Since 2022, the popularity of concepts related to the meta universe has remained high, and the automotive industry has not been absent from this new outlet.
The reporter of “daily economic news” found through consulting the data of qixinbao that recently, Great Wall Motor Company Limited(601633) (hereinafter referred to as Great Wall Motor Company Limited(601633) ) also submitted the trademark application of “Great Wall yuanuniverse”.
Source: qixinbao
According to the reporter’s incomplete statistics, before that, Byd Company Limited(002594) , Saic Motor Corporation Limited(600104) , FAW Group, Nezha automobile, ideal automobile, Weilai automobile, Xiaopeng automobile, Geely Automobile and other automobile enterprises have applied for yuancosmic related trademarks.
“( Byd Company Limited(002594) registered yuanuniverse related trademark), mainly for the consideration of trademark protection, there is no plan to carry out relevant business for the time being.” The relevant person in charge told reporters.
An executive of a new energy vehicle brand told reporters: “as a large intelligent terminal, the car is naturally based on immersive experience. We are very confident that the car will become one of the very important carriers of the meta universe.”
multi brand registration of related trademarks of yuanuniverse
Since the second half of 2021, the concept of meta universe has continued to be popular, from the pursuit of capital, to the entry of technology giants, to the sharp rise of meta universe concept stocks in the A-share market, games, social networking, short video… Meta universe concept products emerge in endlessly, and “everything can be meta universe” for a time.
It is reported that the so-called “meta universe” is to create an immersive virtual space in which users can have interactive experiences such as cultural, social and entertainment activities. According to the prediction of IDC, a well-known market research institution, the average annual growth rate of the global virtual reality industry will reach 54% from 2020 to 2024. With the continuous development of new technologies, virtual reality meta universe related industries may usher in an explosion.
In this context, many car companies have also begun to carry out meta universe related layout and rush to register trademarks . In January this year, Nezha automobile related company Hezhong New Energy Automobile Co., Ltd. added trademark application information such as “Nezha yuancosmos”, “Hezhong yuancosmos” and “natiecosmos”. The international classification involves advertising sales, scientific instruments, means of transport, etc; At the end of last year, Byd Company Limited(002594) registered a trademark called ” Byd Company Limited(002594) yuanuniverse”, which is internationally classified as means of transport; In December last year, FAW Group also applied for the registration of several “metauniverse”, “metaverse”, “hqmetaverse” and “fmetaverse” trademarks, and the international classification involves transportation means, advertising sales, etc; Last November, Zhejiang Geely Holding Group Co., Ltd. applied for the registration of the trademark “geometric yuan universe”, which is internationally classified as a means of transport.
Source: qixinbao
What’s more, in October 2021, Saic Motor Corporation Limited(600104) applied for hundreds of trademark categories related to metauniverse at one go, including “car metauniverse” and “car metauniverse z-universe”, which are used in many fields such as automobile R & D, production, manufacturing and sales.
In September 2021, the ideal car of “Wei Xiaoli” took action, applied for “ideal universe” and other related trademarks, mainly used in electric vehicles, autopilot cars, sports cars, RV and bus transportation, advertising, packaging design, transportation, clothing and toy cars and other fields.
In addition, Xiaopeng automobile, Weilai automobile and other enterprises have also registered yuanuniverse related trademarks. However, many enterprises also told reporters that the registration of yuanuniverse related trademarks is mainly for the purpose of trademark protection. At present, they will not carry out relevant business .
some auto companies have begun to “test the water”
While car companies scramble to register the relevant trademarks of meta universe, some car companies have made more attempts, or launched the virtual world of meta universe, or incorporated the concept of meta universe into user operations.
On the eve of the Munich auto show last September, BMW Group launched the meta universe virtual world joytopia. Users can enter the world of joytopia without user name and password, enjoy the concerts of famous British rock bands, and actively participate in the activities through avatars.
“Through joytopia, we have created our own meta universe, which shows that we are responding to customers’ needs for personalized experience in digital space.” Stefan ponikva, vice president of brand communication and brand experience of BMW Group, said.
Hyundai Motor released the vision of Siasun Robot&Automation Co.Ltd(300024) in CES 2022 held in January this year, including innovating and expanding the “metamobility” of users’ mobile travel experience, giving things a “mobility of things (MOT)” ecosystem and human oriented “intelligent Siasun Robot&Automation Co.Ltd(300024) “. Among them, metamobility means that intelligent devices are connected with metaverse platform, and the scope of human mobile travel will be extended to the virtual world, so that users can realize a new dimension of mobile travel experience.
Modern automobile believes that in this process, the application of innovative technologies such as artificial intelligence and automatic driving will break the boundaries of mobile travel in the future, and various mobile travel modes such as automobile and UAM (urban air travel) will become intelligent devices connecting metaverse (metaverse) platform.
Focus on Chinese auto enterprises. Last August, Zhiji automobile’s csop “user data rights plan” was named “original stone Valley” and officially launched on the “Im Zhiji” app. According to the official introduction, users can explore the original stones, exchange experience, upgrade equipment and evolve vehicles here. The core of “raw stone Valley” lies in the 300 million raw stones linked to the 4.9% shares of Zhiji automobile. Users can obtain 70% of them through “Li program mining”, and the “raw stones” can be used to exchange various hardware or OTA services.
Photo source: Zhiji auto official wechat
Moreover, “original stone Valley” is positioned as a value community in the future form, and its further goal is to build its own “meta universe”. In the future “original stone Valley” secret space-time of Zhiji automobile, each owner will have a mapped virtual car. Virtual cars and real cars are interrelated and affect each other. Some driving behaviors and special data of real cars will affect the characteristics of virtual cars, so as to gradually develop a unique virtual car; On the contrary, the ability developed by the virtual car, such as better hardware or software services, can be used as the upgrading direction of the real car. Zhi has called it “twin entanglement”.
\u3000\u3000 “Metauniverse is undoubtedly a very important track in the future. In the era of artificial intelligence, everyone is not only a creator, but also a sharer and a user. In the future, the perception system of automobile will be stronger and stronger, and its computing power will be stronger and stronger, and its ability to entangle real and virtual worlds will be stronger and stronger. In the future, real and virtual worlds must be integrated. Through csop, you can So that users can embrace the dividends of the times with us. ” Liu Tao, CO CEO of Zhiji automobile, said in an interview with reporters.
In addition, Changan Ford, Changan Auchan and others have also played the sign of yuanuniverse in product or brand publicity.
Will become a new retail marketing tool for cars?
In fact, it is generally believed in the industry that the enthusiasm of car enterprises for the concept of meta universe is mainly based on their future layout and broad market space.
According to the latest forecast report released by Gartner, a third-party research organization, by 2026, 25% of people will work, shop, study, socialize or entertain in the metauniverse for at least one hour a day. “By moving from digital business to meta universe business, enterprises will be able to expand and strengthen their business model in an unprecedented way. By 2026, 30% of enterprises and institutions in the world will have products and services for meta universe.” Marty Resnick, vice president of research at Gartner, said.
Ma Tianyi, a researcher at Minsheng securities, believes that yuanuniverse can deeply enable industry 4.0, provide digital support for automobile manufacturing, and also bring new incremental demand in the field of display. With the vigorous development of new energy vehicles, automobile manufacturing is gradually moving towards platform, modularization and intelligence. The main links of automobile production and manufacturing are expected to be enabled through the meta universe, simplify the process, control the main links and improve efficiency.
At the same time, according to Ma Tianyi, with the promotion of metauniverse in the automotive industry, the penetration of intelligent cockpit will be accelerated in the future, the total size of the screen on the whole vehicle will increase more and more obviously, and the on-board display products will gradually migrate from LCD to mini led. Under the resonance of three factors, the cockpit field of C-end automotive products will open important incremental space for screen display related products.
\u3000\u3000 “Metauniverse is not only a social space, but also a network tool. After the layout of the field of metauniverse, car enterprises can obtain users and fans, and can turn these users and fans into potential customers in the future. On the other hand, metauniverse can also provide entertainment, business, office and other functions. In the future, these functions will also be closely connected with cars after cars realize automatic driving. Car companies make layout in advance, which can take the concept of meta universe as a product highlight to attract consumers to buy cars, so as to improve sales. Then, if the car enterprises make the layout in advance, it can also take the original universe of this function as a product highlight to attract consumers to buy new cars and improve sales. ” Zhang Xiang, an automotive analyst and researcher of the automotive industry innovation research center of Northern University of technology, told reporters.
In Zhang Xiang’s view, yuanuniverse can provide an ecosystem for intelligent Internet connected vehicles on the one hand, and can also be used as a marketing tool for new retail . “Now, an important profitable marketing point of new retail is to obtain users and fans. When there are more fans, it is easier to carry out low-cost marketing. At present, many features of metauniverse are similar to social platforms such as microblog and wechat. Therefore, after car enterprises layout this field, they also need to settle in content to attract more users’ attention.” Zhang Xiang said.
As more and more automobile enterprises begin to show their strength in the field of meta universe, what sparks will “automobile + meta universe” collide? The industry will continue to pay attention.
