元宇宙时代的流量密码：“超写实数字人”诞生，能否取代真人流量明星？

在刚刚过去的双十一中，天猫超级品牌日与数字主理人AYAYI在“天猫数字藏馆”合办了一场属于元宇宙的数字艺术展，其中宝洁、小鹏汽车、五粮液、Burberry等八大来自不同领域、面对不同人群的超级品牌以各种数字形式纷纷参展。

In the last two-thirteens, Skycat Superbrand Day and Digital Master AYAYI co-hosted a digital art exhibition in the meta-cosm at the Cat Digital Museum, in which eight major brands from different fields, such as Pocahontas, Pioneers, Five Grains, Burberry and others, were shown in various digital forms.

“我第一次注意到AYAYI，是在Bose耳机公众号的推送里。第一反应是这女生好漂亮，仔细看了下发现不是真人，确实令人印象非常深刻。”一位刚接触超写实数字人的女性消费者告诉21世纪经济报道记者。“时隔几天，又在超市看到了屈臣氏一款苏打汽水上的数字代言人，扑面而来的赛博风格。”

"I noticed for the first time that AYAYI was in the delivery of Bose Headphones to the public. The first reaction was that the girl was so pretty, and it was really impressive to find out she wasn't real." A female consumer who had just approached a super-written digital man told the 21st Century economic reporter. "A few days later, he saw a digital voice in the Supermarket, and he came up with a Cyber style."

时间回到2021年5月20日，以“AYAYI”为代号的账号在各类社交平台开号发图。AYAYI登录小红书，发布首张带着光影的“个人形象图”，并发出第一条小红书“hi，第一次见面”。这张略带神秘色彩的自拍像迅速引起了小红书用户们的讨论，大量的网红、KOL围绕着这张图进行一轮又一轮二次创作。在呼声中，AYAYI悄然入驻抖音，加快“破圈”脚步。

Time returned to May 20, 20, 2021, when accounts coded as “AYAYI” were launched on various social platforms. AYAYI entered the Little Red Book, published the first photo-based “personal image map” and sent out the first “hi, first meeting” of the Little Red Book. This slightly mysterious self-image quickly sparked discussion among the small red book users, with a lot of red, KOL, working on the map in one round and another. In the echo, AYAYI went into a tremor to speed up the “break-in” footsteps.

元宇宙之下，超写实数字人的时代已经悄然到来。最新的进展是，11 月 29 日，国内第一个可以在 App 内实现用户互动的超写实数字人——“龚俊”也在百度正式上线。

Under the Woncosm, the era of overwrite digitals has arrived. The most recent development is that on November 29, the country's first overwrite digital person who can interact with users in App — “Yon Joon” — is officially on the line.

“AYAYI是来自元宇宙的使者，很多合作品牌在她身上看到了强烈的未来感和科技感标签。与此同时，我们与很多深度合作客户进行数字艺术设计的共创。通过这些作品，AYAYI为品牌描绘了他们在元宇宙中的新形象，帮助品牌拓宽了受众圈层，建立了元宇宙标签。” AYAYI团队告诉21世纪经济报道记者。不过基于数字人的特殊属性，“AYAYI目前无法与品牌进行种草、体验类的合作。”

“AYAYI is a messenger from the meta-cosmos, and many cooperative brands see strong future and technology labels on her. At the same time, we create digital art designs with a number of in-depth collaborators. Through these works, AYAYI portrays brands their new image in the meta-cosm, helping them to broaden their audience circle and create meta-cosm labels.” The AyAYI team told economic reporters for the 21st century.

“hi，第一次见面”

"hi, first meeting"

诞生于今年5月20日的AYAYI，是国内的第一个“Metahuman”（超写实数字人）。与虚拟偶像和虚拟主播不同，AYAYI在形象与外貌上更贴近真人，尽可能摆脱了“二次元”“卡通”这些词语的限制，而是从外观设计上看起来像个真实的“人”。

AYAYI, born on May 20th of this year, is the country's first "Metahuman," unlike virtual idols and virtual anchors, AYAYI is closer to the real person in image and appearance, as far away from the limits of the term "two dollar" "carton" as possible, but rather looks like a real "person" in appearance.

“AYAYI的形象设计是在我们最初为她撰写的人物小传的基础上开始的。” AYAYI团队告诉21世纪经济报道记者，这份千字的人物小传包含了AYAYI的基本信息、个性特征、喜好兴趣等。

“AYAYI's image design began on the basis of the little legends we originally wrote for her.” The AyAYI team told the 21st Century Economic Reporters that this thousand-word profile contains basic information, personality features, preferences, etc.

“对人物有了基本认知之后，我们开始相对应地寻找气质相似的真人画像，或者真人画像的某些局部特征作为参考。通过大量的市场调研，我们不断迭代AYAYI的模型设计，经过40多个版本的修改，最终筛选出AYAYI的设计定稿。这个过程大约历经了半年的时间，才有最后那张发在社交媒体上的初见照。”

"After a basic understanding of the characters, we began to look for a matching picture of the real person, or some of the local features of the portrait, as a reference. Through a lot of market research, our model design for AYAYI evolved over 40 versions and eventually screened out the final version of AYAYI's design. This process took about six months before the last first appearance on social media."

实际上，早在AYAYI之前，国外已经涌出一批超写实数字人博主。Instagram上最火的数字人Lil Miquela是一位洛杉矶的20岁巴西西班牙混血女孩，同时还是模特兼歌手，现坐拥百万粉丝。自2016年她就开始在ins上更新自己的动态，并且获得了Chanel、Supreme、Fendi和Prada等国际大牌的青睐与合作。

Instagram’s hottest digitalist, Lil Miquela, is a 20-year-old Brazilian-Spanish girl in Los Angeles, who is also a model and singer, and now sits on millions of fans. Since 2016, she has been updating her movements on the insides, and has gained the support and cooperation of major international cards such as Chanel, Supreme, Fendi, and Prada.

除Lil Miquela外，日本、韩国、泰国等国家也纷纷推出超写实数字人，他们活跃在各类社交平台，工作、恋爱与日常生活，与普通人的生活并无异常。

In addition to Lil Miquela, countries such as Japan, Korea and Thailand have introduced super-written digitalists who are active on various social platforms, working, falling in love and everyday life, and who are not out of line with the lives of ordinary people.

在国内，越来越多的超写实数字人也开始出现在人们的视野中。2021年9月，小红书发起“潮流数字时代”企划，站内的超写实数字人博主阿喜Angie、虚拟人Vince、imma等六位超写实数字人博主参与活动并完成GUCCI、Givenchy、Maison margiela等品牌的新品全球首发上身合作。

Within the country, a growing number of overwritten digitalists have also begun to appear in the horizon. In September 2021, the Little Red Book launched the “Tide Digital Age” project, in which six super-written digital bloggers, Ah-Aggie, Vence, imma and others, participated in the event and completed a global launch of new brands such as GUICI, Givenchy, Mason Margiela.

除与各大知名品牌合作，他们还参与各类线下探店、打卡活动，例如AYAYI与陈伟霆一同在线下潮牌店合照，CallmeVila探班张嘉倪等。

In addition to working with leading brands, they are involved in various types of down-shows, card-laying activities, such as the AYAYI and Chen Wei-Wing's online downshows, Callme Vila's visit to Zhang Ka Ning, etc.

元宇宙的想象力

/ strong >

Z世代数量的增长以及偏好的发展，为超写实数字人爆发奠定了市场基础。

The growth in the number of Z generations and the development of preferences have laid the market ground for overwritten digital eruptions.

根据艺恩数据在2021年10月发布的《2021“Z世代”文娱内容消费研究》显示，Z世代圈层内容消费现象逐渐凸显，成为虚拟偶像的重要消费群体。爱奇艺发布的《2019虚拟偶像观察报告》则显示，全国有3.9亿人（泛二次元人群）正在关注虚拟偶像和关注虚拟偶像的路上。

According to Yee-eun's study of the consumption of 2021 “Z Generations” recreational content, published in October 2021, the consumption of the content of Z generation circles is becoming increasingly visible as an important consumer group for virtual icons. The Aichi culture report on the observation of 2019 virtual icons shows that 390 million people in the country (the Pan-Secondary Group) are focusing on virtual idols and on virtual idols.

21世纪经济报道记者采访发现，大多数超写实数字人粉丝都关注过初音未来、洛天依，二次元偶像以及虚拟偶像。“二次元+科技爱好者，很难不认识AYAYI，并且成为粉丝。” 一位喜欢AYAYI的受访者向记者表示。

An interview with the 21st Century Economic Reporter found that most super-written digital fans have focused on the future of the first sound, Lotiyi, the second dollar idol, and the virtual icon. “Ayanyi is hard to recognize and become a fan of the second dollar + a technology fan.” An interviewer who likes AYAYI said to the journalist.

当前，众多互联网公司都以“游戏”为主题，作为元宇宙的主要开发方向。

At present, many Internet companies are focusing on the theme of “play” as the main development direction for the meta-cosmos.

超写实数字人的发展的也大多数与游戏相绑定，例如腾讯联合王者荣耀早在2019年就推出“无限王者团”，选取游戏中五名呼声较高的男性形象进行单独的“偶像”团队运营，并在出道后的短短两年的时间内推出多款音乐专辑，联合代言了MAC口红、Meco蜜谷果汁茶等品牌。

Most of the overwrite digital human development is also tied to games, such as the Unlimited Kings League, which was launched in 2019, the separate group of “image” that picked up five high-sounding male images of the game, and the multiple music albums that were launched in just two years after the opening, the joint voice of the brands MAC lipstick, and Meco's Vegetable Fruit Tea, among others.

除“无限王者团”代言外，许多品牌本身也有属于品牌的超写实数字人。欧莱雅推出数字代言人“M姐”“欧爷”，肯德基推出了银发“虚拟上校”，花西子推出同名数字代言人“花西子”。

In addition to the Infinite Kings, many brands themselves have branded super-written digitalists. O'Leaves the digital spokesperson "M Sister" "M", the silver hair "Virtual Colonel" in Kentucky, and the same digital spokesperson "Funshik" in Hanxiko.

一个显著的趋势是，越来越多品牌选择超写实数字人作为自己的代言人，在元宇宙中建构着属于品牌的数字形象。

A notable trend is the growing number of brands choosing super-written digitalists as their own spokespersons to construct brand-owned digital images in the meta-cosmos.

不仅仅是代言，具有“人格”的超写实数字人想象空间巨大。例如AYAYI在走红之后就成功“入职”阿里巴巴，成为天猫超级品牌的数字主理人。“AYAYI目前正在准备两件大事，一是作为策展人，她正在筹备自己的数字艺术体验展。同时作为数字潮流品牌的主理人，属于她自己的潮流品牌也在酝酿之中，相信很快就会和大家见面。” AYAYI团队透露道。

“AYAYI is now preparing two major events, and as a moderator, she is preparing her own digital art experience exhibition. And, as the master of digital trend brands, her own tidal brands are being developed, believing that they will meet with you soon.”

需要指出的是，从经营方角度来看，目前虚拟人特别是超写实虚拟人的往往要背负很重的制作成本，像AYAYI、Lil Miquela一样接到大牌广告仍是极少数现象。

It should be noted that, from an operator's point of view, virtuals, especially super-written virtuals, tend to bear a heavy production cost, and large billboards such as AYAYI, Lil Miquela remain a rare phenomenon.

有业内人士曾透露，目前市面上成本相对较低的二次元虚拟偶像的视频每秒都需要花费数千元，这导致绝大部分虚拟人项目都走在持续“烧钱”的路上。“通常来说，超写实虚拟人的视频每秒的成本在8000元至1.5万元区间，一张图片则要几千元。目前做虚拟人的公司里，有90%以上的公司盈利都很困难。”

Some insiders have revealed that the relatively low-cost video of second dollar virtual icons currently on the market costs thousands of dollars per second, resulting in most virtual projects going on the road to “burn money.” “As a rule, the cost per second is between $80,000 and $15,000 per second for super-written virtuals, with thousands of dollars for a picture. More than 90% of the companies currently working as virtuals have difficulty making profits.”

零“塌房”风险

Zero Risks

事实上，超写实数字人走红，也与真人流量明星“塌房”事件频发有关。

In fact, the proliferation of overwritten numbers is also linked to the frequent crashes of real-life stars.

2021年11月，中国演出行业协会网络表演（直播）分会公布了第九批网络主播警示名单，防止名单内艺人再次复出。明星“塌房”如山倒，张哲瀚4小时内掉光27个代言。“吴亦凡事件”发生后，多家国际品牌都紧急与吴亦凡切割合作关系。

In November 2021, the Chinese Chamber of Performing Industry's Networking (live broadcast) section published the ninth series of alerts to prevent artists from re-entering the list. The star, “Breaking Houses” fell, and Zhang Chul-hyun lost 27 statements in four hours.

对于品牌而言，明星“塌房”不仅使得昂贵的代言费“打水漂”，品牌形象受损则是更深远的影响。

In the case of brands, the star “downfall” not only makes the cost of speaking out “floating”, but the damage to brand image is far more far-reaching.

超写实数字人有着比真人明星更为天然的形象优势：零“塌房”风险。相比真人明星，超写实数字代言人的安全系数明显更高。

Overwhelming digital people have a more natural image advantage than real stars: zero “downside” risk. Overwhelming digital representation of human security is significantly higher than real stars.

北大文创烽火学院的陈少峰教授在接受21世纪经济报道记者采访时指出，数字人有着独有的知识产权，也更加容易管理。超写实数字人在代言上具有真人明星无法比拟的优越性。也正因此，“数字人的人设和品牌的匹配度决定着对于品牌形象的提升度。”

Professor Chen Shafeng of the North Manchurian Institute, in an interview with the 21st Century Economics Reporter, pointed out that digitals have unique intellectual property rights and are easier to manage. Overwhelming digitals have an uncomfortably superior protagonist profile. And so, "The match between digital people and brands determines the improvement of brand image."

另一方面，用户较强的付费意愿也成为超写实数字人代言的市场基础，而这背后则是数字人与粉丝之间的情感联结。对于超写实数字人的追随者而言，超写实数字人与普通的虚拟偶像、虚拟博主不同，他们更多把超写实数字人看作是在元宇宙一同生活的人，这些数字人的生活与普通三次元的生活并无差异。

On the other hand, a stronger user’s willingness to pay also forms the basis of a market for overwritten digital narratives, behind which are the emotional links between digitals and fans. For followers of overwritten digitalists, unlike ordinary virtual idols, virtual bloggers, they view overwritten digitalists more as people living together in the meta-cosmos, whose lives are no different from those of ordinary triple-digits.

脱离“粉丝经济”带来的种种困扰，数字人追随者不需要线上、线下多次购买，为偶像“搞数据”，而更着眼于情感联系。“她可以成为一个真正的，有血有肉的女孩子。会郁闷，会为情所困，有特别喜欢和特别讨厌的故事。”一名AYAYI粉丝在采访中说。

Out of all the troubles of the fan economy, digital followers don't need to buy many times on and off the line to “get data” for their idols, but rather focus on emotional connections. “She can be a real, fleshy girl. She'll be depressed, she'll be trapped in love, she'll have a particularly fond and annoying story.” An AYAYI fan said in an interview.

在陈少峰看来，完善超写实数字人的背景故事、丰富人设内涵也有助于提升超写实数字人的竞争力，凝聚粉丝。“形成具体的超写实数字人粉丝消费观，有助于提升超写实数字人的品牌代言影响力。”

In Chen’s view, perfecting the background story of a digitally overwritten person and enriching the human content can also help to enhance the competitiveness of a digitally overwritten person and to congregate his fans. “A concrete view of the consumption of a digitally overwritten fan can help raise the brand profile of a digitally overwritten person.”

“AYAYI从来没有把自己定位成一个博主，她有自己的事业和使命。当每个人都能很轻易地理解元宇宙是什么，当人们能用很简单的方式进入元宇宙的时候，AYAYI的使命也就完成了，这是她最终的目标。”AYAYI团队表示。

"AYAYI never set herself up as a blogger, and she has her own career and mission. When everyone can easily understand what the meta-cosm is, and when people can enter the meta-cosm, in a simple way, the mission of AyAYI is accomplished, which is her ultimate goal." The Ayayi team says.