In the 5G era, the application of technologies such as big data, cloud computing, Internet of Things, and 5G media has opened up a new situation for brand promotion and marketing. Nandu reporter learned that recently Unicom Wo Music, Unicom Cloud Letter, and Unicom Cloud Mail jointly released a 5G business intelligence platform. Li Han, general manager of Wo Music, introduced that the 5G business intelligence platform will provide enterprises with solutions such as all-scenario integrated marketing, video user service scenarios, and private domain operation.
Nandu reporter learned that the 5G business intelligence platform will create a virtual digital person for the brand side. It is reported that at present, major variety shows, brands, etc. have established their own virtual IP to seize the market virtual IP dividend. For example, Huaxizi, Yili, DingTalk, KFC, L'Oréal, and Watsons have launched their own virtual "Hua Dan".
In February this year, Unicom Online Wo Music also released an AI digital twin virtual person, which can provide dozens of anchor models such as female anchors, customer service, and business explainers according to different programs, and users can also generate multiple styles of digital person models according to different application scenarios. At present, Vivi, the first self-developed virtual anchor of China Unicom, has been hosting a number of offline activities of China Unicom.
Zhang Yi, CEO and chief analyst of Ai Media Consulting Group, told Nandu reporters that with the development of 5G technology and the frequent overturning of star anchors, the application scenarios of virtual digital people have become more and more abundant, and according to its company's monitoring data, more than 50% of users are willing to consume for virtual people. With the broadening of application scenarios, service-oriented virtual people are expected to develop rapidly, "there may be more and more enterprises in the future to choose virtual digital people as spokespersons."
Wang Dongfang, general manager of Guangzhou Little Yellow Duck Advertising Planning Co., Ltd., said that it has now entered the "marketing 4.0 era", "the rise of the meta-universe concept has led to the rise of virtual characters, and 5G speeding up has made faster and more traffic fill people's fragmented time, forming new marketing opportunities." ”
"Virtual characters break down the dimensional wall between brands and consumers. No longer through the employees of the company who will leave, no longer through the star idols who will collapse the house to communicate with consumers, but can always be used in the virtual conformation. Wang Dongfang, for example, such as the Vibrato virtual beauty master "Liu Yexi", is known as the "phenomenon-level" virtual person in 2021. After the short video was uploaded as the first work of the account, it received 2.477 million likes within five hours, and the total value of the single video business cooperation of "Liu Yexi" exceeded one million+ and the average number of video likes exceeded 1.7 million+, setting off a wave of meta-universe.
Phenomenon-level virtual person "Liu Yexi"
Nandu reporter learned that in 2021, Unicom Wo Music, together with the School of Journalism and Communication of Jinan University and the Little Yellow Duck Advertising Company, established a space-time marketing industry-university-research cooperation base, and has released a plan to break 100 experiments and complete more than 15 million + experimental traffic tests.
Written by: Nandu reporter Kong Xueshao Intern Cao Ziyi