中文在线(300364.SZ)完善虚拟数字人布局,内容IP持续向下游延展
23日晚间,中文在线在互动易平台表示,公司与行业内知名公司签订了《虚拟数字人联合开发合作协议》,合作协议约定包括但不限于内容IP领域的虚拟数字人应用场景及商业变现模式、虚拟数字人智能内容创作、虚拟IP打造、虚拟IP运营及孵化路径等。
根据此前上市公司披露的公吿,公司所合作的行业内知名公司应为武汉两点十分,该公司为《英雄联盟》、《阴阳师》、《明日方舟》、《王者荣耀》、《哈利波特》等数十个国内外游戏产品持续提供高品质数字 CG 服务,具备较强的虚拟特效制作能力。
据了解,两点十分的虚拟数字人分为二次元虚拟UP主、 国潮虚拟偶像、脱口秀虚拟主播以及超写实数字虚拟偶像等几大类,分别应用在综艺直播,形象代言、品牌联名,直播带货、虚拟互动等场景,未来还将开拓公益、文化创意等领域。
事实上,虚拟人有很多细分赛道,比如超写实数字人、虚拟主播、虚拟偶像、数字分身等。行业专家认为,只有被置于合适的平台与场景,虚拟形象才能发挥其所设定的作用。而就目前虚拟人所引发的市场争议来看,其核心并非“虚拟人不够真实”,而是“人设”,故而对虚拟人的人设打造才是“兵家必争之地”。
中文在线作为手握海量IP的版权运营商,可以说其在虚拟人这一赛道有着优于其他企业的“天然优势”。公开数据显示,中文在线目前拥有超500万的数字内容资源,以及超过430万原创驻站作家,有充沛并源源不断创作出的海量文学IP资源。这其中每一个故事中的每一个人物都有着极为完善的背景设定和场景设定,有助于公司在虚拟数字人和虚实场景的开发。
除了虚拟人本身的设定问题外,作为数字资产,其生命周期和商业价值也是业内关注的核心问题。一方面,中文在线已经具备IP的长线运营能力,实现了从单一网文的生产与经营向文学 IP 全生命周期的生产和经营演化,未来有望持续向下游延展,完善内容IP领域的数字虚拟人布局;而另一方面,“永不塌房”的虚拟人IP,在“明星化”的趋势下依然是流量为王,专业人士认为,具有坚实读者基础,并经历过时间验证的网络文学已经具备一定流量基础,在进行衍生产品开发时有更高的原著粉丝转化率及新粉丝吸纳率。
根据行业市场研究平台头豹研究院发布的《2021年虚拟数字人行业概览系列报吿》,得益于虚拟IP、虚拟第二分身以及多模态AI助手应用的发展,2020年,中国虚拟数字人行业市场规模约为2000亿元,不出意外的话,这一数字预计将在十年后达到2700亿元。
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