China News Service, July 2, question: Virtual anchors who have attracted millions of dollars, will they really never "collapse"?

　　Zuo Yuqing of Zhongxin Finance and Economics

　　Recently, "Virtual anchor B station earns more than one million in 2 hours of live broadcast" has become a hot topic on Weibo and has become a hot topic among netizens.

With the popularity of the Metaverse, virtual human live broadcasts, endorsements, and delivery of goods have gradually become popular.

Compared with real people, the cost of virtual people is lower, and the "human design does not fall", which has become an important reason for being favored by various brands and MCN institutions.

　　However, do virtual people really never "collapse"?

The debut income exceeds one million

　　"Wang! Wang! Wang Wang! Wang!" This is the first video submission by overseas virtual anchor Shoto at station B on May 9.

In the video, Shoto, a two-dimensional boy image with purple hair and purple eyes, is learning to bark.

The short 48-second video became the number one in the ranking of station B on the day of submission.

　　On June 19, Shoto started his live broadcast debut at station B.

During the delay of the live broadcast affected by the power outage, many fans were still waiting to refresh in the live broadcast room.

According to media statistics, in the more than 2 hours of live broadcast, Shoto received over one million yuan in fan rewards.

On June 19, Shoto's live broadcast debut at station B.

Screenshot from station B.

　　Shoto's powerful ability to attract money once became a hot topic on Weibo. In fact, with the rise of the new generation of consumer groups and the popular blessing of the concept of the Metaverse, the virtual human who was once represented by the "niche" is gradually showing its commercial value.

　　As a mature Chinese virtual singer IP, "Luo Tianyi" has conducted cross-border linkages with various brands for many times. , Pechoin, Bright Dairy, Changan Automobile and many other brands.

　　In addition, many brands have also incubated their own virtual images.

For example, McDonald's changed the classic image "Uncle McDonald" and launched the virtual image "Happy Sister" in 2021; KFC's grandfather Colonel Sanders was played by a real person and became a "virtual image" synthesized by CGI technology.

The end of the virtual anchor also brings goods

　　The end of the live broadcast is to bring goods, and the same is true for virtual anchors.

　　In June 2020, Luo Tianyi walked into the Tmall All-Star live broadcast room and staged a dream linkage with the head real anchor, becoming the first virtual singer who broke the circle and "brings goods".

In the same month, the originator of the virtual idol "Hatsune Miku" entered Taobao Live, and once surpassed Zhu Yilong, Wang Yibo and other stars to become the first star on Tmall's "6.18" star list.

　　In addition to cooperating with well-known IP, some brands, e-commerce platforms and MCN institutions also use their own incubating virtual anchors to bring goods.

For example, on the live broadcast floating window on the homepage of NetEase Yanxuan, every day before 10:00 am and after 12:00 pm, the live broadcast is performed by virtual people.

The virtual digital human "Lin Yaoyao" developed by NetEase Fuxi.

Screenshot from NetEase Yanxuan official Weibo.

　　"Virtual anchors can be used to fill in the blank time when real anchors can't appear on the camera. We found through testing that in the same time period, the flow of live goods delivered by virtual people can reach 30% of the flow of goods carried by real people, and its cost is very small. ." NetEase Fuxi product manager Ge Yu said.

Virtual anchors also "collapse"

　　For the brand side, choosing a real celebrity endorsement often means that the images of the two are in the same situation, and both are damaged. After the star "collapses", the brand often faces huge losses in "cutting the seat". .

In contrast, the virtual human image with a fixed human design seems to be more stable and can solve the problem of "collapsed house" once and for all.

　　However, it is not.

　　On May 31st, MOFU-F, a club belonging to the virtual anchor of station B, "Borin Porin", issued a statement to refute rumors, saying that the video "About me disappearing for half a year was actually abducted and sold" previously released by "Borin Porin", " After verification by the police, the content is not true." Subsequently, Station B announced the permanent ban on the "Borin Porin" account.

The virtual anchor "Borin Porin" was permanently banned for posting fake videos.

Screenshot from station B.

　　In the same month, the virtual girl group A-Soul, regarded as the "domestic virtual idol ceiling", was caught in a labor turmoil because of Jiale's "Zhongzhiren" announcement that it had entered a "live broadcast hibernation".

　　Previously, the avatar "柒七_Ranoca" of Bilibili e-sports was accused of plagiarizing the facial image of another virtual anchor "Gretia Gretia".

In this regard, the official Bilibili Esports has imposed corresponding penalties on the person in charge of the VUP artist agency department and other relevant personnel.

　　This series of "collapsed houses" incidents of virtual anchors revealed to us a fact that has been overlooked: even if a virtual anchor with a refined image and a full-fledged personality is behind it, the operator behind it is also a living person.

Before the blue ocean opened up by virtual anchors, there are still gaps in image review and industry supervision that need to be filled urgently.

(Zhongxin Finance)

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