there is great potential to realize relying on the fan economy
In the virtual human industry chain, the pattern of foundation layer and platform layer is relatively stable, the downstream application space may be gradually opened, and the competition is open. At present, head virtual humans such as ayayi have started commercial realization. In the future, relying on the fan economy, live broadcasting with goods (assisting or replacing real-life anchor) and advertising endorsement (as the spokesperson who will never “collapse the house”) are realizable. On the one hand, there is the realization income of replacing real people, on the other hand, it is expected to open incremental commercialization space. According to our assumptions and calculations, taking the live broadcast with goods as an example, under the neutral assumption, it is estimated that the virtual human may contribute 159.1 billion yuan of annual revenue to MCN company in 2025.
The ability of content creation and operation may be the key to the long-term competitiveness of virtual human industry chain companies
We analyzed Disney’s famous IP “ice and snow”, and believed that its success was mainly due to the strong connotation of animated films, the creation of characters with vitality, the continuous output of high-quality content, the amplification of IP value, and the superposition of various operation means to expand the realization scale. Summarize Disney’s successful experience in shaping IP, that is, “content creation ability is the cornerstone of IP, and continuous operation and management ability is the core of the success of IP commercialization”. In 2021 tiktok, a virtual beauty makeup master who captured the devil, was raised by air and raised a lot of attention in the short term. Liu Yexi attracts users’ attention through unique personas, and the short plays enrich the characters. The company behind it runs many head accounts of jitter effects industry. Tiktok Disney, whose outstanding content creation and operation ability, or Liu Yexi is expected to build a virtual human IP, has achieved commercial success.
Head marketing / film and television listed companies may benefit more from the commercialization of virtual people
Marketing / film and television listed companies with omni-channel traffic operation and content creation capabilities may have a higher probability to create head virtual human IP and create higher realizable value. Mango Excellent Media Co.Ltd(300413) has strong content creation ability, or can be copied to virtual human creation, and its own platform mango TV traffic or help virtual human IP propagation incubation; Shanghai Fengyuzhu Culture Technology Co.Ltd(603466) has accumulated rich digital content creative resources, technical talents and landing scenes. It cooperates with Anhui Satellite TV to build virtual human, and the commercial landing is worth looking forward to; Beijing Quanshi World Online Network Information Co.Ltd(002995) have rich advertiser service experience and professional content creativity and planning team, or enable virtual human production and operation; Bluefocus Intelligent Communications Group Co.Ltd(300058) has built a whole industry chain of marketing services, launched a virtual live studio and its own IP virtual human “Su Xiaomei”, and the virtual human is commercialized or quickly landed. The virtual human industry chain mainly recommends Mango Excellent Media Co.Ltd(300413) , and the beneficial objects include Shanghai Fengyuzhu Culture Technology Co.Ltd(603466) , Beijing Quanshi World Online Network Information Co.Ltd(002995) , Bluefocus Intelligent Communications Group Co.Ltd(300058) , Beijing Fengshangshiji Culture Media Co.Ltd(300860) , Zhewen Interactive Group Co.Ltd(600986) , Beijing Jetsen Technology Co.Ltd(300182) , Saturday Co.Ltd(002291) , Hylink Digital Solution Co.Ltd(603825) , Shenzhen Kingsun Science & Technology Co.Ltd(300235) , Yunnan Tourism Co.Ltd(002059) .
Risk tip: the acceptance of virtual people is lower than expected, and the homogenization of virtual people leads to intensified competition.
