, which is regarded as the trend of the Internet industry, Yuelu Summit concluded on September 1. On the same day, the first special forum of the meta-universe forum for the ninth session of the Yuelu Summit - "Xiang Convocation New Universe, Combination of the Era of Innovation" was held in Changsha.
summarizes this grand event, "Metauniverse Creator Economy" is one of the core keywords. The forum not only discusses the development of the metaverse, but also initiates the establishment of the metaverse creator ecological alliance. In addition, iRe "2022 Internet Creator Economic White Paper" was also first released globally through the forum. These have climaxed the economic discussion atmosphere of creators with key elements of the metaverse and its industrial chain.
Why is the creator economy so popular?
From Liu Genghong , Dong Yuhui's popularity, and their powerful ability to sell goods, we can see that users, creators, platforms, and merchants are forming people, goods and places in a deep intertwined way in a way that forms between people, goods and places The connected business chain has led to the outbreak of a new economic model, which is what we call the creator economy.
In fact, From elementary school students to 70-year-old old men, everyone can become a creator. The coverage of creators is unprecedentedly broad, and people spend more and more time on creation. The creator economy not only presents the beauty of creativity. , The beauty of life also hides business logic and opportunities that cannot be underestimated, and is leaping towards the meta-cosmic wave of global technology.
In the theoretical system of the meta-universe by Jon Radoff, founder of Beamable, he said that the structure of the meta-universe has seven levels: experience, discovery, creator economy, space computing, decentralization, human-computer interaction, and infrastructure, among which The creator economy is highlighted.
Why is the creator economy so critical in the meta-universe industrial chain? At this Yuelu Summit, creative software A shares leader Wanxing Technology (300624.SZ), chairman Wu Taibing clearly pointed out that creator economy is the basis for supporting the content of the metaverse, connecting product applications upwards, The connection between hardware and infrastructure is a key link in the metaverse, and it is an indispensable backbone force in the metaverse.
Wu Taibing, Chairman of Wanxing Technology,
, Chairman of Yigu Tianxia Group, CEO of Huajian Function Capital, and the world's first series of "Meta Universe" Yi Huanhuan also said at the Yuelu Summit that at the demand side of the metaverse, young People's views and needs will become mainstream. This type of M generation people who are extremely demanding self-realization will generate stronger demand for "creator economy". Correspondingly, on the content side, the "creator economy" will accelerate its explosion and will occupies a more important position in the future global economy.
In addition, a meta-universe report from Tsinghua University pointed out that the bottleneck in the industrial Internet era is the inverted platform mentality. For the creator economy, people are increasingly unacceptable to the centralization of the platform because centralized platforms have strong control over traffic revenue, most creators are unprofitable, and the intellectual property rights of many creators cannot be protected. But in the meta-universe era, with the popularization of blockchain and other technologies, the problems of strong platforms and intellectual property rights will be solved, and creators' voice and ownership will undergo earth-shaking changes. It can be said that the metaverse has given millions of creators new expectations, and the metaverse has also filled the creator economy with a new imagination space, and the creator economy also urgently needs the metaverse to help complete the great leap.
01 New potential energy: 50 million people 104.2 billion US dollars, the creator economy under Web 2.0 has been redefined
022, the huge money-making ability of the top individual UGC is amazing. In June this year, Dong Yuhui became popular, bringing New Oriental , which has fallen into transformation after the industry rectification, back to people's vision. According to the latest New Oriental Performance Communication Conference, Dong Yuhui was represented by Dong Yuhui to create an Oriental Selection live broadcast room, with GMV reaching 2 billion in the past three months. Another phenomenon-level creator is Liu Genghong. During the epidemic in Shanghai, his fans increased by 70 million in one month, and Keep took seven years to accumulate 34 million monthly active users. Liu Genghong and his wife easily competed with this fitness app on their own.MCN revealed that his quotation after becoming popular: the titles are divided into 500W and 300W, the soft implants are divided into 200W and 100W, and the short video cooperation starts at 80W. The ladder of
commercialization is also deferring to some vertical middle-level creators with more "industrial interest relations". For example, the mother of a fund company has started to popularize fund knowledge on Xiaohongshu, with 500,000 fans. The annual income is nearly one million. A full-time housewife with 30,000 yuan has become a home blogger at home, and her monthly income can also exceed 10,000 yuan.
These are all silhouettes of the creator economy in the Web2.0 era. In the Web2.0 stage, Internet content creators mainly distribute their own created content through social media and other platforms, accumulate fans, and earn profits through brand sponsorship, advertising sharing, paid subscription and other models.
And what exactly is the creator economy? In iResearch's "2022 Internet Creator Economy White Paper", it is defined as follows: It can be understood as a subset of the passion economy, focusing more on the content of the Internet platform, referring to the creation tools, content distribution platforms and a series of other creators of Internet content creators. Generate financial benefits with the help of related services.
On the industry side, some top technology participants have discovered the opportunities contained in the "creator economy" more forward-looking. In 2021, the financing scale of startups in related fields has also reached US$1.4 billion. According to a report by Influencer Marketing Hub, 50 million people have participated in the creator economy worldwide, and it is estimated that the market size of the global creator economy will reach US$104.2 billion by the end of 2022.
Obviously, 2022 has become a big year for the creator economy, and its potential energy is being released at an accelerated pace.
02 new trend: Metauniverse Web3.0 era, creator economy ushered in the third great migration
From the current development point of view, the creator economy in the Web2.0 era is worth looking forward to, while Metauniverse Web3.0 era , the creator economy seems to have extraordinary stars and seas. What kind of form will the creator economy be in the meta-universe era? Before analyzing, let’s take a look at the evolution of the creator economy.
In January 11996, Bill Gates published an article titled "Content is King" and wrote: "One of the exciting things about the Internet is that anyone only has a personal computer and a modem , you can publish any content they created. "At the same time, he warned: "To make the Internet flourish, content providers must be paid for their works." This may be the earliest time to see the creator economy at present Description.
Use communication theory to learn , the development of creator economy is complementary to the development of media and platforms (carriers carried), and it is bound to be inseparable from the migration of Web1.0 and Web2.0 to Web3.0 Here we try to extract the keywords of creators' economic development from the above three stages.
Web1.0: creators are institutionalized; users passively accept information; they are unable to participate in platform construction. The 2022 Internet Creator Economic White Paper stated that the concept of Web 1.0 did not appear until 1999 with the birth of the term Web 2.0, referring to the earliest stage of the development of the World Wide Web. More typical companies include Yahoo, Google , Amazon , Sina , etc., but in the Web1.0 era, users basically passively accept content on the Internet and rarely participate in Internet construction in depth.
Web2.0: Creator personalization; platform centralization. The algorithm causes semi-passive acceptance of information. Based on algorithms and other technologies, the platform has begun to seize users' attention at high speed. This has prompted the transfer of power from traditional media gatekeepers that control content creation and distribution: news websites, publishers, record companies and film studios to Internet platforms. The platform has gained huge revenue and influence by aggregating demand and distributing content. According to market description, in 2021, ByteDance expects the advertising revenue of Douyin to be 150 billion, and Toutiao’s advertising revenue will be 45 billion, which also indirectly confirms the above statement.
Web3.0: With the help of digital scarcity, de-platform centralization, and personal platformization. The creator economy attracted more than $1.3 billion in 2021, but it was obviously not the creators who took away most of the funds.The 2022 Internet Creator Economic White Paper mentioned that in Web3.0, content creation skills are constantly popularized, creators’ ability to independently complete content streams is improved, the content industry continues to develop, and the market puts forward higher requirements for creators’ comprehensive capabilities. , creators who become independent units need more segmented and diversified services to develop and operate, and at this point the "creator" will become the "founder".
Wu Taibing’s view on the development of the creator economy in Web3.0 is even more sharp. He believes that the metaverse will usher in an unprecedented era of creativity in mankind, and the creator economic ecology will accelerate the upgrading and leap in people/goods/fields. The number of users will also increase sharply, creators' content will move towards 3D, and content application scenarios will become more and more diverse. In other words, in the metaverse Web3.0 era, the creator economy will make a third major leap; billions of creators will also make a major migration!
03 New prospects: creator economy in the era of metaverse Web3.0 , the influence of creator tools will be infinitely amplified
If you want to sort out the creator economic industry chain in the era of metaverse Web3.0, just like artificial intelligence and other The cutting-edge technology sector is also divided into three games: upper, middle and lower; its upstream is infrastructure, including blockchain, NFT, virtual currency , artificial intelligence, 5G, and the Internet of Things and other underlying technical support.
midstream is a creator tool and front-end device, including virtual digital people, lightweight 3D design tools, collaborative design tools and other creative software, virtual hosts, AI computing entities, smart wearable devices and other connected devices. The downstream of
is the specific application scenario, including news, music, games, social, sports, tourism, exhibitions, crypto wallets, etc.
However, unlike the three-layer architectures such as artificial intelligence focusing on the development of underlying technologies, in the creator economic chain, the influence of middle-level creator tools will be infinitely amplified. On the one hand, in the metaverse, if you want to express yourself, you must use the creator tools by creating images, sounds, videos, pictures, texts, data, etc.; in the era of the metaverse, creator tools are the basic skills, The influence will show changes in nuclear fission . If we do not use creator tools, it is like in primitive society that humans will not use language and text. On the other hand, the metaverse is more difficult to develop and create than the traditional 2D era. Creators are more dependent on production tools, and the importance of tools will be increased. At the Yuelu Summit, Lu Ronghui, vice president of iResearch Consulting, summarized in one sentence: "Under the wave of the metaverse, the decentralized creator economy is the basis for supporting the metaverse content, and Internet content creation tools and services are gradually becoming the creator economy The continuous development of key technologies in Web 3.0 will drive the production and consumption of virtual content, and users' demand for 3D, virtual content creation tools and services will further increase. "
Creator Tools in the Metaverse Web 3.0 Era and What is the development prospect of service? According to the PwC forecast, by 2030, VR and AR technologies are expected to bring US$1.5 trillion in GDP increments to the global economy. As a tool for empowering creators, Chinese creators are expected to participate in the global trillion-dollar market.
04 Rookies: Discover Meta Universe Web3.0 Creator Tool High Potential, these companies around the world are increasing their layout
Now, we can also see that giants in various fields have begun to explore the economic exploration of the metaverse creator and are creating The tool field is widely laid out.
From the perspective of all participants, in addition to the comprehensive giant platform, a large number of independent third-party creative tool service providers have emerged. They are also committed to the development and upgrading of new content (3D/VR) creative tools.
From a global perspective, representative overseas companies include platform companies such as Microsoft , Meta, and 3D designs include Unity, graphics processor manufacturers Nvidia, and comprehensive creative software giant Adobe, etc. In recent years, these giants have been in creator tools. Frequent actions and gained a lot of growth dividends (as shown below).
Among many overseas participants, Adobe is particularly worthy of attention. As a veteran creative software giant, Adobe has also laid out its metaverse in recent years, launching a number of 3D content creation tools and creator service platforms for creative professionals to carry out 3D design, helping creators adapt to new trends and achieve success in the next field.
In China, the representatives of the platform are mainly ByteDance, Tencent , and Tianxiaxiu; for example, ByteDance’s Douyin has launched a special effects development platform. As a special effects creation platform, this platform is also a special effects creation tool like plastic special effects creation, supporting synthesis Various 2D and 3D special effects are previewed in real time, and also have various triggering functions such as face follow-up and gesture recognition; Tianxiaxiu continues to explore the boundaries of celebrity economy and business, data-based products and derivative services, and launches 3D virtual social networking The software "Rainbow Universe" and the self-media digital collection tool set "TopHolder's number one collector".
Representative of independent third-party creative tool service providers is mainly A-share listed company Wanxing Technology, which currently has a certain scarcity. This year, the world's first large-scale immersive meta-universe creators club was launched at VidCon, a globally renowned creators conference (a total area of 110,000 square meters, making it the largest single-unit building with the richest experience in The Sandbox so far. The landmark is Wanxing Technology. Coincidentally, Wanxing Technology is regarded as the Chinese version of Adobe. Through sorting, it was found that Wanxing Technology has recently prepared for the full matrix of the meta-universe creator economy:
tool product matrix: has launched the creator economic creative software matrix, including Wanxing Miaoying , Wondershare Filmora, Wanxing Recording, etc. A star product that is popular all over the world.
virtual reality technology: 3D modeling is being explored, "virtual people" are being implemented, and the technology leap from real-person demonstration to virtual digital people demonstration has been achieved.
content resource library: its resource mall Wondershare Filmstock, with high-quality original templates, materials, and design services, empowering users to easily complete recreation.
Investment: Incubate various studios internally, invest in Realibox, the leading domestic 3D cloud platform, and gradually improve the strategic ecological layout of the meta-universe.
R&D: Last year, a technical team of more than 100 people was formed to conduct in-depth research on the related technologies and application scenarios of the metaverse.
Collaboration: In conjunction with representatives of corporate representatives such as Fengyuzhu, Caohua Interaction, Reflection of the Universe, Mango Vision, Gravitational Waves, etc., established the first "Metauniverse Creator Ecological Alliance" in China, from joint innovation of business, talent introduction and cultivation, and entrepreneurship empowerment , support for outstanding creators to help accelerate the development of the creator economy.
so firmly strives for the creator economy? Wu Taibing concluded at the Yuelu Summit that the history of the development of the Internet is the history of the evolution of the creative content ecology and the evolution of the creator economy! In the process of developing from physical space to virtual space in the meta-universe, a large amount of technology and resources are needed to empower creative expression, and the beautiful journey of the creator economy has just begun.
From the investment perspective, potential energy, trends, industry prospects, top players, scarcity, and young people are all important wealth codes, and these are fully equipped in the popular creator economy. A new era, a new wave, a new wealth code. Under the epoch-making new technology wave of the metaverse, all technological innovations related to creation, creation, and young people, whether on the supply side or the consumption side, are expected to become the new wealth-making machine of the times. .
