However, is it true that virtual people never “collapse”?
The income of the first show is more than one million.
“woof! Woof! Woof! woof! Woof! ” This is the first video contribution made by overseas virtual anchor Shoto on bilibili on May 9. In the video, Shoto, a two-dimensional boy with purple hair and purple pupil, barks like a puppy. The short 48-second video became the number one ranking of bilibili on the day of the contribution.
Shoto made its live debut in bilibili on June 19th. During the delay of the live broadcast affected by the power outage, many fans are still waiting to refresh in the studio. According to media statistics, during the more than 2 hours of live broadcast, Shoto received more than one million yuan in rewards from fans.
On June 19th, Shoto made its debut live on bilibili. Screenshot from bilibili.
Shoto’s strong money-absorbing ability once became a hot topic on Weibo. In fact, with the rise of a new generation of consumer groups and the hot blessing of the concept of meta-universe, the virtual human, once represented by a “minority”, is gradually showing its commercial value.
As a mature Chinese virtual GE Ji IP, Luotianyi has carried out cross-border linkage with various brands for many times, covering games, makeup, washing and care, food and beverage and other categories, as well as KFC, Whisper, Finch antelope, Guangming Dairy, Changan Automobile and other brands.
In addition, many brands have also hatched their own virtual images. For example, McDonald’s changed its classic image “Uncle McDonald’s” and launched the virtual image “Happy Sister” in 2021, while Colonel Sanders’ grandfather of KFC turned from a real person into a “virtual image” synthesized by CGI technology.
The virtual anchor also carries goods at the end.
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 Tmall’s all-star studio and staged a dream linkage with the head live anchorman, becoming the first virtual singer to break the circle and bring goods. In the same month, the ancestor of virtual idol “early Voice Future” entered Taobao live broadcast, and once surpassed Zhu Yilong, Wang Yibo and other stars to become Tmall’s “June 18” star list.
In addition to working with well-known IP, some brands, e-commerce platforms and MCN institutions also use their own incubated virtual anchors to carry goods. For example, in the live broadcast window on the first page of NetEase’s strict selection, virtual people broadcast live before 10:00 in the morning and after 12:00 in the evening.
The virtual digital human “Lin 211” developed by NetEase Fuxi. Screenshot taken from NetEase’s strict selection of the official Weibo.
“Virtual VJ can be used to fill the gap in which live VJs are unable to appear on camera. Through tests, we found that in the same period of time, the running water of virtual human live broadcasting can reach 30% of that of real people, but its cost is minimal.” NetEase Fuxi product manager cabinet language said to this.
The virtual anchor also “collapsed the house”.
For brands, the choice of real-life star endorsements often means that the two images share weal and woe in cooperation, and after the star “collapses the house”, the brand often faces huge losses in “cutting seats”. In contrast, the virtual human image with a fixed human setting seems to be more stable and can solve the problem of “collapsed house” once and for all.
However, this is not the case.
MOFU-F, the club to which bilibili’s virtual anchor “Bailin Porin” belongs, issued a statement refuting the rumor, saying that the video released by Bailin Porin “about the fact that I was abducted and sold after I disappeared for half a year” was “verified by the police that the content is not true.” Subsequently, bilibili announced a permanent ban on the “Bailin Porin” account.
Virtual anchor “Bailin Porin” has been permanently banned for posting fake videos. Screenshot from bilibili.
In the same month, A-Soul, a virtual women’s group regarded as the “ceiling of virtual idols in China”, was mired in a labor storm because the people in Galle announced that they had entered a “live dormancy”.
Earlier, the virtual image “Qiqi _ Ranoca” of Station B was accused of plagiarizing the facial image of another virtual anchor, “Greta Gretia”. In this regard, bilibili e-sports officially punished the person in charge of the VUP artists Brokerage Department and other related personnel accordingly.
This series of virtual anchor “house collapse” incident reveals to us a neglected fact: even if the image of the virtual anchor is more exquisite and the person is more plump, the operator behind it is a living person. In front of the blue ocean opened up by virtual anchors, there are still gaps in image review and industry supervision that need to be filled.