A review of the layout of the giant universe in 2022, and where the future lies
In 2022, we can hardly get around the topic of "meta universe". Compared with the outbreak of the meta universe in 2021, this year's meta universe presents a situation of differentiation. Some enterprises exit in the wave of the meta universe, and the resulting meta universe foam is also submerged in the development and transformation of technology and industry. However, many enterprises are still forging ahead on the road of the meta universe. The following content will answer for you.
1、 Tencent: social-driven metauniverse
Reviewing the layout of the enterprise in 2022 is not only a re-examination of the strategic layout of the enterprise, but also a grasp of the pulse of the exploration of the universe. When WeChat has been integrated into all aspects of our life, we think that this is the whole of our social life. Who ever thought that Ma Huateng had quietly laid out the social blueprint of the universe. If the previous action is to strengthen and expand the company around its own business, and is a small test of the yuan universe, it really underestimates Tencent's ambition of the yuan universe.
When people are still immersed in the TMELAND, the first music carnival in China launched by Tencent Music on December 31, 2021, which opened the door for people to explore music and interaction through digital identity, the "Super QQ" show in the 2022 Spring Festival overturned people's understanding of traditional QQ. Users can socialize in virtual space through virtual identity, which is not a breakthrough and innovation achieved by Tencent on QQ.
However, the story is not over. Tencent, which focuses on social communication, is not satisfied with the current situation. In June 2022, Tencent Photon proposed the brand goal of building a "Photonic Universe" platform, launched the brand new overseas brand name "LIGHTSPEEDSTUDIOS", and released its two sub-brands, "Photon Image" and "Photon Exploration Laboratory". This action is regarded as Tencent's exploration in animation, film and television and drama.
2、 Baidu: technology-driven metauniverse
If Tencent cuts into the metauniverse in the social direction, then the Baidu Corps led by Robin Lee has played a new role in the application of technology that they are best at. The various technologies of Baidu AI Cloud have not been formed overnight. Since 2010, Baidu has continued to deploy AI technologies. In 2018, Baidu launched the "cloud+AI" strategy to promote Baidu's smart cloud to achieve "cloud intelligence integration".
In January 2022, Baidu Superchain, a blockchain brand of Baidu, announced the launch of its first digital collection platform, thanks to the Baidu Superchain XuperChain, a blockchain technology independently developed by Baidu. In July 2022, at the Baidu AI Cloud 2022 Conference, Baidu officially released the Baidu Smart Cloud digital people live broadcast platform focusing on e-commerce live broadcast, brand marketing, interactive entertainment and other fields. This is the technology represented by the intelligent cloud behind Baidu. It is also because of Baidu's intelligent cloud platform that its shadow can be seen in many scenes in 2022.
3、 Ali: consumption-driven metauniverse
From traditional offline shopping to online and offline shopping, to the current metauniverse virtual scene consumption, Alibaba's development has witnessed the change of consumption path. In the metauniverse, Ali also closely focuses on consumer shopping and carries out the metauniverse layout.
Alibaba builds a consumption portal. Commercial business is inseparable from the "people and goods yard", which is the essential structure to facilitate supply and demand transactions. The evolution of business is the remodeling and iteration of "people and goods yard". Alibaba follows the development trend of the times and realizes consumers' immersion in the metauniverse.
Alibaba distributes and consumes virtual assets. In August 2022, the Taobao China (Alibaba Asset) platform will officially launch the "New Culture and Tourism Channel", a new digital culture and tourism asset trading channel integrating the "New Culture and Tourism Digital" collection trading and VR and AR collection trading, relying on the Alibaba Asset platform under Taobao (China) Software Co., Ltd.
Alibaba lays out virtual scenes. During the "Double 11" in 2022, Taobao Yuanuniverse appeared on Taobao App in the name of "Future City", where people can directly change their clothes and experience 3D shopping; In December 2022, Taobao plans to launch the first live broadcast room of the universe, which is expected to be released before the Spring Festival.
4、 ByteDance: Attacking the Metauniverse in an All round Way
BAT's meta universe war is in full swing, and the ByteDance from behind is not willing to be outdone. In the face of slowing performance and DAU growth, the layout of ByteDance is more like a "hungry wolf". It can be said that the meta universe action of ByteDance is multifaceted, and it is the best choice to strike with all strength when life is not possible. ByteDance keeps trying in social networking, games, meta universe portal and other aspects to find a development path suitable for itself.
In January 2022, the company launched the social APP party island to challenge Baidu's Xirang platform, providing a series of functions such as virtual image and social interaction. The silent battle between Byte and Baidu has been quietly launched. In March 2022, the ByteDance game self research team has been developing VR related content all day long. Since this year, Byte has not only invested 100 million yuan to invest in the code universe of the main universe concept game company, but also spent 4 billion dollars to acquire the game company Mutong Technology, competing with Tencent in the game field.
In June 2022, ByteDance acquired Beijing Bo Particle Technology Co., Ltd., and began to set foot in anime virtual social networking; A-Soul, a virtual idol group under ByteDance, also officially entered Pico platform and held the first VR night talk on the evening of June 17. Pico friends function was launched on June 23, further improving social attributes. It began to invade Tencent's social territory. In December 2022, the organizational structure of ByteDance game business was adjusted overnight. The original domestic and foreign distribution studios were merged into a new studio: ONE Publishing Studio, demonstrating the company's determination to enter the overseas market.
It can be said that the meta universe action of ByteDance is multifaceted, and it is the best choice to strike with all strength when life is not possible. ByteDance keeps trying in social networking, games, meta universe portal and other aspects to find a development path suitable for itself.
To sum up, the competition in the metauniverse in 2022 will become more and more fierce. Whether it is BAT or ByteDance, their respective metauniverse layout will be expanded and extended based on their own business systems, and grasp the key elements of the metauniverse: entrance, scene and content. Tencent takes community as its entry point, Baidu takes technology as its entry point, Alibaba takes consumption as its entry point, and Byte is a comprehensive attack. We can draw the conclusion that only by finding the connection between our business and the metauniverse can we catch the fast track of the development of the metauniverse.