The 2022 China consumption trend report recently released by Zhimeng consulting organization points out that metaverse opens consumers’ imagination of the future of full sensory, immersive and open network connecting virtual and reality anytime, anywhere.
At the moment of the “metaverse” concept fire, Internet giants have taken the opportunity to create virtual people, and brands also innovate in content and marketing through virtual and real Internet. Whether virtual idols as a bridge between virtual and reality are in the ascendant, or various immersive experience waves are popular, in today’s society, everyone wants to have a rich self, one shuttling in the virtual world and the other wandering in the real world. Driven by technology, virtual reality will eventually be boundless and virtual reality will be interdependent.
From 1.0 to 2.0, virtual idols are also advanced
If the first tone future created in the period of the prevalence of secondary meta culture created the 1.0 era of virtual idols, then after a bumpy growth period, since 2021, virtual idols have ushered in the 2.0 era under the tuyere of “metaverse”, and super realistic virtual people infinitely close to human images began to rise.
The second outbreak of virtual idols is not accidental, but the inevitable development brought by the rise of generation Z consumer groups. They grow up in the Internet era, immerse themselves in the virtual world and pursue a rich spiritual world beyond reality. For brands, the pursuit of virtual idols by young consumers also brings new opportunities for brand marketing.
According to the 2022 China consumption trend report (hereinafter referred to as the “report”) released by Zhimeng consulting, 35.9% of consumers believe that virtual idols can actively promote the positive image of enterprises. Among these consumers, the number of people after 00 is the largest, accounting for 63.6%, followed by 95, accounting for 41.5%. On the whole, the younger the consumer group, the more positive the value recognition attitude of virtual idols.
In the future, virtual idols need to be redefined by integrating into the brand in order to play a greater value. The survey shows that 48.4% of consumers believe that whether they have strong exposure and become “explosive” is the key factor for the success of virtual idols. Therefore, how to create “explosive products” in the field of virtual idols is one of the important directions of brand exploration in the future.
Metaverse on stage, digital world reconstruction
In addition to virtual idols, metaverse is also a key word that cannot be escaped in 2022. After roblox, a sandbox game platform, put the concept of “metaverse” into the prospectus in March 2021, known as the first share of “metaverse”, Facebook changed its name to meta, triggering extensive discussion in the global capital market and Internet industry, forming the phenomenon of metaverse.
But in fact, up to now, for ordinary people, they still know little about metaverse. Many people still only hear the word “metaverse”, and people of different ages have different attitudes towards “metaverse”. The report shows that 47.9% of consumers heard “metaverse” for the first time and held a negative attitude, of which 72.7% were after 00.
For the market, if a technology concept that claims to reshape the social ecology is not understood by the public, it is difficult to form a basic public opinion cognition, and it is difficult for the brand to attract consumers through the concept of metaverse. The report shows that when it comes to “metaverse”, 20.7% of consumers think it’s just a marketing gimmick. Consumers still don’t know what to do with “metaverse”, and it will take time for it to be truly popularized.
Nevertheless, the birth of metaverse gives this era a new driving force, drives the rapid operation of digitization, and promotes the “have to move forward” of industry and investment. Therefore, with the development momentum of metaverse, we can also disassemble the marketing possibility of virtual reality.
First, from real to virtual, based on the imitation of the virtual world to the real world, by building an immersive digital experience, enhance the digital experience of real life, and emphasize the digitization of real experience. Second, from virtual to real, beyond the imitation of the real world. Self creation based on the virtual world can not only form a value system independent of the real world, but also have an impact on the real world, emphasizing the realization of the authenticity of digital experience.
It’s hard for people to predict the impact of metaverse on the future, no matter what kind of Carnival it will bring. However, brands should strive to maintain rational cognition and not drift with the tide.
As a trend marketing company that has long been paying attention to the changes of global and Chinese business trends, Zhimeng consulting agency will produce an annual report on China’s consumption trends every year to continuously predict the trend changes of China’s consumer market. Through in-depth research, rich data, three-dimensional cases and forward-looking trend interpretation, the 2022 China consumption trend report summarizes the annual trend keywords and foresees the top 10 consumption trends in 2022.
Zhimeng’s 2022 China consumption trend report points out that in 2022, consumers pay more attention to “inward exploration”. They are moving from pursuing external symbols to deep “inward exploration”, paying more attention to self construction and growth, advocating a simpler life, exploring simpler interests and pursuing a more pure self.
The key words of consumption trend in 2022 are “return” and “pursuit”. At the same time, after in-depth research, Zhimeng consulting organization also foresees the top 10 consumption trends that will appear in 2022, which are: internal bloom, sensory nourishment, sense of control consumption, brand mind, evolution of domestic goods, quality lazy life, extreme low reduction, rebirth of leisure goods, cocoon breaking of content, and virtual reality.