中文在線(300364.SZ)完善虛擬數字人佈局,內容IP持續向下遊延展
23日晚間,中文在線在互動易平台表示,公司與行業內知名公司簽訂了《虛擬數字人聯合開發合作協議》,合作協議約定包括但不限於內容IP領域的虛擬數字人應用場景及商業變現模式、虛擬數字人智能內容創作、虛擬IP打造、虛擬IP運營及孵化路徑等。
根據此前上市公司披露的公吿,公司所合作的行業內知名公司應為武漢兩點十分,該公司為《英雄聯盟》、《陰陽師》、《明日方舟》、《王者榮耀》、《哈利波特》等數十個國內外遊戲產品持續提供高品質數字 CG 服務,具備較強的虛擬特效製作能力。
據瞭解,兩點十分的虛擬數字人分為二次元虛擬UP主、 國潮虛擬偶像、脱口秀虛擬主播以及超寫實數字虛擬偶像等幾大類,分別應用在綜藝直播,形象代言、品牌聯名,直播帶貨、虛擬互動等場景,未來還將開拓公益、文化創意等領域。
事實上,虛擬人有很多細分賽道,比如超寫實數字人、虛擬主播、虛擬偶像、數字分身等。行業專家認為,只有被置於合適的平台與場景,虛擬形象才能發揮其所設定的作用。而就目前虛擬人所引發的市場爭議來看,其核心並非“虛擬人不夠真實”,而是“人設”,故而對虛擬人的人設打造才是“兵家必爭之地”。
中文在線作為手握海量IP的版權運營商,可以説其在虛擬人這一賽道有着優於其他企業的“天然優勢”。公開數據顯示,中文在線目前擁有超500萬的數字內容資源,以及超過430萬原創駐站作家,有充沛並源源不斷創作出的海量文學IP資源。這其中每一個故事中的每一個人物都有着極為完善的背景設定和場景設定,有助於公司在虛擬數字人和虛實場景的開發。
除了虛擬人本身的設定問題外,作為數字資產,其生命週期和商業價值也是業內關注的核心問題。一方面,中文在線已經具備IP的長線運營能力,實現了從單一網文的生產與經營向文學 IP 全生命週期的生產和經營演化,未來有望持續向下遊延展,完善內容IP領域的數字虛擬人佈局;而另一方面,“永不塌房”的虛擬人IP,在“明星化”的趨勢下依然是流量為王,專業人士認為,具有堅實讀者基礎,並經歷過時間驗證的網絡文學已經具備一定流量基礎,在進行衍生產品開發時有更高的原著粉絲轉化率及新粉絲吸納率。
根據行業市場研究平台頭豹研究院發佈的《2021年虛擬數字人行業概覽系列報吿》,得益於虛擬IP、虛擬第二分身以及多模態AI助手應用的發展,2020年,中國虛擬數字人行業市場規模約為2000億元,不出意外的話,這一數字預計將在十年後達到2700億元。
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