Future Tech China: Digital Doubles, Virtual Influencers, and Baby Yoda
Plus: A Tibetan farmer gets his 15 minutes, KFC teaches us all a lesson, and luxury brands look for artistic cred.
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It’s become a truism of 2020 to say that Covid-19 has accelerated existing trends. In the United States, e-commerce grew by 10% in the decade leading up to the coronavirus pandemic. Then in the eight weeks following the pandemic the country saw another decade's worth of growth (10%).
But it's not just e-commerce. The same is happening across other industries at a rapid pace. Which gets a bit confusing.
So let's clear up some stuff before we dive head-first into this “Black Mirror” future.
Virtual Influencers and Virtual Pop Stars
A virtual influencer is a fictional computer-generated character who lives on social media (hence, influencer). They have no basis in real people or reality. They can, but don’t have to be, human-looking. Some well-known examples are Lil Miquela, Noonoouri, and Shudu.
Virtual characters are nothing new. It’s like…if Baby Yoda had its own Instagram. The difference is that Baby Yoda started with movie IP, even though he (or she, who knows) is 100% virtual. The only reason Baby Yoda isn't a virtual influencer is that the “Star Wars” franchise hasn't created a social media account for Baby Yoda (yet). But Baby Yoda is virtual. P.S. “Star Wars,” I'm ready whenever you are.
Most virtual influencers, like real influencers, need some type of job or hobby to keep pushing content. This is no different. Just like real influencers tend to have jobs, virtual influencers do too, for the most part. Lil Miquela is a pop star and Shudu is a supermodel. This helps the people behind them generate content and builds up a narrative around their creations.
Then we also have virtual pop stars. Virtual pop stars (or bands) are fictional, computer-generated pop stars. They don't necessarily have to live on social media. For example, Gorillaz predate social media and have real musicians behind them, but the band is represented through four animated members (they've even done an episode of MTV’s “Cribs”). Virtual influencers and virtual pop stars can overlap, but they don't have to. League of Legends’ K-pop group K/DA are both influencers and pop stars (also known as idols in Asia). K/DA’s “POP/STARS” music video surpassed 400 million views on YouTube, and their merch is also pretty popular. In China, vocaloid Luo Tianyi is a major concert draw and has worked with brands such as KFC and L’Occitane. iQiyi runs virtual band Rich Boom, which recently performed at MTV Japan's Video Music Awards.
Speaking of Chinese virtual idols, iQiyi recently launched “Dimension Nova” (跨次元新星), a reality show where "virtual competitors engage in a challenge to and human judges select the ultimate winner.” It gets lost in the virtual influencer hype, but really it's more of a star-making show in a model that’s well-established in China and elsewhere.
We previously covered the virtual influencer framework. Lil Miquela, Noonouri, and Shudu fall firmly in the Virtual Stars category. K/DA is owned by League of Legends, while Rich Boom and the hopeful virtual idols on “Dimension Nova” are iQiyi’s, and thus they can be considered as Virtual Spokespersons.
Digital Doubles
So let's get a bit weirder. A digital double is a virtual representation of a real person, often created with computer-generated imagery. Travis Scott's “Astronomical” concert on Fortnite is a prime example. This wasn't actually a livestreamed Travis Scott — it was a virtual, animated Travis Scott avatar.
Evident in the performance on Fortnite, this kind of representation allows for an incredibly vivid, interactive, and engaging concert experience. Digital doubles can occupy as much virtual real estate as they like in online spaces. Scott's stage was the entire Fortnite island, with a giant Scott walking around and turning into a cyborg. At one point, the entire Fornite island caught fire, and then the audience found itself submerged underwater along with a giant astronaut. This could only exist in a virtual space, and more than 27 million people took part.
It was a win-win for both Fortnite and Travis Scott. And while the experience might not yet be as desirable as a real concert, all that's needed for participation is an internet connection — no logistics, waiting in line, or swaying in a crowded stadium required. Meanwhile, esports has already far surpassed actual sports in viewership, thereby making moot the sport-lover’s argument about "offline atmosphere.” It represents a whole new experience for pop stars, and thanks to the coronavirus epidemic, potentially a new era for brands, platforms, and formerly-offline performances as well.
Digital Doubles on the Rise
Digital doubles will continue to rise. Tencent Music just took a minority investment in the Los Angeles-based Wave to boost the interactive virtual entertainment market in China. Wave uses real-time gaming graphics to transform artists into their own digital avatars. Tencent Music will air Wave experiences on all its platforms, and the companies will develop virtual concert content together to integrate online and offline events.
The core of Wave's tech is gaming technology, according to COO Jared Kennedy. This is fascinating because gaming experiences are intrinsically interactive and allow musicians to tap into a giant pool of pre-existing users who join for the game, but perhaps stay for the concert. The fallout from Covid-19 benefits platforms and gaming companies such as Tencent and Fortnite. And perhaps it will do the same previously offline live experiences and artists too. Fornite showed that Travis Scott just has to sign a contract for millions of fans to enjoy a connected experience watching him perform.
In its deal with Wave, Tencent Music mentioned mostly its streaming platforms QQ Music, Kugou, Kuwo, and WeSing as partners. But who happens to be the giant in China’s gaming scene? Ah. Tencent. It's all coming together.
- by Tanya Van Gastel
Resources
Regarding the argument that virtual influencers are taking jobs away from real influencers; I've seen some dialogue about this, but...would you say Baby Yoda took away jobs from real actors? It's interesting to think about how Baby Yoda and virtual influencers are different. Or similar.
Vocaloid is singing voice synthesizer software developed by Yamaha. Basically, the vocaloid enables users to synthesize singing by typing in lyrics and melodies, and enables the existence of virtual idols such as Luo Tianyi and Hatsune Mike. To create a song, the user must input the melody and lyrics. A piano-roll type interface is used for the melody and the lyrics can be entered on each note. The software can change the stress of the pronunciations, add effects such as vibrato, or change the dynamics and tone of the voice.
How are cultural institutions going online? Spurred by Covid lockdowns, Museums bring virtual content into play, Jing Culture and Commerce
Mentioned in today’s newsletter: Balenciaga, Burberry, Coach, Dior, Douyin, Fortnite, L’Occitane, Loewe, Louis Vuitton, iQiyi, KFC, Kugou, Kuwo, Nike, MTV, QQ Music, Shiseido, Tencent Video, Wave, Weibo, WeSing, Youku.
How a Handsome Young Tibetan Farmer Became China’s Newest Internet Celebrity
by Ginger Ooi
A month ago, he was an unknown Tibetan farmer, but within a matter of weeks Ding Zhen has shot to internet fame in China, with all the commercial potential that entails. After a nine-second video — just a close-up shot of Ding Zhen’s smiling face as he walked with mountains in the background — was posted to Douyin (Chinese TikTok) by photographer Hu Bo, it became a viral sensation (thanks to the platform’s algorithms), racking up millions of views and a huge fan base for the 20-year-old, whose good looks and winning smile spawned dozens of hot searches across Chinese social media platforms.
Within two weeks of Ding Zhen’s short video debut, Douyin and Weibo each reported that topics with his name had surpassed 1.5 billion views, and he has amassed more than 1.3 million followers on Weibo so far. Ding Zhen’s fame has been amplified by shout outs from social accounts affiliated with state media such as Xinhua News, People’s Daily, and CCTV, and may also reflect a weariness among fans with the cookie-cutter appearances of more conventional celebrities, as well as the scandals that have plagued many favorites, from Xiao Zhan to members of boy band R1SE.
Ding Zhen’s county in rural Sichuan province was quick to tap his growing fame. The Litang cultural and tourism authorities signed him as a local ambassador and filmed a lavish promotional video, “Ding Zhen’s World”（定真的世界), that has been viewed more than 20 million times on Tencent Video and Weibo.
So far, Ding Zhen says he isn’t trying to wring the most amount of money from his newfound popularity in the shortest amount of time, and has reportedly declined invitations to take a turn at e-commerce livestreaming. However, he has trademarked his name, along with “Ding Zhen’s World,” though that could be a protective measure to prevent anyone else from attempting to engage in trademark squatting by filing first.
Some fans are hoping to see him take to the stage in the next round of idol competition shows set to air next year, such as Tencent Video’s “Produce Camp” (创造营), while others have expressed concern that he may not be suited to the traditional celebrity lifestyle.
CCI Take: Every Marketer Can Learn Something From KFC
by Avery Booker
Of all the international brands that Content Commerce Insider has profiled in 2020, perhaps none has proven as adept at smoothly incorporating content-commerce into its global marketing mix as Kentucky Fried Chicken. While less sophisticated than a Balenciaga or Loewe, and less polished than Shiseido or Nike, KFC has proven time and time again this year that it has its finger on the pulse of how content is consumed and how it can drive long-tail purchasing behavior.
KFC keenly understands that a consumer who is entertained is far more likely to develop positive feelings towards a brand and, the thinking goes, will eventually translate to revenue. And what KFC also understands is that, if you give this potential customer many avenues to spend — both within and outside of a brand’s core products — you’ll be even more likely to get their hard-earned money.
Where KFC provides a lesson for any marketer, regardless of country or industry, is in its reach into virtually every nook and cranny of content-commerce. KFC has shown a complete openness to try everything, and in the process either validating a nascent trend or creating one from scratch, with other industry leaders struggling to keep up.
Read the full article on Content Commerce Insider
Brand Collab Pick: Three Powerful Luxury x Artist Collaborations From 2020
In luxury, many brands have started looking at industries such as food or online games for cross-marketing opportunities. But some are sticking to art, an industry that luxury fashion has been connected to for centuries. But with consumers starting to get collaboration fatigue, can artist collaborations still make them tick?
Spring 2021 collections saw a roster of designer-artist collaborations at the “Big Four” fashion weeks. That included Burberry’s new show, In Bloom, which was a collaboration between Riccardo Tisci and contemporary artist Anne Imhof and Vivienne Westwood, who used artworks from Chrissie Hynde and Anthony Newton as the new print.
In an overseas market like China, artist collaborations do not only show how luxury cherishes originality and supports local artist communities; they are also an effective way to rebrand:
Coach has worked with top influencer Mr. Bags in China to promote the Jean-Michel Basquiat collection on social media while also deploying regional pop-up exhibitions in luxury malls like Beijing SKP and Chengdu IFS.
Louis Vuitton included two Chinese artists in their Artycapucines collection this year. The series was also in its Wuhan exhibition, See LV, and attracted social posts from fashion watchers, who were learning about artists they might not have known otherwise.
Dior’s fifth edition of the artist collaboration Lady Dior Art in China was unveiled as an exhibition in mid-November during the ART021 Shanghai Contemporary Art Fair, making the event a stop for well-heeled art lovers.
Read the full story on Jing Daily
News From China
November was a relatively slower month for new reality shows in China, perhaps because so much attention was being paid to Singles’ Day and its run-up via livestreaming and gala shows. A total of 23 new reality shows debuted during the month, according to Starlink with the majority (14) on video streaming platforms and all but five securing brand sponsors.
Two new shows with a natural affinity for branding and e-commerce integration drew the most sponsors: Youku’s youth-oriented celebrity wellness series “Health Buyers’ Shop” (养生买手店), which was produced by Alibaba Health and Tmall Pharmacy, and Mango TV’s home renovation program “Ideal Home” (理想家). Both focus on targeted areas of consumption and drew sponsors from brand categories aligned with their respective themes, health care products and home decor.
Media 360’s analysis of November’s online reality show premieres found a total of 57 brand partnerships, with e-commerce platforms, online education providers, autos, and food and beverage among the most prominent sponsors.
Four leading trends in brand integration in online reality shows from 2020, according to Rhino Entertainment:
Female-focused content has been a huge draw for brands, as witnessed by the success of “Sisters Who Make Waves” (乘风破浪的姐姐) and a subsequent trend for “she reality” programming focused on women’s issues.
Comedy has also been a valuable tool for brand marketing thanks to hits such as “Rock and Roast” (脱口秀大会) and “Deyun Laughter Club” (德云斗笑社).
The trend of “slow living” shows allowed brands to obtain deep integration into observational programming that followed celebrities going about their daily lives, such as the trio of “solo living” shows that each featured alcopop brand Rio as a sponsor.
Reality shows that take e-commerce as their theme aim to close the content-commerce loop, integrating elements of livestreaming sales such as Youku’s competition show for would-be e-commerce livesteam hosts or programs that focus on product curation and recommendation.
News in English
China’s consumer price index (CPI) fell for the first time since 2009 in November, driven by a drop in food prices. CNBC
Another first: the first ten months of 2020, designer brands opened more stores in Asia than in Europe or North America, with much of the activity driven by China’s post-coronavirus consumer recovery. Wall Street Journal
iQiyi’s VP for international business Kuek Yu-Chuang (a former Netflix exec) discusses the streamer’s global expansion strategy, including its foray into Korean drama and the impact of the coronavirus pandemic. Screen Daily
But in 2021, brands in China will have to focus more on profits as this year’s expenses from high-profile activations and competition in major e-commerce festivals are unsustainable. Campaign Asia
Alibaba’s marketplace model is struggling to gain traction in Europe, partly due to differences in shopping cultures as well as practical issues such as delivery times and a relatively small number of local vendors on its platforms. Bloomberg
The Chinese version of Tripadvisor was among 105 apps caught up in the latest crackdown by China’s internet regulator and ordered removed from domestic app stores, with no details on what violations were involved. Associated Press
The latest app cleanup is part of a broader government campaign to bring internet companies under control, as there’s a sense that the increasing reliance on digital technology as a result of the coronavirus has exacerbated problems in the sector. SCMP
Also banned by Beijing: the Hollywood release “Monster Hunter,” which was pulled from theaters due to a racist joke made by MC Jin’s character. Radii
A partnership between Japanese cosmetics review site @cosme and Tmall Global aims to help sales of Japanese beauty products in China. Nikkei Asia
A look back at how the role of women on TV evolved during the course of 2020, with far-reaching implications for the future of content. Pandaily
Nearly half of advertisers surveyed in a recent report expect that China’s overall marketing investment will increase in 2021. Dao Insights
Planning to work with Chinese influencers in 2021? Here’s a timeline and calendar of key marketing events throughout the year. Parklu
Dig your own treasure: Chinese consumers went wild for the recent release of the Henan Museum’s archaeological-themed blind boxes, which sold out in 30 minutes. CGTN
Necessary steps and important considerations for protecting IP when selling on Chinese e-commerce platforms. China Law Blog
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