1. Byte enters the digital fashion industry
According to Sina VR, Byte's Douyin has quietly entered the digital fashion industry and plans to launch a business called "pheagee", which is a new digital fashion community that mainly integrates technology and humanities into fashion and builds a new market for the fashion industry. In the future, boiling silence or involving virtual clothing, virtual people, virtual fashion, etc., with Douyin e-commerce, PICO and other business linkage, become a continuous output of digital fashion platform.
Digital fashion is an emerging industry that focuses on the culture of clothing design, dressing and collecting in the digital realm. The rise of digital fashion has benefited from the transformation of the physical fashion industry and the combination of virtual technology after the epidemic, creating online goods for sale and display, leading the new trend of wearing.
Currently, the project team is located in Shanghai and Beijing. In the author's opinion, after the education and game industry, Byte has selected a 100-billion-level track. So, what impact will this new business have on the B-side and C-end?
From the perspective of industry application, "Boiling Silence" will make in-depth efforts in the field of digital wear, and is expected to create a leading virtual try-on solution and tool in the industry, and its role and form may far exceed the existing AR try-on special effects and picture virtual fitting functions. In the eyes of industry insiders, "boiling silence" involves a new Internet track, and the ripple effect generated by the entry of giants is bound to affect other small and medium-sized companies.
In addition, as a new Internet giant, ByteDance's fall is excellent, and at the moment when the concept of metaversity is "flooded", the trend of data assetization is unstoppable. As a repeatable asset, the significance of NFTs must be known to even small street companies, and ByteDance, which has a huge market share, will never miss an opportunity.
In my opinion, when all NFT assets can be confirmed in the future, our world will change incredibly. On this basis, as long as a company's digital image has a considerable market position and share, it can derive different business models and combine with other businesses to become digital IP.
Specifically, because all digital assets and even digital behaviors can be confirmed, digital IP will certainly derive countless related digital scenarios and products. For example, digital hotels, digital clothing, digital schools and even digital farms, etc., and this is the bottom of the meta-universe intelligent business, its basic composition is NFT, VR/AR and other new technologies, as long as the participants' products or behaviors meet industry standards and laws, it will certainly produce profit opportunities.
In general, ByteDance's entry is very critical. It will not only meet the huge changes in current Internet consumption, but also create a solid digital foundation for the upcoming metaverse society. And the final impact will also be the majority of C-end consumers.
2. Overseas classic cases
RTFKT Studios
Tesla's stock price has risen, Bitcoin has soared, Dogecoin has become popular, and Elon Musk once stood at the center of public opinion in the crypto community. Under the influence of his super ability to carry goods, a pair of virtual shoes he "wore" also caused a cross-circle collision between the fashion industry and the crypto community.
A studio called RTFKT Studios once posted a photo of Musk attending the event on a social account with 600,000 followers, in which Musk wore a pair of unique shoes, which attracted a large number of fans to ask for a price.
It wasn't a real pair of sneakers, though, as Musk wasn't wearing those shoes at that event.
In fact, it's a pair of virtual shoes designed by RTFKT Studios, inspired by Musk's electric pickup Cybertruck, and in a way, Elon Musk was the first person ever to wear virtual shoes. Although it was a pair of shoes that did not exist in the real world, it was eventually sold for $15,000 at the time.
Do you think these shoes are expensive?
Today, on the official RTFKT website, the price of this virtual shoe has risen to $60,238.
In the virtual world, digital fashion is essential, it allows users to express multiple self identities in the virtual world and explore new ways of life of their avatars. Similar to the gamer through the skin wear to show another self, in the game to build a virtual spiritual enjoyment space.
3. Domestic giants compete for layout
In fact, in addition to ByteDance, there are many domestic leading enterprises that are also competing to lay out digital fashion business.
Little Red Book
Not long ago, Xiaohongshu launched a virtual fashion event with Xintiandi XINTIANDI, and joined hands with 9 well-known designers to launch a new virtual fashion product in Xiaohongshu R-SPACE.
Nine brands, including ANNAKIKI, CHENPENG, FENGYI TAN, HAIZHEN WANG, MASHAMA, SHIE LYU, ZI II CI IEN, 5MIN and SANDWICH: HALF-MADE_, have released 18 new models of limited virtual fashion.
In addition, as the leading platform of the Internet fashion industry, Xiaohongshu also used its huge influence to launch the "Virtual Fashion Recruitment Plan" to the outside world. Specifically, the official will invite all creators who love and have creative ideas and design capabilities to come in, thus further creating a leading digital fashion atmosphere.
Tencent
In the eyes of many people, the QQ show of that year can be called the prototype of the meta-universe, and its attraction and gold attraction to young people have largely laid the foundation for Tencent's position as the boss of the Internet industry, and even exceeded the income brought by games in the early stage.
When the time comes to 2022, Tencent has never lagged behind in the pace of digital fashion, and its layout is mainly concentrated in the super QQ show, which seems to be conservative playing style, which actually brings Tencent a stable user base and a mature way of monetization.
Specifically, the Super QQ Show continues its "ancient version" of the creative way of playing in fashion clothing, that is, users pay to achieve virtual wear, and the super cool dynamic effect better caters to the preferences of Generation Z.
Huawei
In January 2022, Huawei and Zhejiang Starlink Data Technology Co., Ltd. signed the "AI Digital Fashion Industry Joint Innovation Project Cooperation Agreement" at Huawei headquarters in Shenzhen. It is understood that in the future, the two parties will provide digital overall solutions for traditional industries based on HUAWEI CLOUD AI Pangu big model technology and StarLink C2M digital industry solution.
On January 29, the People's Government of Longhua District and Huawei Technologies Co., Ltd. jointly signed a cooperation agreement on the Digital Fashion Industry New City, relying on Huawei's core technologies and industrial chain integration capabilities in the fields of cloud, computing, and connectivity, giving full play to the brand agglomeration advantages of Dalang Fashion Town, and comprehensively helping Longhua District build a digital fashion industry highland with global influence.
In the view of many industry insiders, Huawei's recent in-depth cooperation with many governments and enterprises will surely accelerate the collision of fashion and digital, accelerate the pace of digital transformation and upgrading of the fashion industry, and set a new benchmark for the development of the country's leading "digital + fashion" industry.
4. Our views
As an industry media, we believe that virtual fashion is no different from the social dynamics of people in real life, and since many people spend most of their time with friends in the virtual world at present, it makes sense for people to want their avatars to be popular.
In addition, as a new concept that is mainly aimed at young people, it is more like a digital future created for gamers and fashion enthusiasts, and its value also emphasizes the creativity of a new generation of digital artists. On this basis, while digital fashion brings NFT and digital art to the traditional fashion industry, it also brings fashion wind to the digital industry.
However, the layout is the layout, and it is difficult to predict what it will develop into in the end. While we are optimistic about digital fashion, we also want to remind investors: do not be aggressive, pay attention to the uncertainty caused by unknown areas.