对汽车行业而言，消费者的变化肉眼可见。汽车市场的主流消费人群，已经从曾经的70后、80后，逐步转向90后甚至更年轻的00后。越发年轻化的客群，也为汽车行业的消费趋势带来明显的改变。
For the automobile industry, consumer changes are visible. The dominant consumer in the automobile market has shifted from 70 to 80, gradually to 90, or even younger.
汽车之家研究院《中国汽车潮流观察-兴趣向》报告指出，超过四成00后追捧虚拟化。对年轻一代的消费者而言，汽车已不再只是代步工具，汽车消费也不仅仅是简单的产品购买，作为数字原生的一代，看车、选车、购车的过程，已与他们崇尚个性的生活理念、为兴趣买单的消费方式、追求智能化科技感的品牌喜好牢牢绑定。
The Automotive Home Institute, China's Automotive Trends Watch - Interest Review, reports that more than 40% of the consumer population has become virtualized. For the younger generation, car consumption is no longer just a step-by-step tool, nor is it simply a simple product purchase. As a digital primary generation, the process of looking at cars, selecting cars, buying cars has been firmly tied to their own philosophy of life, the way they spend their money for their interests, and their brand preferences for intelligent technology.
随着消费人群的迭代，新的营销技术和营销理念也应运而生，元宇宙正在日益成为汽车品牌与年轻消费群体连接的枢纽。如何利用元宇宙数字技术刷新品牌调性，吸引用户驻足，提升品牌在年轻消费群体当中的影响力，成为了车企营销变革的首要任务之一。
With the convergence of consumer populations, new marketing techniques and ideas are also emerging, and the meta-cosmos is increasingly becoming a hub for connecting car brands to young consumers. How to use meta-cosm digital technology to refresh brand styles, attract users, and increase branding’s influence among young consumers is one of the top priorities for marketing change in automobile companies.
目前，各大车企已开始积极探索元宇宙与汽车产业的融合场景，并进行了多样化的尝试，其中，数字人成为打开年轻消费群体大门的一把金钥匙。对此，作为经验丰富的元宇宙基础平台服务商，海马云深挖数字人行业应用场景及新消费群体需求，通过具备AI交互能力的高拟真数字人解决方案为车企营销注入新的活力，帮助企业向消费者提供更好的服务与体验，创造新的营收增长点。
At present, major car companies are actively exploring the convergence of the meta-cosmos and the automobile industry, and have made a variety of attempts, with digital people becoming a golden key to opening the door to young consumers. To this end, as an experienced platform service provider for the meta-cosmos, Seamarun digs deep into the applications of the digital industry and the needs of new consumers, it provides new dynamism to the marketing of automobiles through high-intelligence digital solutions with AI interactive capabilities, helping businesses to provide consumers with better services and experience and create new income growth points.
在营销创新中 海马云数字人强调低成本、高效率
in marketing innovation emphasizes low cost and efficiency
传统数字人制作的成本高，周期长，为破解这一痛点，海马云基于自身在计算机视觉、深度学习算法等领域的多项前沿技术，创造性的将传统数字人由专业人员长时间建模制作的方式，革新为一整套简单易用的数字人创建工具。车企可以根据自身品牌调性，通过鼠标点击拖拽等简单的操作，自由创建出影视级的高品质数字人形象，也可以通过上传一段品牌代言人的视频，快速生成与真人形象一致的照片级数字分身。
In order to decipher this painful point, Hae-Maun, based on many of his own cutting edge techniques in areas such as computer visualization, deep learning algorithms, creatively modeling traditional digitalists by professionals over a long period of time to create tools for a simple set of easy-to-use digital people. Car companies can freely create high-quality digital images at the visual level, based on their own brand tone, by clicking and dragging them through simple operations such as mouse clicks, or by uploading a video of a branded voice that quickly generates digital dichotomy at the level of the real person.
通过0门槛的制作要求和高效率的生产方式，海马云将数字人的高门槛、高投入快速下调，变成普及化服务，高拟真数字人的打造时间从原本的几个月，压缩至短短的几个小时，帮助企业以不到传统方式1%的价格，快速完成高质量、个性化的数字形象定制。
Through the 0-threshold production requirements and efficient production methods, the Haima Clouds quickly downgrades the high threshold, high input and universal access to digital services, reducing the build time for high-level digital figures from the original months to a few hours, helping enterprises to quickly customize high-quality, personalized digital images at a price of less than 1 per cent of the traditional pattern.
在服务体验中 海马云数字人注重新视觉、新交互
为了让数字人更真实、细致，更具表现力，海马云基于多项自研高逼真成像技术，通过影视级3D模型重构、UV贴图、皮肤物理属性生成等方式，让数字人形象具备百万至上亿面建模的高精度细节，皮肤、发丝、服装材质细腻拟真，叠加光线追踪技术后，以逼真的光影效果实现栩栩如生的外观，给消费者带来高度拟人化的关怀感受。
In order to make digital people more real, more detailed and more expressive, hemaun, based on a variety of self-researching high-realization techniques, has created a highly sophisticated image of digital people with millions-to-billion-faced modelling details, skin, hair, clothing, fine-tempered drawings, folded light-tracking techniques, with a high degree of humanization of consumer care through re-engineering of the visual 3D model, UV tabs and skin physical properties.
仅有好看的皮囊还不够，能够实时交互的数字人才真正拥有“生命力”。海马云在数字人内核中植入了多模态AI智能驱动与交互能力，通过TTS、STA、ASR、NLP和知识图谱等前沿技术，让数字人拥有与消费者进行实时对话的能力。配合数字人表情、动作绑定系统，模拟真人说话时的肌肉动态，以超自然的动作、表情、口型，让数字人具备“真情实感”。
A nice leather bag is not enough, and digital talent that interacts in real time really has a “vital power”. Hema Clouds implants multi-model AI intellectual drive and interactive capabilities in digital cores, giving digital people the ability to engage in real-time dialogue with consumers through cutting-edge technologies such as TTS, spa, ASR, NLP, and knowledge mapping. In conjunction with digital faces, motion binding systems, mimics the muscle dynamics of the real person's speech in supernatural motion, face, face style, and digital people's sense of the truth.
在最新技术进展上，海马云数字人已经接入大语言模型，让数字人进化出智慧大脑，能够理解复杂问题并生成有深度的回答，以更自由的对话、更自然的交互、更深入的沟通，帮助车企在消费者心中建立极具科技感的品牌形象。
On the latest technological advances, Seamar Cloud digitalists have access to large language models that allow digital individuals to evolve into intelligent brains, understand complex questions and generate in-depth answers that allow freer dialogue, more natural interaction, deeper communication and help car companies to build a highly technologically sensitive brand image of consumers.
在品牌建设中 海马云数字人可塑性强、衍生范围广
技术是手段，体验是核心，但最终还需要转化为企业与消费者之间的广泛链接，才能为车企营销创造更多消费触点。
Technology is a tool and experience is at the core, but ultimately it needs to be translated into extensive linkages between business and consumers in order to create more consumer contact points for the marketing of automobiles.
在当前高拟真智能数字人的落地过程中，由于绝大多数终端设备根本无法满足此类数字人所需的高性能图形算力和AI算力，导致大量优质的数字人被困于有限的应用场景中。而海马云数字人则是长在海马云云原生技术底座之上的，通过云端庞大算力与海量计算资源、大带宽超低时延实时互动流媒体传输能力，和覆盖全国的边缘节点，海马云将超高品质数字人，流畅顺滑的推送至任意服务场景，消费者无论是通过手机、电脑、智慧大屏、车载屏、轻量化VR，还是其他各类屏幕，都能轻松与品牌数字人建立链接，帮助车企全方位触达用户，打造以数字人形象为基础的品牌及产品认知，增加品牌信任感与服务体验。
In the current landing of high-precision smart-digitals, a large number of high-quality digitalists are trapped in limited applications because most of the terminal equipment simply fails to meet the high-performance graphics and AI computing capabilities required by such digitals. Seamar cloud digitalists, who are on the bottom of the Haima Clouds technology, can easily link up with brand-sized digital users through massive cloud computing power, delayed real-time interactive media transmissions at super-low bandwidth, and coverage of the country’s marginal nodes. Seamar clouds can move super-high-quality digitals, smooth to the service scene. Consumers, whether by mobile phones, computers, smart screens, vehicle screens, light quantification of VRs, or other types of screens, can easily reach full-scale users, build brand trust and service experiences based on digital images.
●在4S店，海马云数字人可以通过学习产品信息，化身为汽车专家，根据消费者的需求推荐和讲解产品，帮助品牌创造沉浸式的消费体验；
• At the 4S store, hemaun digitalists can help brands to create immersed consumption experiences by learning product information, becoming car experts, recommending and explaining products according to consumer demand;
●在车展活动现场，一个数字人就可以承担起迎宾、介绍、深度交流的工作，为消费者带来全新智能交互体验；
• At the car exhibition site, a digital person can take on the task of welcoming, introducing and in-depth communicating, bringing a new intellectual interactive experience to consumers;
●在品牌官网，取代冰冷枯燥的文字沟通，以更有温度的数字人客服解答产品疑问，做好售后服务；
• Replacing cold text communication on the brand network to provide more warm digital clients with answers to product queries and after-sales services;
●除了升级原有的营销和服务场景之外，海马云数字人还可以应用在直播、短视频等场景中，帮助车企取得更广泛客群的关注；
• In addition to upgrading the existing marketing and service scenes, Seamar Cloud digitalists can also use live, short video, etc., to help car companies gain wider audience attention;
●甚至在不远的未来，具备真人形象和情绪、拥有智慧大脑的海马云数字人还可以进化为个人出行助理，以更亲近、更自然的人机交互操作体验，助力车企为用户打造富有情感、人车合一的全新驾驶感受。
• Even in the near future, he/she can evolve into a personal travel assistant with a true image and emotion and a intelligent brain, with a closer and more natural human machine that interacts with each other, and a driving vehicle that creates a new, emotional, human-carryed driving feeling for its users.
……
当下正是汽车行业进行产品与服务数字化升级的关键节点，谁能抢先一步顺应元宇宙数字世界发展趋势，服务更广泛的新消费人群，谁就能重构营销生产力，解锁新增长。
It is now the key node for the digital upgrading of products and services in the automobile industry, and who can pre-empt the development of the meta-cosm digital world and serve the wider new consumers, who can re-establish marketing productivity and unlock new growth.
海马云作为元宇宙基础平台服务商，多年来一直以自身核心技术为立足点，通过前沿的技术能力和持续创新推动企业实现数字化升级。未来，海马云也将会在元宇宙数字人领域继续深入探索研究，助力车企与用户建立更深层次的链接，为元宇宙在车企领域燎原“添一把火”。图片由海马云提供授权使用
In the future, hemaun will also continue to explore further research in the field of meta-cosm digital humans, building deeper links with users to create a “fire” for the meta-coastal universe in the field.
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