In 2023, there will be no top stream of virtual anchors
In the year when the virtual anchor brought the goods, he handed in a tepid answer. All kinds of virtual digital humans continue to emerge in the industry, but there are still a few who have really made achievements in live streaming.
Douyin virtual anchor Ling Yan Huan quickly became popular with her ultra-realistic style and unique "woman" character. A week after her debut at the beginning of this year, her fans on Douyin exceeded 600,000, and the number of fans on the whole network exceeded 100 million.
Ling Yan Huan started the first live broadcast in February this year, and the peak number of people in the live broadcast room was 550,000, the average number of ** people is 30,000, the live broadcast has 1.52 million views, the live broadcast likes are 15.3 million, and the number of fans in a single live broadcast is 120,000.
Yan Huan's millions of viewers are already comparable to real phenomenal Internet celebrity anchors.
Since August this year,Ling Yan Huan has been linked with Douyin local life services many times, empowering the growth of local life traffic with high-quality virtual human ** content, and in-depth layout of the local life live broadcast track.
Up to now, Yan Huan's Douyin fans have reached 9760,000, and the number of likes reached 36560 thousand.
Source: Douyin app
Li Haoya, the exclusive virtual anchor of Kuaishou ACG, has created a new model of ACG virtual anchor with goods in the form of "full virtual scene interaction + virtual item explanation".
Recently, Li Haoya teamed up with brands such as Michelle Bingcheng and Wallace to open a special session for thanksgiving feedback, successfully selling 200,000+, adding 3,000+ new customers to the brand, and ranking first on the two-dimensional live broadcast list and third in the national ** real-time list, with a single increase of 140,000, achieving a double harvest of income and word of mouth.
The live stream isThe first virtual IP local e-commerce session on the whole networkIt is also a useful attempt by Li Haoya to commercialize the IP of virtual anchors in addition to live broadcast rewards and advertiser orders.
Up to now, Li Haoya has 314 fans in Kuaishou40,000, 1384 likes60 thousand.
Source: Kuaishou app
Operated by the former head anchor Wei Ya's teamChina's first fashion virtual idol "Star Pupil"., with station B as the main position of live broadcasting, its first live broadcast to test the water GMV is close to one million.
At the open day in April this year, Tao Yadong, a partner of Qianxun Holdings, revealed that 39 products were broadcast on the second live broadcast of Xingtong, and the GMV reached 1.01 million. Among them, the most expensive 4090 graphics card realizes "second space".
It is reported that Xingtong's virtual idol positioning is easier to attract young people in the Z generation and help brands and young consumers to build alliances. In the first live broadcast, the Xingtong team combined the "bitter tea seed" hot stalk to sell men**, making the traffic in the live broadcast room exceed 400,000.
Up to now, Xingtong has 670,000 fans on station B and has received 818 likes80 thousand.
For now,The underlying technology of virtual anchors in the industry has become mature, and there are many types of anchors such as surreal anchors and two-dimensional anchors. At the same time, the content attributes of virtual anchors have been further strengthened, and some progress has been made in commercialization exploration.
However, in the field of live streaming, virtual anchors are still within the influence of a small circle, and it remains to be discussed whether super-head anchors can be born in the future.
The virtual live streaming industry has cooled down
Nowadays, the entire live broadcast industry, whether it is a real person or a virtual person, it is difficult to run out of the top streamers. The bonus period of the traffic era is fading.
At present, there are a few excellent anchors in the industry, and the top anchors are a resource for businesses to compete for. According to reports, there was a shortage of 8 million live streaming talents in China in 2021, and this number is expected to increase to 1,941 in 202550,000 people.
Most virtual anchors act as a "replacement" for real anchors. Many small and medium-sized businesses cannot afford the high pit fees and the increasing operating costs of the live broadcast room, and for them, virtual anchors are more cost-effective than real anchors to a certain extent.
At the same time,The trend of self-broadcasting by merchants has also promoted the development of virtual anchors.
In the past two years, the proportion of self-broadcasting by merchants has also increased significantly. According to a comprehensive survey by industry institutions on platforms such as Douyin, Tmall, JD.com, Kuaishou, and Xiaohongshu, the proportion of brand self-broadcasting has gradually increased, with a growth rate of 38 in August 202279%。
In this case, the emergence of virtual anchors not only meets the needs of merchants for self-broadcasting, but also brings a lower-cost traffic entrance for merchants, attracting many small and medium-sized businesses to enter the game.
According to the data of Jingdong Battle Report, this year's 618 got off to a good start for 10 minutes, and the number of broadcasts in the digital human live broadcast room increased by nearly 4 times compared with last year's Double 11.
A large number of virtual anchors poured into the live broadcast room of the merchant to explain the standard products and guide the shopping for customers, coupled with their image of the first person, they are basically the same as the real anchors.
Virtual people enter the live broadcast room Source: World Internet merchants.
E-commerce platforms have also taken steps this year to encourage merchants to use virtual anchors to promote more efficient operations. In April, JD.com launched the "Yanxi Virtual Anchor" product to provide intelligent services for merchants through AIGC technologyOn the eve of 618, ** launched the "AI Ecological Partner Program" to promote the application and development of AI digital human live broadcast.
However, the savage growth of virtual anchors seems to have lasted only half a year.
In May, Douyin released the "Douyin Platform Specification and Industry Initiative on Artificial Intelligence-Generated Content (hereinafter referred to as the Digital Human Industry Initiative)". The Douyin platform has strengthened the supervision of virtual live broadcasts, clarifying the requirements for real person driving and real-name registration.
Due to reasons such as recording, lack of real-name authentication, poor content quality, and even false publicity, some virtual live broadcasts were directly banned by the platform. The merchants who originally spent a lot of money to make money in virtual live broadcasts suddenly felt cold.
It should be noted thatThe platform does not prohibit digital humans, and the ban on some virtual live broadcast rooms is more because the quality of their content is too poor, which affects the user experience.
Many industry insiders also said that at present, virtual anchors are more suitable for smaller live broadcast rooms, mainly playing the role of "substitute", and the real protagonists have to be real anchors.
The shortcoming of most virtual anchors lies in the poor user interaction, and in the absence of real people participating in the interaction, they can only follow a fixed speech loop** and answer fans' questions by capturing common problem keywords. The user experience is poor, and it is easy to be judged by the platform as a recorded broadcast.
At the same time,The sensory limitations of virtual anchors also limit the categories and evaluations they promote, which can easily cause questions about their authenticity.
It is reported that the live broadcast room of the virtual anchor mainly relies on short-term paid streaming to guide users into the digital human live broadcast room.
There are **reports,** and Jingdong platform have gathered a lot of virtual human anchors, but the loading rate of their live broadcast room into the public domain traffic is generally less than 5, even lower than the live broadcast room of unmanned and loop** promotional videos. After 0:00 on the Jingdong platform, there will be a virtual human live broadcast room that will be recommended to the public domain, but this time period is a relative traffic depression.
It is not as easy as imagined for virtual anchors to bring goods. Virtual live broadcasts, which are cheaper than live broadcasts, only lower the threshold for anchors, but not for live broadcasts.
In 2024, where will virtual live streaming go?
In September this year, the Ministry of Industry and Information Technology and other five departments jointly issued the "Three-Year Action Plan for the Innovation and Development of the Metaverse Industry (2023-2025)", which proposed to "innovate the development tools and components of digital humans and virtual spaces, promote the convenient, refined, and intelligent production of digital humans, and promote products such as virtual meeting rooms, exhibition halls, business halls, and social spaces." "Cultivate a group of well-known digital people and create benchmark products and brands for digital people. ”
In the future of the metaverse, virtual live streaming will be an indispensable part. On the whole, the overall penetration rate of virtual human live broadcast is not high, and there is more room for imagination in the future.
At this year's service trade fair, Yuanjing Technology released a new generation of virtual digital human Jiang Lingfeng. Wang Zhiwu, CEO of met**erse metaverse and metaverse technology, revealed that they added a real-time interactive muscle system and a multi-emotional expression simulation system to the virtual person Jiang Lingfeng, so that his movements are no longer stiff, his limbs are more coordinated, and his expression when speaking is more delicate, with stronger tension and expressiveness.
The advancement of technology has given birth to 3D surreal virtual humans such as Liu Yexi and Ling Yanhuan. Among them, Yan Huan's user interaction in the process of live streaming has been significantly improved, and he can even interact with fans through real-time barrage like a live anchor. Yoo Ye-hee is very popular, but she is more focused on content creation and is updating short dramas.
Ling Yan Huan's live broadcast room Source: Luo Chao pro
From the perspective of the entire live streaming industry, "value live streaming" and "emotional live streaming" are obviously more popular. Dong Yuhui, who has outstanding literary talents, has retained customers for Oriental Selection;Domestic products are vying for live broadcasts, and they have received support from many people.
How to break through the boundary between virtual and reality, bring more long-term emotional value to users after the novelty, and build a sense of trust is a difficult problem that industry players need to solve.
Behind this is not only the high investment in digital human technology, but also the need for more differentiated operation strategies.
It is worth paying attention to,Virtual live streaming is becoming an emerging force in the e-commerce track of live streaming of local life. Ebang Power previously learned that Kuaishou and Meituan have appeared in a large number of virtual human live broadcast rooms, concentrated in second, third and fourth-tier cities.
Among them, Meituan has adopted digital human live streaming technology in several in-store hospitality businesses, promoting with the same avatar, the same voice, and the same interaction mechanism.
The local life field does not have high requirements for live broadcast content, and is more sensitive to live broadcast costs. Therefore, the form of virtual live broadcast is relatively suitable for the needs of merchants, which is low-cost and easier to deliver.
With a very low overall investment, the input-output of virtual live broadcast is considerable. Find the right direction, the right people, virtual live streaming can play a greater role.
As Jack Ma said, "The era of AI e-commerce has just begun. "In the future, there will be more possibilities.
Author |Pandora.