Source: People's Daily Overseas Edition
At the first Beijing Animation Week, Nuoyiteng Company launched the "Minimal Opera Beijing Rhyme" Peking Opera Cultural Inheritance Experience Exhibition Area. Photo by Tan Yuxin
"Now, there are more and more useful work you can do." As a national-level specialized and new "little giant" enterprise, Beijing Nuoyiteng Technology Co., Ltd. relies on virtual reality, motion capture and other technologies to actively transform and expand the market, "hold hands" with traditional industries, explore application scenarios such as digital culture, smart medical care, industrial simulation , and give technology more "place to use it".
switch to the "online" mode in time
"The new crown pneumonia epidemic has a great impact on the company's business development and product supply. Our customers are in more than 50 countries around the world, mainly serving the film and television production, cultural and entertainment industries, and provide cool virtual special effects for movies. Watching demonstrations and experiencing products on-site is an important part of customers' procurement decisions. However, the customer visit rate has decreased, and traditional offline exhibitions and other promotion activities are limited, which makes it difficult for international market promotion work to be carried out as planned." Regarding the difficulties faced by enterprises, Noyiteng's CEO Liu Haoyang is not shy about it. How to solve the dilemma with
? "We actively use digital content marketing methods to replace traditional marketing activities." Liu Haoyang gave an example: "For example, from all over the world, many musicians were invited to wear motion capture equipment, some people sing, some people play the piano, and some people play the guitar. We captured these movements in real time, and used virtual reality technology to integrate them together to create a wonderful and vivid online music performance, attracting many people at home and abroad to pay attention to this technology."
not only should the company's own technical products turn to online display, but also to expand promotion ideas for customers in a timely manner. Dai Ruo-chung, chief technology officer of Noyiteng, said: "In the past, a large part of the company's revenue came from corporate services, including large-scale offline activities such as corporate brand releases. Now that customers' needs have shifted from offline to online, the company must have the ability to undertake online needs. We actively embrace the transformation of change and have done various online live broadcast conferences, such as using virtual anchors and VR (virtual reality) live broadcasts to synthesize the final live content through special effects."
makes young audiences more "enter the show"
. I saw that Noyiteng's virtual reality experimental zone was busy, and a debugging and rehearsal of "virtual digital people" are in progress. Making "virtual digital people" flexible and free during live broadcasts has become the focus of the company's technical team's work. Seeing that "virtual digital people" online live broadcasts are becoming more popular, Nuoyiteng Company has taken the opportunity to launch solutions specifically for virtual live broadcasts, and has also designed exclusive "virtual digital people" live broadcast activities for , Baidu, and other companies.
Since virtual reality technology can empower industries such as film, television, entertainment, etc., can we try to promote the innovative development of Chinese traditional culture ? Liu Haoyang has been thinking about how to make the technology mastered by the company useful and generate value in more industries.
What is the experience of becoming a Peking Opera actor on stage? At the first Beijing Animation Week in August this year, Nuoyiteng Company launched the "Minimal Opera Beijing Rhyme" Peking Opera Culture Inheritance Experience Exhibition Area. Wear motion capture equipment and make various Peking Opera movements. On the large screen behind, virtual Peking Opera digital characters will make the same movements in real time. The details of the action are real and rich, which makes the experiencers amazed at their "virtual avatar".
If the audience wants to experience face-hooking , they can experience the facial features of Shengdan Jingchou through the reflective screen; if the audience wants to learn Peking Opera movements, they can imitate the iconic movements in front of the intelligent teaching mirror; if the audience wants to watch the play, they can watch the drama performance at zero distance on the "5G+VR" virtual stage. It is reported that Nuoyiteng Company assisted relevant departments in creating the "Peking Opera Traditional Culture Digital Asset Library", transforming Peking Opera culture into digital achievements that the audience can perceive, experience and interact with, realizing the cross-border integration of modern technology and Peking Opera culture.
"Use cool ways that young people like to achieve refreshing results.Through digital technology, the limitations of time and space can be broken, vitality into traditional culture, and attract more people to participate in the experience. Our small and medium-sized enterprises have also contributed to the spread of traditional culture! "When talking about these, Liu Haoyang's words can't hide his pride.
Looking for opportunities in difficulties
However, for many people, virtual reality technology is still "virtual". Xiao Yu, marketing manager of Nuoyiteng Company, admitted: "When we are doing marketing promotion, we will encounter many difficulties and doubts, and people are more concerned about what practical problems this virtual reality technology can solve. "
" virtual reality technology seems to have become a relatively versatile tool, and the company has the opportunity to try to cooperate with multiple industries. However, our small and medium-sized enterprises have limited resources and need to spend their money on the "blade". Which industries should we focus on to deepen customized cultivation? This is the biggest problem that the company faces. "Dai Ruofeng said, "I hope to discover the urgent needs in some industries, so that technological advantages and industry needs can be truly integrated, not only 'taste the new'. For example, in the entertainment industry, various online performances are developed; in the medical field, VR real-time remote diagnosis and treatment guidance are carried out; in sports venues, VR technology is used to make exercise more scientific. "
At Nuoyiteng Company, the author met some doctors and athletes dressed in. Seeing my doubts, Liu Haoyang said: "Virtual reality technology must collide and run-in with different industries. The company has gathered many hybrid talents from across industries, just to understand the needs of the industry and effectively help some industries transform and upgrade. "
is the vast and meticulous. In recent years, the company has penetrated into vertical fields such as sports, medical care, and industry beyond culture. "Technology is the foundation of one's own business. We hope to integrate into the traditional industry through "practice of internal skills and hard polishing" to bring new atmosphere to people's production and life. "When talking about the future, Liu Haoyang is full of confidence. This confidence comes from the technical strength of specialized and new "little giant" enterprises, and also from the outlook for the rich application scenarios of digital China. (Overseas Network Li Xueqin)
"People's Daily Overseas Edition" (October 28, 2022, No. 08)
