Nowadays, more and more virtual idols continue to pour into the market. With the rapid breakthrough of technology, 2D has been extended to 3D, and the plane has become three-dimensional, and in the early years, the anime Held lived in the 80/90 generation, and now there are digital idols who have penetrated into the hearts of the 00/10 generation. Young people's preferences change with the times and never stop.
The rise of the Z generation, their generation products also came out, virtual idols can be described as one of the most representative products. The reason why virtual idols have become the darlings of the new generation of young people is because they have the advantages that many character idols cannot match: virtual idols are flawless, they can be full of positive energy, and they can rely on the play of their own positive energy to motivate young people to continue to learn and grow; the three views of virtual idols are extremely positive. In an anime full of plot, even if the negative characters are either influenced or eliminated in the end, the educational concept given to people is very good. So, whether young people treat good guys or bad guys as virtual idols, they all produce a correct value. Good virtual idols have a motivating effect, and bad virtual idols have a warning effect.
Internet singer virtual idol Luo Tianyi
2020 is known as the "first year of virtual idols", according to ai media consulting data, after experiencing a growth rate of more than 50% for 3 consecutive years, the core market size of China's virtual idols in 2020 reached 34. 600 million yuan, driving the surrounding market scale of 645. 600 million yuan, and both sets of data will grow by 70% in 2021. Such planned growth has led to entertainment labels, game labels, and Internet giants all competing to lay out virtual idols and seize opportunities in this track.
Of course, behind the success of virtual idols is inseparable from the rapid development of science and technology. In recent years, the popularity of voice and singing synthesis software and the rise of engine technology have made virtual idol production more convenient and rendering more realistic. Moreover, the upgraded iteration of 3D holographic projection and VR/AR technology allows it to provide feedback and interaction to the audience in real time.
There is a face and an material that can play and can stir the thunder god virtual girl group
Therefore, technology companies have also gradually entered the virtual idol track, among them, the most perfect, there is their own ecosystem of Raytheon Technology, the first to launch the "Thor Girl Group" image, the group includes captain ZERO and team members Zoey, Joyce, Silver Wing and IGER a total of five members, from the traditional 3C brand circle, cross-border to young people's enthusiasm for the IP tide play circle, so that the Thor brand successfully broke the circle, in one fell swoop became a young people's trend partner.
● Virtual girl group culture rendering prompted the Thor brand to be closer to young people
Nowadays, the post-95s and post-00s have become the main force of social responsibility and consumption, and they are not as most people think: life is too rich, there is no hard work, and there is still a flame hidden in the hearts of this group of young people known as The Z generation, which needs to be ignited with the things they love.
Raytheon Technology has a deep insight into the psychological needs of young people, allows the brand to enter the world of the second dimension, or lets the two-dimensional content jump into the "reality", perfectly integrates the two, so that through the essential characteristics of the second dimension, it quickly becomes a brand that young people accept and recognize, which is also the original intention of the birth of the virtual idol of the Thor Girl Group.
Virtual idols are deeply integrated with esports
For a long time, Thor has been communicating with fans through various ways, organizing online and offline activities from time to time, on the one hand, narrowing the distance with fans and becoming the closest "family" to each other, on the other hand, it can also get suggestions about brand development and product iteration, making every fan a product manager who jointly helps the brand create the ultimate game experience.
It is precisely because of such a close interaction method to young people that Thor's "making friends with young people" is not a slogan and form, but when the brand enhances value and expands its influence, based on the perspective of young people, combined with the context of the era of digital user labels, find the intersection with the interests of young people today, and then match the appropriate secondary content to be successful.
For two-dimensional marketing, Raytheon believes that not only new brands are suitable for entry, all kinds of brands can be played, and the core lies in whether the target population is young. And the second dimension pays attention to the combination of content value and brand, therefore, Thor's original IP, to create a five-person girl group image of "beautiful and material, able to play and stir", directly agreed with the fans' preferences.
Thor Team Leader: ZERO
Each girl group member, Thor gives him a personality. Take the female team leader ZERO, for example, named after Thor's most powerful esports notebook product: ZERO. Her personality is very distinct, salty and sweet, pure without losing sex, charm and seduction, don't look at the age of only 20 years old, but she is passionate about e-sports, sports cars, all kinds of food and crazy photography. Moreover, Taurus also often hangs "you can't do it" and "you are free" on her lips, which has quite a personality.
In addition, among the other four members, Blade has the most outstanding performance and is currently the best of the members. She is cool on the outside, but on the inside she is a waste, attracting the love of many fans. As the spokesperson of Thor's Silver Wing esports monitor, Virgo does things cleanly and neatly, never drags mud and water, and has a very delicate mind, which is very consistent with the extremely fast response time and excellent display style of the esports display. Judging from its style of worshipping rock bands such as second-hand roses and new pants bands, Silver Wing is also a cool and sweet girl.
As Blade became more and more popular with players, Thor also created a complete marketing plan for Blade. It not only includes custom blind box dolls, broken shell posters, And Blade image memes, but even independent Blade virtual idols B station number and Douyin number. It is understood that in the future, Blade Blade Virtual Idol will also launch activities that are more in-depth in the hearts of young users, such as Blade-related comics and live-action COS Shows, each of which is very critical to the preferences of young people.
Blade Runner: Cool on the outside and cute on the inside
From these marketing actions, it is not difficult to see that Thor is determined to make the virtual idol ecological, to be the most fashionable brand in the technology IP, the most technological brand in the fashion circle, of course, this is also what Thor is best at. These cute and cool series products highlight the perfect interpretation of the Thor brand for young people's cool culture.
Of all the brands that expand into the young market, Raytheon is a special case, and its practices and successes are worth studying. To understand young people, to be with them, every word and deed must match them, and the brand culture must be in line with young people.
Therefore, Thor believes that the virtual idol is not only a real person set a layer of virtual standing painting, but also uses virtual characters to erase the external gap of the middle person, set off an interesting soul, and the personification of the brand can better convey emotions, let more consumers understand the brand, and also express the confidence that Thor understands young people better and is closer to young people.
● Create an e-sports ecological all-scenario brand and establish a base for young users
In fact, it is very easy to launch a brand that claims to be for the young people's market, which is also what many manufacturers will think of and do, but what is important is how to let this brand continue to export the products and experiences that young people want.
E-sports ecological full scene is one of the best ways to mingle with young people, over the years, Raytheon Technology for the e-sports ecological full scene has a long-term concern and investment, it has launched e-sports game terminals and all peripheral products, and through cross-border, circle-breaking and other strategies, with young e-sports players to establish emotional communication, play the leader of e-sports solutions, promote the e-sports industry to continue to move forward.
It can be said that creating a laptop that young people like is only part of Raytheon's brand strategy, and more importantly, it is necessary to create an e-sports ecological scene covering young people's work, life, entertainment, etc., and establishing a young user base is what Raytheon needs to expand the e-sports market.
Therefore, in this link, the output of quadratic content cannot be missing. Thor also predicted that when the infrastructure is more and more perfect in the future, advanced two-dimensional content will become more and more "civilian", allowing more content creators to use the underlying technology to create content. For example, professional image makers from the drawing, video, animation, 3D modeling to AR /VR popular evolution, in the new generation of aesthetics to promote, the two-dimensional content can circle more and more user groups, the use of platform and KOL differentiation advantages, to promote the acceleration of the overall ecology.
From the day of its birth, the Thor virtual girl group has played with young people, giving young people the products and experiences they want, highlighting the original intention of the Thor brand. Thor is not a simple computer brand, it creates a young people's ecology, young people's scene, young people's culture.
Nowadays, the post-95s and post-00s are the backbone of society, they bloom themselves, unique, they are born upwards, Thor is a cultural IP brand born for young people, not only as a helper and enabler for young people, but also as a companion.
● Virtual idols link the positive energy of young people
Now the PC market is a red sea, as more and more manufacturers enter the game, products tend to be the same, Thor through the virtual idol girl group to break this pattern. They pay more attention to the voice of young people, can play with fans, use virtual idols to anthropomorphize them, make them more warm, personality, preferences, and feelings, pass on the correct values and positive energy for young people, and help young people pursue and realize their dreams.
From the body of the virtual idol girl group, we can see the past figure of the Thor brand, and we can also see the shadow of the future, which is a PC brand for young people and a lifestyle brand for young people. Don't underestimate young people, don't underestimate the Thunder Goddess Girl Group, it is not only the trend of the trend, but also the carrier of brand tension and vitality, or the bond and platform that maintains the young people's group, and it is also a diversified display and inheritance of brand culture.