Zheng Yicheng, general manager of Yuanmeng Studio, a subsidiary of Tianyu Digital: What did Tianyu do right when she came out of the circle? | WISE2022 Metaverse + Game Industry Innovation Summit

How did the first person in the Metaverse “Involution” become?

Metaverse and games can be seen as different application domains of virtual worlds. Before the concept of Web 3.0 became popular, the Metaverse favored interaction and collaboration, while games paid more attention to the user’s sensory experience. When various industries began to discuss what is the mainstream in the next Internet era, 36Kr found that “symbiosis of virtual and real” has become the consensus of industrial development. From August 2nd to August 3rd, 36Kr successfully held an annual summit in Beijing with the theme of “Symbiosis of Virtual and Real, Endless Future”. This summit brings together experts in the fields of games, Metaverse and Web3.0 to discuss how to open the “endless future” of mankind’s next digital age.

As the organization behind Tianyu, the first digital virtual human with a popular culture going overseas, Zheng Yicheng, general manager of Yuanmeng Studio, a subsidiary of Tianyu Digital Technology, published at the summit “Culture + Technology” Decoding Chinese Virtual Human IP “High-quality Development Path” keynote speech, sharing Tianyu Digital’s keen insight into the Metaverse economy and grasping the opportunities of the digital economy, the analysis of the two tracks of virtual digital human R&D, production and IP incubation and operation, as well as the virtual digital human business. The future layout of development.

Zheng Yicheng, general manager of Yuanmeng Studio, a subsidiary of Tianyu Digital: What did Tianyu do right when she came out of the circle? | WISE2022 Metaverse + Game Industry Innovation Summit

Zheng Yicheng said that Tianyu Digital will launch the self-developed SaaS platform “Yuanxiang” at the end of August and early September. Users can automatically generate personal avatars by uploading photos and other digital assets, and can also realize private customization services.

The following is the transcript of the speech:

I am honored to be a sharing guest of this summit. The theme I share today is “”Culture + Technology” Decoding the High-quality Development Path of Chinese Virtual Human IP”.

First of all, let me introduce Tianyu, the first Chinese-style virtual person whose culture goes overseas. Tianyu, a digital person from Dunhuang frescoes, came to the world to find fragments of Dunhuang frescoes scattered in the world, to reproduce the prosperous and colorful, and was the first virtual person whose culture went to sea.

It has been three months since Tianyu was launched. Since its launch on April 22, Tianyu currently has more than 3 million fans on the entire network, and related topics have been played more than 350 million times.

Zheng Yicheng, general manager of Yuanmeng Studio, a subsidiary of Tianyu Digital: What did Tianyu do right when she came out of the circle? | WISE2022 Metaverse + Game Industry Innovation Summit

Just now, Mr. Liang mentioned that the virtual character Liu Yexi is on the hot list on the short video platform. In fact, Tianyu is also on the hot list. Basically, as long as a video is posted, it will be on the hot list. This is the Douyin Phoenix Costume Challenge we participated in a week after Tianyu went online. After Tianyu posted the video as the starting lineup, it took 3 hours to be ranked No. 1 on the Douyin Challenge List and Douyin Hot List. The number of online viewers It has reached 60 million people, and the follow-up Tianyu Dunhuang imitation, the 520 heart video in cooperation with Xinhuanet, the Great Beauty China and other activities, Tianyu has repeatedly been on the hot list.

Zheng Yicheng, general manager of Yuanmeng Studio, a subsidiary of Tianyu Digital: What did Tianyu do right when she came out of the circle? | WISE2022 Metaverse + Game Industry Innovation Summit

When it comes to culture going overseas, we are also updating videos on Tiktok, which will be localized for overseas users. Up to now, the number of fans of Tiktok has exceeded 110,000, and the total number of broadcasts has exceeded 1.2 million. Tianyu has been out of the circle abroad, and many overseas beauty experts are imitating Tianyu’s makeup.

In addition, Tianyu has also received collective praise from many mainstream media after its launch, including People’s Daily, Xinhuanet, Guangming.com, China Daily, China Culture News, and Beijing Evening News. Among them, Xinhuanet’s article “Empowering Traditional Culture with Technology” Bringing the Millennium Dunhuang back to life has reached 530,000 single clicks.

Zheng Yicheng, general manager of Yuanmeng Studio, a subsidiary of Tianyu Digital: What did Tianyu do right when she came out of the circle? | WISE2022 Metaverse + Game Industry Innovation Summit

With the official likes, Tianyu also has many more identities:

The first identity is that Tianyu participated in the “525 Self-Care Project” public welfare activity jointly launched by Douyin and the National Health Commission as a public welfare caller. Throughout July, Tianyu’s posters were displayed on Beijing Metro Line 1. Second, Tianyu often participates in some platform activities as a promoter. The third is a linkage between Tianyu and the stars. Not long ago, Hanikezi also participated in the shooting of Tianyu’s short video. This video will also be launched this month. You can look forward to it.

Because Tianyu is taking the cultural route, since the launch, government officials in many cities have contacted us to discuss whether Tianyu can be the spokesperson of the city to help inherit the local traditional culture, and whether it can help local agricultural products bring goods. We are all in the process of further cooperation.

The next one is what I want to focus on today. Today is just the time to take this opportunity to officially announce another new identity of Tianyu, that is, Tianyu accepted the invitation of Netease’s “A Chinese Ghost Story” mobile game as the first Three Realms explorer.Today is the official announcement of the new identity of Tianyu, and we will have more in-depth cooperation with NetEase in the future.

Zheng Yicheng, general manager of Yuanmeng Studio, a subsidiary of Tianyu Digital: What did Tianyu do right when she came out of the circle? | WISE2022 Metaverse + Game Industry Innovation Summit

What I just talked about is the small achievements that Tianyu has achieved since it was launched for three months. Why was Tianyu able to break through on such a crowded Guofeng track? What did Tianyu do right? We have summarized three major abilities: the first is the modern expression ability of Chinese culture. As the first virtual digital person whose culture goes overseas, Tianyu has already locked in the cultural track at the earliest time, and going overseas with the second culture is what we must do. After Tianyu went online on April 22, the state issued a strategic opinion on cultural digitization on May 22, which means that Tianyu stepped on the tuyere of national policies and took advantage of the trend to make culture go abroad.

Just talked about the modern expression ability of Chinese culture, in addition to the positioning of Tianyu IP is the cultural going to the sea, the more important thing is its visual image. The image of Tianyu can be called a haute couture style from the details of hair accessories, clothes and hairpins. We invited experts from the Dunhuang Costume Culture Research and Innovation Design Center to obtain design inspiration from historical books, cultural relics, and Dunhuang murals, and customized Tianyu’s clothing and styling, including the Tang Dynasty maid’s flower dian and Dunhuang murals unearthed in Turpan, Xinjiang The group flowers are all reference sources for Tianyu’s visual design. But in fact, there is a balance point, which is how we combine classical Chinese aesthetics with modern aesthetics. For example, in the design of Tianyu’s collar, the zigzag shape on the collar is not on the mural. This is a change made in combination with modern aesthetics. This is also the balance we have made between oriental classical aesthetics and modern aesthetics.

Zheng Yicheng, general manager of Yuanmeng Studio, a subsidiary of Tianyu Digital: What did Tianyu do right when she came out of the circle? | WISE2022 Metaverse + Game Industry Innovation Summit

When it comes to modern expressiveness, we also need to talk about Tianyu’s four makeup looks. Now we are more out of the circle with these four makeup looks. The first one is lotus makeup, because Tianyu’s flower is a lotus flower. Lotus makeup is Tianyu’s makeup under normal conditions, which means “national peace and peace”. Many viewers said that Tianyu felt at ease and at ease when they saw lotus makeup. The second is flame makeup. Tianyu has two personalities. When Tianyu performs the task of finding fragments or needs to enter the battle state, Tianyu will turn the lotus into a small flame and turn into flame makeup. During this process, it will appear. The transition from lotus makeup to flame makeup. Tianyu’s most out of the circle is the Phoenix makeup co-created with Douyin. We just launched modern makeup two weeks ago. We made some changes to Tianyu’s ancient makeup and hairstyle. Everyone said that sister Tianyu’s modern makeup is killing.The second capability is the continuous production of creative content. Tianyu is currently launched on Douyin in the form of short dramas, including the first season of the 16-episode short drama “A Thousand Walls”, “Go”, “Bounce Pipa”, “Scarf Dance” and other dramas that have already been launched. The follow-up, including “Enlightened Beast” in “Shan Hai Jing” and “Nine Colored Deer” in Dunhuang, are selected as our first season topics and will meet with you one after another.

Zheng Yicheng, general manager of Yuanmeng Studio, a subsidiary of Tianyu Digital: What did Tianyu do right when she came out of the circle? | WISE2022 Metaverse + Game Industry Innovation Summit

In fact, we have to be extra cautious when it comes to culture. Behind each short video of more than one minute, there is a lot of work from the staff. Take “Scarf Dance” as an example. Towel Dance is a dance that is about to be lost in our country. In order to restore it For this dance, we specially invited Professor Shi Min, “the first person in Dunhuang dance in China” to re-edit this dance, so that everyone can see this more powerful dance that is about to be lost again through Tianyu’s short video. After “Skin Dance” was launched, many netizens left comments such as “Chinese culture YYDS!”

Zheng Yicheng, general manager of Yuanmeng Studio, a subsidiary of Tianyu Digital: What did Tianyu do right when she came out of the circle? | WISE2022 Metaverse + Game Industry Innovation Summit

In addition, the director of Tianyu is also the visual director of the closing ceremony of the Beijing Winter Olympics, so we are still relatively strong in the overall visual control. With the combined efforts of the entire content team, we not only hope to create good content, but also to create more innovative content and be seen by everyone. It is precisely because of our group of people that Tianyu became the first person in the Metaverse to be “introduced”. Why do many people say it is “rolling”, because Tianyu has updated 16 videos since it was launched three months ago, what is the concept? This means that Tianyu is a weekly update, and no virtual person can achieve the update frequency of Tianyu. Because the short video production cycle of virtual characters is particularly painful and long, a one-minute video needs to be produced for a month in the later stage. Many virtual characters are at their peak when they debut, and they are gone as soon as they are released. This is because the sustainability of the content is relatively high. rare.

So how did we achieve the first person to “involute” the virtual human?

The videos we give to Tianyu are divided into three groups: long, medium and short. The short play “A Thousand Walls” just mentioned is a series of Tianyu’s normal update of looking for fragments of murals. We will update some pictures in the middle of the update The heart-to-heart videos released by 520 and Xinhuanet, and we will release some festive videos during Father’s Day and graduation season.

This is the newly updated modern makeup video. These card points and cross-dressing videos make Tianyu more down-to-earth and more in line with the platform. Therefore, Tianyu’s activity on the Douyin platform is quite high.

Zheng Yicheng, general manager of Yuanmeng Studio, a subsidiary of Tianyu Digital: What did Tianyu do right when she came out of the circle? | WISE2022 Metaverse + Game Industry Innovation Summit

The professional building ability of cutting-edge technology is also an indispensable ability behind the virtual human. Our company has the world’s top light field scanning modeling and 3D reconstruction technology capabilities. After efficient and intelligent data collection, we use the company’s self-developed AI algorithm to conduct deep learning and training on the data, which can reduce the production cycle of virtual images to 50%. Above, that is to say, it can save more than 50% of the time. Finally, the realistic ability can be understood as a pore level, which can highly restore the facial nerve and limb dynamics of people when they speak. We also have a 400-square-meter large-scale motion capture booth, where we can implement a variety of comprehensive motion capture solutions, including visual capture, inertial capture, and optical capture, which can output and produce visual content at low cost, high efficiency, and in batches. , which are our core competencies. At the same time, it is necessary to mention that we also have a self-developed AI intelligent facial expression drive system. You can see that Tianyu has been conducting deep learning and training in the background, such as the detailed facial expressions such as apple muscles, corners of the mouth, and corners of the eyes. Our The intelligent algorithm can transmit these subtle expressions at a high speed, as well as the expression like the pouting expression next to him. Once it exceeds the expression range that the model can bear, its chin will automatically make an intelligent correction to ensure the final output effect of the content. It is the result of Tianyu doing deep learning in the background.

We will launch our own SaaS platform Yuanxiang at the end of August and early September. On this platform, there will be a large number of digital avatars and tens of thousands of digital assets such as makeup, clothing, scenes, special effects, etc. Worry about copyright, because all digital assets such as avatars, face makeup, clothing and other digital assets are intelligently generated by AI. After you upload a photo, the platform can generate a virtual image of your own in real time. The platform aggregates a variety of driving methods and virtual scenes. You can choose any method to output content, which is more convenient. Two days ago, a customer asked you that you have so many clothes. What if I came up to choose a dress if I bumped into someone else’s shirt? We can generate and make customized clothing, and the generated clothing will appear in your digital assets. It is convenient to carry out an intelligent application and management.

Zheng Yicheng, general manager of Yuanmeng Studio, a subsidiary of Tianyu Digital: What did Tianyu do right when she came out of the circle? | WISE2022 Metaverse + Game Industry Innovation Summit

With these technologies and the content creation capabilities mentioned above, we have incubated multiple types of virtual human IP matrices in multiple vertical fields . In addition to Tianyu, there is also the fashion IP Yan. At the beginning, he was a sapphire sleeping on the seabed. After experiencing many things, he felt people’s obsession. Now he comes to the world and uses his skills to discover people’s inner hearts. The knot can help human beings to purify the mind. Everyone said that he looked like Wang Yibo at the beginning, and now he has 730,000 Douyin fans. In the form of short dramas, each episode tells a small story to show positive energy.

Benshan is a live broadcast virtual person who talks about beauty and makeup. We call it a knowledge-based IP because there is a large amount of data and algorithms behind it, and it uses more scientific means to give you popular beauty knowledge. In the field of live broadcast, we will carry out in-depth cooperation with platforms such as NetEase Yanxuan and Yaowang. Welcome everyone to place an order in the live broadcast room of Benshan.

We have a goal. Tianyu has only been online for 3 months, and the number of fans on the entire network has just exceeded 3 million. By the end of the year, we hope that the number of fans will exceed 20 million, and we will truly become the first organization of virtual human MCN.

thank you all.

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