The Metaverse has been described as a lot: the next evolution Social connection, Dangerous by designThe future of the Internet And unprecedented business chance.. That definition will definitely continue to change. But there is one thing for sure, whether in the future or in fashion. That is, China will not miss the formation of this new ecosystem.A metaverse with Chinese characteristics is being built – and it’s finally $ 8 trillion market..
Chinese players are challenging new virtual worlds at speeds comparable to Silicon Valley.There are already 16,000 Metaverse-related trademark applications Submission Technology giants have invested in the software, hardware, and key infrastructure needed for the Metaverse to exist. For example, Tencent Announced joint venture When Roblox In 2019, we have built a strong Metaverse-related portfolio that covers everything from social media and games to cloud computing. Alibaba has invested in augmented reality and virtual reality companies since 2016. Meanwhile, Baidu launched the virtual world XiRang, and ByteDance enhanced the Metaverse hardware capabilities as follows: Get Pico, a VR headset maker.These are just a few many An example of a Chinese company exploring the potential of the Metaverse.
But Beijing remains ambiguous to this concept.Despite the hint of caution And national think tank flags National security risksChinese leaders also have a Metaverse Innovative technology to support.. As is often the case in China, the most interesting experiments are done at the local government level. Shortly after Facebook was renamed “Meta” in late 2021, the Shanghai government announcement The Metaverse is part of the 14th Five-Year Plan for the Development of the Electronic Information Industry and is called one of the four frontiers of exploration. Other local governments such as Hebei Province and Wuhan City soon followed suit.Various local governments are organizing Metaverse development Seminar And argued.
Ultimately, whatever the risk, the experts Benefits of support China’s Metaverse exceeds these. Developing critical Metaverse infrastructure, such as development clusters and supercomputing centers, will have a positive spillover effect on the technology industry in other regions, promote economic development and attract talent, while at the same time China is unique. We guarantee that the metaverse will be built under the conditions of. To control others.
If things are moving very fast, it’s because Metaverse struck a chord with young Chinese consumers. But this is not entirely new. Even before the official Metaverse app came out, all that element was there. Most everyday activities are supported by technology, and the concepts of digital world, connectivity, and value are widely accepted.
Apps such as QQShow, a virtual avatar builder linked to Tencent’s QQ Messenger, were very successful in the early 2000s. Many millennials enthusiastically dressed their avatars, but rejected the platform and its overt style when new social networks with minimalist design and “real profiles” became mainstream in the 2010s. did. Zepeto and Taobao Life Adapting to this, it gave consumers the opportunity to express themselves creatively and became part of a larger social group that fit their interests and habits. Therefore, for many Chinese consumers, the virtual life and identity of the Metaverse is just a natural evolution to connect with peers.
One of today’s interesting case studies is the Metaverse social app Zheli. It recently overtook WeChat, the leading social networking app as the most downloaded app on the Chinese App Store. An intimate social experience that only allows 50 friends per user. Combining this exclusivity with fashionable character design has captured the hearts of young users. And this is not surprising. Over the years, as WeChat has become an all-in-one platform for socializing, business networking, and staying in touch with family, young users have wanted another space where they can express themselves more freely. Metaverse has provided exactly this.
Another inspirational example is Soul, another popular and popular Metaverse social networking app. Use algorithms to connect users through common passions and hobbies. Through features such as AR-enabled video chat and voice call matching, Soul carefully balances the freedom of virtual IDs with the excitement of real connections. Qiushu, users Zhihu (Quora, China) sees the soul as a place where he can indulge in his habits and passions without being shy. He commented: In those circles, we tend to hide in order to comply with social norms. For him, no matter how randomly his status updates were read, the reaction from the community that turned from a virtual stranger to a friend was nothing less than a healthy one.
soul The new generation of China embraces the fact that it is open, curious and creative. There are many subcultures, Old-fashioned (Traditional Chinese Aesthetics) Go to the Japanese New Wave Movie Theater. Chinese youth want deeper connections through niche and creative topics in an endless virtual world.
Metaverse with Chinese characteristics
One of the key aspects that differentiates this Chinese metaverse is government control and political censorship in undefined regulatory strategies. ed tech,for children Game timePersonal Data protectionCryptocurrencies, and Technology monopoly In the transition of government to “common prosperity”. For example, NFTs cannot be traded (collection only) and cryptocurrencies cannot be used.Last December, Roblox needed to suspend its business in China, the company Safe regulatory green light..
But there are other factors that differentiate China’s Metaverse. For example, most explorations within the Metaverse focus on visuals, but in China there is an opportunity to develop social through voice. From social singing app WeSing to podcast and audiobook giant Himalaya FM, livestream and user-generated audio content that offers companionship and community building is bringing users back. While many Western apps focus on best-in-class features, Chinese apps take advantage of consumers’ desire for relationships. Putting a human voice on an object, even when people are interacting through an avatar or screen, quickly makes it more human or real. Voices give us hints for a person’s personality, inspire our imagination and create deeper connections. In countries that are crazy about livestreaming and companionship, the voice-enabled Metaverse is a good balance between anonymity, creativity and the real thing.
Moreover, what we have already observed in Douyin (TikTok) and Kuaishou is the emergence of different worlds from urban and rural creators.For example, while Douyin’s urban creators showcase their latest exhibitions and trendy dance moves, Kuaishou’s countryside and small town creators have their ridiculous style (aka). Toway)performance. Similar developments may be seen in the Metaverse app as separate worlds, styles and sub-genres emerge across the boundaries of rural and urban areas. Whether this new space will be a place of equal competition, or whether urban and rural Chinese users have different aspirations, preferences, and monetization opportunities, each leading to a different platform, is an open question. ..
Impact on the brand
Bringing all these elements together will affect your brand. For example, so far, luxury brands have hesitated to enter the Metaverse in China due to limited opportunities for monetization within the limits of current regulations.according to research Jing Collabs & Drops, In China, unlike the West, there is no resale market for crypto assets and the value of digital collectibles is limited. In short, many brands see Metaverse as a marketing opportunity through art toys, games, or idols rather than a direct source of profit. These marketing strategies, in turn, need to be aligned with the local tastes of young consumers and their desire for inspiring experiences and connections.
One of the most interesting trends in the thriving key opinion leader (KOL) market is working with virtual influencers or idols. The industry is expected to grow to 33.47 billion yuan ($ 52.4 billion) by 2023, according to iiMedia.Human-like AI idol Ayai is already Promotion Guerlain and TMall eventWork both online and offline.
But it’s not just luxury and fashion brands that can benefit from adapting to the Chinese Metaverse. Given the success of a relaxing life simulation game like Animal Crossing, you can expect a demand for more mediocre activities to get the Metaverse uplift. This means that the Fast-moving Consumer Goods (FMCG) brand can play a more active role in consumers’ lives. For example, an educational metaverse cooking game is one way to introduce a soy sauce brand while providing useful knowledge to young consumers, and an online shopping experience for physical merchandise at Metaverse (under development by Alibaba). It can be transformed by being done. ..
Increasingly, the online and offline worlds will be integrated. Imagine a young couple enjoying a grocery store in a Metaverse home. Whether you’re meditatively strolling through a bio-friendly supermarket aisle or buying a themed digitally collectable product at a cyberpunk-themed store, it’s based on your favorite experience. You can shop. .. But the point is that consumers aren’t just interested in metaverse versions of product ads. Instead, they flock to the metaverse of human connections, and brands need to create real value that enhances the lives of consumers – to many subcultures, trends, regional and urban differences, and unique experiences. I’m focusing.
In conclusion, the Metaverse is growing rapidly in China, and young Chinese consumers accept these new worlds as a natural evolution and give them new freedoms and ways of expression by building intimate social connections. I am. There are many opportunities for brands to become part of this ecosystem. However, this is different from the West. To be successful in the Chinese Metaverse, brands cannot copy and paste approaches and must be agile to local rules and preferences. Features such as reduced direct monetization, different subcultures, regional and urban disparities, virtual idols and voice are just a few examples to remember.