Can the label of the universe support the "virtual clothing" Carnival?
2022-07-13
Since last year, as a new thing in the frontier field, metauniverse has shown a strong attraction to the information industry and traditional industries, with the potential of "everything can be metauniverse". Now, the boom of meta universe is spreading to the field of "consumer goods". Virtual clothing, virtual shoes and various virtual household products came into being, and the price is not cheap. Clothes and shoes with thousands or even tens of thousands of yuan are common. One touch of the yuan universe means a sharp rise in value. The reporter interviewed and investigated whether the "consumption Carnival" in the yuan universe is an industry development trend or a concept hype. How to wear virtual clothes? Love glass embossed new Chinese dress, rose petals suspended in the air, bubble skirt with water droplets condensed into crystals, cool butterfly wings... In the yuan universe, virtual clothing has broken through various limitations of reality, from style to material. "These virtual clothes will sell out soon." Lixiyuan, a post-2000 college student, said that many virtual clothes are limited in distribution, and they are basically bought by grabbing. Recently, Li Xiyuan took a fancy to a cyberpunk style Jumpsuit skirt, but failed to grab it. Finally, she bought a Mermaid Dress and spent more than 300 yuan. After buying, lixiyuan can obtain the unique serial number on the corresponding blockchain. But the clothes can't be really worn on the buyer. Instead, consumers need to provide their own photos, which are synthesized by the designer with the virtual clothes, and finally send the photos of the buyer wearing this set of clothes to consumers. Lixiyuan has spent more than 5000 yuan on virtual clothing. "In the past, I spent a lot of time making up and choosing clothes for my birthday. Finally, I took a lot of photos, but I couldn't choose a desirable one. Now any photo can become a fashion blockbuster. Because it's on limited sale, it won't be embarrassing." Lixiyuan said. Clothing designer liuzefang introduced that the target group of virtual clothing is mainly the "digital aborigines" of generation Z. Especially during the epidemic, with the increase of online time, this group pays more attention to their image in the virtual world. On some social platforms, virtual clothing has become an art like existence. Environmental protection, sense of technology, uniqueness, inclusiveness, and social attribute labels make it popular, and the blessing of the concept of meta universe has pushed it to the wind. Why is the market bursting? From the physical form of the product, virtual clothing is just a picture, which has aroused a lot of questions and ridicule. Some netizens believe that the so-called virtual clothing is "QQ show 2.0". Many other people think that virtual clothing is no different from P-map, just like the feeling of online purchase of map repair service. Fashion designer Chen Xin said that designing a set of virtual clothes is not as simple as expected. It usually takes half a month from conception to finished products. After receiving the buyer's photos, you also need to carry out simulation alignment, environment rendering and post-processing of details in the computer according to the action of the characters in order to achieve a realistic wearing effect. Although there are many doubts, virtual clothing has been popular in the market. A virtual shoe called stepn has sold millions of pairs in a few months, with prices ranging from thousands to tens of thousands of yuan. The market potential of virtual clothing has attracted many traditional enterprises to accelerate the pace of entering the "virtual market". Adidas, Nike, Tebu and others have set foot in virtual clothing, developed products and built platforms. "It sounds ridiculous to spend real money to buy clothes that you can't touch. But virtual clothes are not much different from QQ shows that once made the post-80s and post-90s crazy, and the skin that now makes game players krypton gold. They just wear them on themselves in virtual space." Chen Xin believes that virtual clothing has always been attractive to consumers. Shenyang, a professor at the school of journalism of Tsinghua University, said: "it's like seeing a beautiful woman or a handsome man on a short video platform. You are interested in it and will pay attention to it, but generally you won't see its plain face photos. In terms of this phenomenon, our ability to pursue the real world has been reduced, but some unreal existence can attract people's attention." Fake virtual, real hype Although the industry is optimistic about its future potential, the current virtual clothing market is full of chaos. "Because the final delivery of the content is usually just a composite picture, there is a situation of fake virtual clothing in the form of p-diagram. Consumers who do not understand the production principle often have difficulty in distinguishing this kind of scam." Liu Zefang said. Some clothes are fake and hype is true. Optimistic about the possibility of value-added realization in the future, there are many "speculators" staring at virtual clothing in the market. Beijing's Lin Yikang started some virtual clothing on the little red book "R-space virtual fashion buyer's shop". "As much as you can grab, I believe there will be a secondary market soon." The reporter learned that at present, there is no secondary market transaction supporting virtual clothing in China. However, some head digital collection platforms have a secondary market trading mechanism, which makes some people optimistic about the virtual clothing "Qian Jing". "The price of some virtual clothing has been fried to tens of thousands of yuan, and the trading rules and vouchers are missing. Moreover, virtual clothing can be created without any restrictions, which is easy to generate some disputes." Liu Zefang said that the virtual clothing industry has low threshold and low cost, and has not yet formed a mature and perfect market. Many participants are still exploring, including speculation. Some experts said that the hype of virtual clothing made it lose its original meaning, and it was the industry and consumers who were hurt. Because virtual clothing is still in the primary stage of development, it still faces more uncertainty risks. For the healthy and sustainable development of the industry, we need to pay attention to adhering to the bottom line of compliance and the red line of behavior, and strictly abide by the relevant laws and regulations in the fields of information technology, data governance, financial supervision and so on. (Xinhua News Agency)
Edit：He Chuanning Responsible editor：Su Suiyue
Source：Worker Daily
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