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Dialogue with Wang Shiyong: in the era of meta universe, consumer brand = content x computing power


 


元宇宙浪潮下,如何提前为消费品牌传播铺路?

 



继科技公司们大张旗鼓入场之后,麦当劳、可口可乐、喜力这些传统消费品巨头也开始“元宇宙”了。
但是对于中国当下大多数消费品公司而言,“元宇宙”到底意味着什么?似乎没人讲得清楚。
移动互联网造就了一大批新消费品牌。元宇宙又将如何造就未来的消费品呢?传统消费品巨头跟进元宇宙的逻辑是什么?新消费品牌又如何跟进?
两点十分动漫创始人王世勇认为,对消费品而言,“元宇宙”的要义是“形象”。随着元宇宙的到位,地球上有70亿人,将创造出超过70亿个“个人图腾”进入元宇宙,人、货、场三者第一次实现了实时的千人千面。
这是一个很有意思的观点。
In the process of consumption and investment, I found that more and more consumer brands are interested in the specific application of metauniverse, but they can’t clearly describe what to do. So I went to wangshiyong to have an in-depth discussion on this topic. This article is a transcript of the dialogue.
at 10:00, domestic well-known animation companies have made great achievements in the fields of fan drama, virtual idols, game CG and cross-border cooperation. They have handed over popular IPS such as “I am Jiang Xiaobai”, “Tomb keeper of silver” and “biography of the great wall of giant soldiers”, and have also received investment from Alibaba, bubble mart, Fengrui capital, Chinese online and Eagle horn network.
from the perspective of consumer brands, this dialogue talks about how to think about the wave of the meta universe and how to carry out brand communication in the meta universe from three aspects.
1. The biggest change in the meta universe comes from the logic of “flow” jumping to the logic of “computing power”. 2. Computing power should be deposited in the company’s image, making it a growing asset. 3. Thinking about brands based on the premise of abundant computing power, the playing method will be completely different
The biggest change in the metauniverse comes from the leap from “flow” logic to “computational power” logic
Huang Hai: consumer goods companies actually pay special attention to the metauniverse, but they don’t know from which perspective. In the eyes of some people, “meta universe” is just a concept at present. Why did you spend a lot of energy on research since last year?
wangshiyong: I shared it once before at Cheung Kong business school. One part of it is called “electric cars and metauniverse”.
at first, many people didn’t like electric vehicles and thought that it was difficult to significantly improve the battery in the short term, but now, the electric vehicle industry has flourished. The same is true of metauniverse. Some people think it is a “concept”, but in fact, the maturity rate of vr/ar technology is very rapid, and it is sure to be widely used in the next 1-2 years. Moreover, this track is very long, and new technologies such as brain computer interface are behind it as the baton of the next platform level, so this is a great opportunity far greater than the mobile Internet.
there are two cores in doing business: one is whether we can see the future, and the other is whether we can grasp the future. Yuancosmos is the future trend. Enterprises must be prepared for both technology and brand. Especially at the later stage of enterprise development, technological differences will flow like water, and only brand value will stand like a mountain. What changes has the
yuan universe brought to consumer goods? I think there are two changes that many people are not aware of.
the first point is the first principle of the brand, which has changed from the original “flow” to “computing power”.
brand can never be separated from media. In the past, because of the widespread use of printing presses, mass media and advertising industry came into being. We are competing for the bandwidth and efficiency of information output. The Internet and mobile Internet have only changed in technology, but the underlying logic has not changed. In essence, they still rely on the media to capture people’s attention to the greatest extent.
the biggest change in the metauniverse comes from the leap from “flow” logic to “computational force” logic. Whoever has the ability of real-time rendering, real-time delivery and real-time interaction will have the opportunity to become the brand overlord of this era.
but it’s not enough just to have computing power. Because human beings still need images to be moved.
because only image can trigger emotion, you can also regard “image” as the decoder of human emotion. In the era of meta universe, creating enough images and occupying people’s various emotional entrances is another key to brand building.
for example, if a brand occupied the image of “happy” in the era of metauniverse, it will have a chance to become the next “Coca Cola” in theory. Of course, it can also be said in reverse. As long as Coca Cola enters the game in time, it is still the easiest for it to occupy the word. This means that both emerging and traditional consumer brands must be laid out in advance.
therefore, basically in the era of meta universe, brand = computing power X image.
Huang Hai: this view is very interesting. Before continuing, I want to ask curiously: as an animation company, what was your initial window to observe the “metauniverse”?
wangshiyong: in fact, it is the customer’s behavior that teaches us.
our business can be divided into three parts. The first is cooperation with game companies, and the second is Fanju. We cooperate with different platforms, and we also do animation film research and development. The third is what we call “cross-border”, which covers consumer goods and other industries, and uses animation to help them make brands.
·Two ten x Yili tea and tea search animation series·
At the beginning of this year, we found that “cross-border” businesses are exploding intensively, because more and more enterprises find it urgent to build brands on new media.
first of all, the era of traditional media traffic is passing. The so-called mobile Internet looks very young, but the traffic dividend has disappeared. I believe that the so-called “private domain traffic” wave has squeezed the last drop of new traffic like a towel. Second, with the rapid growth of the national economic level and the rapid increase of labor costs, enterprises cannot continue to focus on “cost performance”. Only companies with brand value can live better in the long term.
using animation as a brand has a natural advantage, and it will not be out of date. Our generation has watched cartoons since childhood, and is still watching them at the age of 30 or 40. I saw my colleague’s child watching Naruto in the office that day. I suddenly realized that works like this have spanned two generations. Animation has become a way of life.
has almost no content form, which can span the age so much, and the more it will be in the future. We open station B today, and we can see all kinds of things. If you like it, I may feel indifferent, if I like it, he may feel annoying. Only animation is the intersection of everyone’s attention.
a situation that must be avoided when making a brand is to build a castle on quicksand. Only those media that span several generations are worth investing in.
so today’s consumer goods using animation as a brand, in my opinion, are companies with far-reaching strategic vision.
· 10 o’clock x tmall dimensional universe opening animated short film·
Huang Hai: they are all rushing towards the yuan universe. What kind of enterprises can seize the first opportunity?
wangshiyong: the first wave is likely to be products with high consumption frequency, which are easier to get the first opportunity of yuancosmos brand marketing.
such as milk tea, alcohol, beverages… These are connected with human senses. What you eat in your mouth, what you wear on your body, and the feelings of consumers are more direct, which can form a complete somatosensory puzzle for the meta universe.
it is generally said that consumer enterprises have “people, goods and markets”. Understanding the commercial format of metauniverse can also be based on these three points. Metauniverse provides “fields” for consumer goods enterprises, and consumer goods enterprises provide “goods” and “people”. The combination of the two just complements each other.
secondly, there will be great opportunities for new consumer goods. The entry of traditional consumer goods giants at the moment does not mean that they want to understand. Turning the bow is more a defensive strategy. And these new consumer brands in China, no matter the age of the management or the insight into the young group trained in recent years, just have the metacosmic gene. They are more likely to be indigenous to the meta universe.
I like Christensen’s “the innovator’s dilemma”, which has a point of view: the low-end subverts the high-end. At first, old players look down on, don’t look up to, and don’t want to listen to it. Just in the end, it is more likely to subvert the industry. For example, if you look at pinduoduo today, it started from the second and third tier urban and rural residents with relatively low income level, and now ranks among the top of the Internet retail industry.
such enterprises will aim at the sinking market behind the giants, cut into inconspicuous industries and groups, grow up in the giants unconsciously, raise enough fans, and then launch an uprising at any time, which can overturn the giants. Such enterprises with low product unit price, active crowds, strong interaction and high customer loyalty have the advantage of seizing the first opportunity in the meta universe.
Huang Hai: some people say that mobile phones are the “port” of the mobile Internet era, so Apple will become the company with the largest market capitalization at present. What do you think is the “port” of the metauniverse?
wangshiyong: in fact, the development of any industry needs to go through at least three stages: infrastructure construction, content creation begins to take shape, and two-way iteration produces products with better user experience.
bitcoin solves the problem of virtual currency in metauniverse, and NFT solves the problem of digital right confirmation, which is part of the infrastructure of metauniverse. After the implementation of infrastructure, there will be pioneers to try. Avatar products such as “boring ape” will soon be born, which can be grafted into the metauniverse and form transactions.
·Famous star Neymar uses “boring ape” as the social platform Avatar·
AR and VR devices are also rapidly maturing as hardware devices that can carry the meta universe. I think the wide spread of such devices is only a landmark event in business, such as whether Apple will launch related devices in the next 1-2 years.
so in fact, I don’t pay attention to the “infrastructure” of hardware, because as long as I can calculate, all the obstacles in front of me will be solved. Instead, answer your question, what is the “port” of the metauniverse? My answer may be different from many people. My answer is “image”. Because vision is the fulcrum of everything in the meta universe. In fact, when you look at Zuckerberg’s expression about the metauniverse, he said that the nine elements of the metauniverse, the first is image. Just like there is no company without logo, no one in the meta universe does not create digital avatars.
Huang Hai: what can consumer goods companies try at the moment?
wangshiyong: many clues for us to make decisions come from looking at whether the future goal is on the extension line of today’s event from the beginning. As long as it is on the extension line, it means that all your attempts today are “trial and error”, not “trial and error”, but the speed is slow. For example, today we create our own brand image and tell stories around the image, which must be connected with the brand assets of the company in the future.
so I oppose the all in approach and advocate “extended line thinking”.
many things can’t be burned out by a big fire. They must be stewed slowly by a small fire, but you should start stewing very early in advance. Take bubble Mart as an example. It has occupied the blind box race track for a long time. Because it is early enough, many consumers think that the blind box is equal to bubble Mart. As a highly competitive industry, the consumer goods industry, if it cannot quickly occupy the minds of young consumers, it means that the company may fall behind. There are also cases of late strikes, but it will take several times as much effort to catch up.
·Two ten x Gu Ming small head animation·
As an animation company, we also have a large number of cooperation practices with consumer goods, which can be seen clearly from our perspective. In order to grasp the commonness of young people, brands under the meta universe need image stories, which is the greatest common divisor.
image story can be told now, because the cost of doing this thing is exactly the lowest now. It is the same reason with planting trees. The best time is now. It can pave the way for the new play of brand marketing under the meta universe, and continue to empower brand assets. The income will be very large.
Computing power should be deposited into the company’s image to make it a growing asset
Huang Hai: as you mentioned earlier, computing power is the biggest bottom logical change in brand building in the era of metauniverse. This view is very interesting. Specifically, what changes does it bring?
wangshiyong: the history of brand is essentially the history of information efficiency.
since the primitive society, people have quickly identified tribes through totems. In the industrial era, totem has been transformed into logo. This is the lowest cost communication method in the case of limited “computing power”.
at the moment of unprecedented explosion of computing power, the computing power of an iPhone is already 120 million times that of the Apollo lunar probe. At this time, we might as well put down the original assumptions. If we think about brands based on the premise of abundant computing power, the playing method will be completely different. Whoever realizes this first can seize the opportunity.
is similar to Moore’s law. With the improvement of computing power, the quality of virtual images will improve rapidly, realizing the same texture as real people. Secondly, high immersion content forms will also be greatly enriched, especially real-time interactive video is very promising. These are extremely powerful efficiency assets for consumer goods companies.
we will remember that we have seen the movie for 2 hours, but we will forget the content of a 10 minute meeting report. So essentially, it is different from the original “totem logic”. We need to use good computing power to establish a deep empathy.
Huang Hai: now, the first step for many companies to try metauniverse is to make virtual images, including two tenths, and there are also virtual idols, which are quite good. What is the essence of virtual idols? What are the benefits for consumer goods companies? What will be the landing scene in the future?
wangshiyong: many consumer goods companies will hire celebrity spokesmen as their personification, which has attracted a lot of market attention, but from the perspective of company strategy, it is not the best choice. In recent years, the continuous housing collapse events have made consumer goods companies suffer.
in addition, the spokesperson is not the “asset” of your company, and all the subsequent advertising and promotion actions are called “expenses”. This is the product of the “flow logic” I mentioned earlier.
but if you switch to “computing power logic” and look at the brand of this era again, all computing power should be deposited into the virtual image of the company to make it a growing asset.
there are 7billion people on earth. In the future, 7billion images can enter the metauniverse and interact with your brand. This is also where I think the future of virtual image is more promising. This is why I say that the image has the meaning of port level, rather than the so-called hardware equipment.
·Ten at two o’clock x nail new in June·
Huang Hai: your virtual idol won the championship of Jiangsu Satellite TV’s “2060” competition last year. What is the methodology behind it?
wangshiyong: there are two methods in our methodology, one is called matrix, and the other is called subdivision.
last year, zanxian and bushixian were selected to participate in the program, and the winner was zanxian. But the outside world doesn’t know that we have made a fairy idol matrix, and they are only the tip of the iceberg of this matrix. This is also a strategic decision based on the assumption of abundant computing power.
segmentation means differentiation and personalization, and operates around this feature. Like these two immortals, we positioned them as “fairyland little transparent” in the creative stage, which is relatively humble. We came to live on earth to share the story of fairyland with you, interact with the current young people, and solve your hair loss and anxiety problems.
·Popular virtual idol made at 20:10: dianzanxian ·
We also invested in a company in the field of virtual idols and created the popular virtual Idol “Xu Anyi” on Tiktok, which was set as “a chattering fox demon from the meta universe”. Around this human design, on top of the handsome human face, furry ears and smart foxtail are also added. Netizens like this setting and image very much. The first live broadcast increased by 120000 fans, which is quite successful for new anchors.
· Xu Anyi ·
Huang Hai: at present, in building virtual idols, several waves of companies from different industries are entering. What are the advantages of entertainment companies, technology companies, public relations companies… Animation companies?
wangshiyong: as an investor, will you invest in medical AI development with a person who understands medicine, or choose a person who understands AI to do medical treatment? It must be someone who knows medicine. He knows the real needs of the industry better.
players who come in across industries generally play very hard. The investment of several famous virtual singers I know is calculated in billions, which is not affordable for all enterprises.
creating virtual idols is the same. Technology companies may know more about technology, and public relations companies may know more about customer ideas, but content companies are naturally closest to users. This is also what we found in the process of making virtual idols. Practice also makes us more convinced of this.
Huang Hai: what is the difference between the creation of virtual images and the creation of traditional animation?
Wang Shiyong: traditional cartoons will pay more attention to stories, but now they will pay more attention to images.
story needs a period of understanding. The advantage of horizontal screen is that it can show a larger scene and provide a more immersive feeling. Take “I’m jiangxiaobai” produced by us as an example. It has been broadcast more than 1billion times on the whole network. The name of the protagonist “jiangxiaobai” will be mentioned about 10 times in each episode, which is equivalent to that the brand “jiangxiaobai” has been spread 10billion times.
·”I’m Jiang Xiaobai” animated series produced at 10:00·
The vertical screen pays more attention to roles, and will have a stronger sense of interaction and companionship. Theoretically, its data explosion force will be several orders of magnitude stronger.
but the essence of the two should be the same rather than different. Because in the final analysis, interaction is also content. Like Molly of bubble mart, she has no story, but the interaction between you and her constitutes the story between you.

基于算力充沛的前提来思考品牌,
打法会彻底不同
Huang Hai: what will be the difference in image building in the yuan universe era?
wangshiyong: there are two differences. First, we just said that computing power has been greatly released. For enterprises, giving priority to using computing power means creating enough images to occupy people’s various emotional entrances. People have higher expectations for the meta universe. The image of the meta universe era will be more fashionable and richer, and there are higher requirements for the aesthetic appreciation of creators.
second, the release of computing power will also put forward higher requirements for interactivity, especially in the sinking market. Some people who can understand the pitfalls of young people have a strong appeal and quickly popularize metauniverse, which will also quickly enable people to connect brands with metauniverse.
at the same time, metauniverse will also bring an opportunity. For example, cyberpunk can’t be regarded as the mainstream aesthetics before, but with the highly developed network, cyberpunk has begun to become a kind of mainstream aesthetics, so in the era of metauniverse, there will be new aesthetic styles to become the new mainstream.
Huang Hai: if consumer goods companies want to build virtual idols by themselves, where is the biggest investment? What is the hole to be careful?
wangshiyong: animation is an industry with a high threshold.
there were two waves of animation craze in game companies. They attracted a large number of animation talents to do game related animation, but when they really did it, they found that it was completely different, like a mountain across the line. This is an industry that is difficult to produce. If you ignore these, the final work will not be smooth, and it must be thousands of miles away from the expectation.
even game companies are so difficult that it will only be a greater challenge for consumer goods companies.
Huang Hai: if you give advice to consumer goods companies that want to make virtual images, what will you offer?
wangshiyong: first, see the wind direction. Yuancosmos must be the future, and brands must think about how to combine with yuancosmos. The way of combination is brand visualization, which is sooner rather than later.
second, don’t rely on the wind and do things on the extension line. There are many changes in channels now, and there will be some short-term dividends, but in the long run, these dividends will not only fail to meet the needs of enterprise development, but may also make enterprises heavily dependent. Therefore, enterprises should think about how to better integrate their brands, products and strategies, and think about brand value, target customers and brand resonance.
third, be wary of pure traffic logic. Computing power X image is a more valuable cognitive dimension.
in the long run, the brand value is unchanged. This spiritual force is very important, so it cannot be regarded as a simple advertisement. Good content comes with its own channels.
Huang Hai: will it be more difficult for creation to meet the brand tone and good-looking content?
wangshiyong: I think it’s quite big. Many brands will change their expression content due to changes in popularity, competition, channels and products. From the perspective of a third party, we will tell the brand: “we should think in turn, what things in the world are unchanged? What are the stories that existed 3000 years ago and will exist 3000 years later?”
we made a love story “I am Jiang Xiaobai” for Jiang Xiaobai, because love story is an eternal topic.
·”I’m Jiang Xiaobai” animated series produced at 10:00·
Huang Hai: now consumer goods companies are looking for you to make virtual images. What are the ways of cooperation?
Wang Shiyong: when we cooperate with consumer goods companies, we will first understand each other’s brand strategy and give a complete plan, including overall brand planning, positioning, application and operation.
in terms of the core brand image design, it will create an image that can be really close to users, interact with users, and represent the company’s brand story, mission vision and values. Around the brand image, we will make a full set of VI system, product packaging design and derivative design, and tell a vivid story that can move users.
will finally create and operate virtual idols. Based on the creativity and production of short videos and long videos derived from virtual idols, a full set of commercial applications of brand IP images will eventually be formed.
黄海:对于元宇宙时代的消费品牌,你觉得你们公司最大的优势是什么?
王世勇:除了前面其实有提到,我们对动画、年轻消费者、元宇宙、消费品牌的理解和想法,我们还是一个善于思考的公司,探索了“跨界”这样新的盈利模式供大家可以选择。在我们之前,好像还没有哪家公司像我们这样跨到不同的行业里,跟不同行业的公司合作,但现在,我知道也有一些公司在参考我们的方式。
第二个,我们在做产业化。外界看到的两点十分是一家公司,实际上我们是“一群公司”,我们投资了30多家公司,从剧本开始、到导演、到生产、到产品,包括技术研发,力所能及去深入行业的不同环节,我觉得端到端一体化才是这个行业的出路。
第三个,我觉得是想象空间。我之前说我们会成为一家千亿级的公司,这是基于我们有细致地规划、认真地布局、大胆地实践、元宇宙浪潮的巨大可能,和中国稳定发展的经济水平共同决定的。我们有理由相信,中国的科技和消费能力会超过美国,中国会诞生比迪士尼更大的公司,我觉得有这种可能性。我看左看右,两点十分还是有机会的。

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