After the fire of the meta universe concept last year, the consumer side may be the fastest responding areas under its trend: virtual goods, NFT, virtual people, 3D advertising, etc. But in fact, the meta universe and consumption have long collided with sparks, or the new consumption in the meta universe has long been a trend. Subject to the immaturity and cost of technology, 3D content on the consumer side has been upgraded or not popularized, but it has been positively verified from the brand side and the consumer side.
Why is the meta universe the direction of consumption upgrading? The flow ecology under the trend of meta universe has several attributes, such as strong interaction, sense of space, real-time, and immersion. 1) The essence of yuancosmos is to serve people. For consumers, it is the upgrading of consumption experience, just like the evolution from offline shopping to online shopping in the past, from TV shopping, website shopping (Graphic) to video / short video and live delivery. 2) The value of metauniverse lies in cost reduction and efficiency improvement + creating new demand. Therefore, the new consumption under the trend of metauniverse represents the extension of the deep digitization of brand / IP / product / advertisement in Wuxi Online Offline Communication Information Technology Co.Ltd(300959) and further combines virtual and reality to become the next evolution direction of consumption.
We believe that consumption in the meta universe can be divided into four stages:
The first stage showed the trend long before the concept fire of meta universe: brands or platforms are not satisfied with pictures or videos to present products, but adopt 3D content with strong interaction and sense of space.
The second stage (now): metauniverse + Web3 The popularity and traffic brought by the 0 concept drive more brands and IP to settle in. Traffic is only the surface value of virtual people and NFT, and its core is the community attribute behind it. For brands and platforms, it creates new consumer demand and becomes the path of deep digitization.
The third stage: the mature 3D e-commerce model and the shopping experience of virtual platform. From offline shopping to online shopping, consumers have experienced TV shopping, website shopping (mainly graphic), video / short video shopping and live delivery. We believe that the future trend of online shopping is to further build a 3D e-commerce platform comparable to offline shopping experience: that is, online shopping will continue the development trend of meta universe, and the flow ecology will range from graphics and text to video to 3D content.
The fourth stage focuses on the prospect. The end of meta universe consumption may completely subvert the traditional consumption structure: the new consumption under meta universe will enlarge the value of brand and IP, reduce the cost and improve the efficiency of subverting the consumption track, and further upgrade the consumer terminal experience.
The problem of new consumption of metauniverse: referring to the 6-tier architecture of metauniverse proposed in our series of reports, the constraints on the development of new consumption of metauniverse are the immaturity and cost of technology - from building engine tools for 3D products and experience, to supporting the computing power of real-time rendering, to VraR intelligent hardware platform for immersive experience, and then to AI technology at the bottom.
Investment suggestion: under the trend of consumption upgrading and metauniverse, we think the first change will be the engine tool and application platform layer. The engine tool layer suggests paying attention to unity, roblox, adobe, epic, etc; Application platform suggestions: Microsoft, Facebook, snapchat, Amazon, Alibaba, shell, xiaohongshu, bilibli, Baidu, Netease, etc. The wide application and demand of 3D content also means that the demand for rendering computing power will grow exponentially. We suggest paying attention to computing power layer / Cloud Computing: NVIDIA, Intel, AMD, snowflake, etc.
Risk tip: the development of metacosmic core technology is not as expected; The cost of 3D content has not been effectively reduced; The development progress of VraR is less than expected.
