VR e-commerce, VR video, VR live, VR medical... As if any industry plugged in the "VR" wings, you can quickly fly to the air.
Recently, the latest report released by market research organization IDC predicts that global augmented reality (AR) and virtual reality (VR) market revenue will expand from the current $5.2 billion to $162 billion by 2020. This means that the global AR/VR market will grow at an annual growth rate of 181.3% in the next five years.
In the face of this blue ocean, in addition to the frequent layout of giants, domestic hardware companies have also set foot in this field, in the hope of gaining a share in the large-scale commercial outbreak of VR. However, 21st Century Business Herald reporters visited several digital stores in Shanghai and noticed that the price of VR equipment ranges from 300 yuan to more than 8,000 yuan. In addition to Sony, HTC, Samsung and other brands, other unnamed brands such as VR glasses. VR box, etc. are also interspersed, the cottage is rampant.
In the view of many VR practitioners interviewed by 21st Century Business Herald, the development of the industry is still in its infancy, and some cheap cottage equipment allows users to "VR" in terms of design, details, experience materials and comfort. Understanding has become distorted. In the last year or two, it will be at the stage of user cultivation and education. After that, the industry will be reshuffled. The real outbreak is expected to be around 2018.
Cottage
Every year, Shanghai welcomes exhibitions in several industries. In the field of technology, the most striking is CES Consumer Electronics Show and ChinaJoy. The former is based on hardware terminals and the latter is based on digital entertainment.
The 21st Century Business Herald reporters observed in two exhibitions that VR has become the protagonist of the invincible. Perhaps, from the application point of view, there is nothing wrong with it. From the product categories seen at the scene, VR is divided into three categories: VR head display (+ host), glasses (+ mobile phone), and all-in-one (independent use). The host side is represented by Sony's PSVR and HTC's Vive, and the mobile side is represented by Google's Cardboard and Samsung's Gear VR.
Due to the lower cost, Storm Video and LeTV's VR products are mainly based on glasses. However, after the experience of the 21st Century Business Herald reporter, it was found that VR glasses can watch static images. Once they move, people will feel dizzy. A Sony technical engineer told 21st Century Business Herald that VR technology is not a simple display plus box. Some cheap VR glasses on the market just developed a box, but no software and hardware optimization for mobile phones, naturally caused The user's experience is not good, causing so-called dizziness.
In addition, some VR industry insiders revealed that almost all VR hardware manufacturers in China have almost no core technology developed independently. They are looking for core databases from foreign VR devices such as Oculus and Samsung Gear VR, and then do their own tuning and change.
When the 21st Century Business Herald searched for "VR glasses" on Taobao.com, it also found that quotes ranging from 9.9 yuan to tens of yuan abound. A pair of boxes with plastic lenticular lenses, plus a mobile phone, can The smartphone becomes a VR viewer. It can be said that the cottage products lead to a vicious circle of the industry. On the one hand, cheap and inferior products make the VR value difficult to be recognized. On the other hand, products such as Sony and HTC make users feel that “it is not worth spending so much moneyâ€. From this point of view, VR has a long way to go into ordinary users and families.
Zhang Yi, chairman of Ai Media Consulting, also said in an interview with the 21st Century Business Herald that the market potential and the enthusiasm of the manufacturers are also difficult to hide the embarrassing situation of virtual reality equipment. From the perspective of user contact, it is still very early in popularity, and users are not very dependent on it. For domestic manufacturers who are scrambling, more is to make hot money and quick money. “The industry still needs to precipitate and shuffle. It may be that after the launch of the products of big brands, a unified standard and quality system will be formed. These cottage products will also be phased out, and the innovative value of the products will appear.â€
Scene tie
Although VR is currently only a few geeks, it does not hinder the emergence of various imaginary scenarios around it.
In addition to the well-known games and videos, e-commerce has also introduced new ways of playing with VR. In March of this year, Taobao released the “buy+†plan, officially launching a laboratory dedicated to the exploration and development of cutting-edge technologies such as VR/AR. Not long ago, Taobao selected 72 platform sellers at the “Taobao Creation Festival†and used VR technology to transform products into virtual reality models, realizing the experience of bringing VR to simulate shopping at home.
In addition to VR shopping, VR payment has also become a new craze. In an interview with the 21st Century Business Herald, Ant Financial Services revealed that the company's VR payment technology, VR Pay, will be announced at the end of September this year, and it can complete payment in 3D scenarios within the application. In the currently publicly displayed VR consumer experience scenario, after the user places an order in the virtual store, the user has to take off the helmet and pay in reality, resulting in a bad experience. “We are developing safer iris technology and applying it to payment scenarios.â€
This means that whether in a VR game or a VR e-commerce scenario, the user may just need to nod to complete the payment. However, whether it is shopping or education or medical care, these scenarios are subject to equipment manufacturers. Zhu Jun, CEO of the ninth city, said in an interview with the 21st Century Business Herald that the biggest explosion of VR is still in the video and game field. VR has significantly improved the user experience in the game, and the willingness to pay is very high. “Only a mature profit and liquidity model can make the industry go further.â€
Even the most promising game industry faces the embarrassment of content shortages. "If it's just a piece of hardware, there isn't a game, and such a device is no one wants it." Sony Interactive Entertainment Japan's Asian executive vice president Oda Hiroy told reporters. The game content that comes with it is also the core competitiveness of Sony VR products.
It is reported that due to differences in the game approval system at home and abroad, only the approved games can be listed. At present, Sony PS VR has 14 games over. On the one hand, Sony is actively introducing more games to China, and on the other hand, it is also supporting domestic games to land on the PS VR platform.
Although the VR industry encountered difficulties in the early stages of development, it did not affect the pursuit of capital. According to the “China Virtual Reality Industry Application Special Research Report 2016†released by Analysys think tank, the amount of investment and financing related to VR content in China surged from 35 million yuan in 2014 to 240 million yuan in 2015.
According to preliminary statistics of 21st Century Business Herald, more than 60 listed companies in the A-share market are involved in virtual reality technology, and once they are involved, related concept stocks will usher in a big rise. In Zhang Yi's view, the VR industry can't be monopolized and closed. The virtual reality is in the cooperative ecosystem of hardware, content, interaction and community integration. The quantity and quality of VR content will be improved next year, content distribution. Will develop independently or become a new industry entry.
“It is recommended that hardware manufacturers avoid homogenization of VR hardware, aim at market segments, and improve content around hardware by improving technical strength.†Zhang Yi believes that by 2020, China’s VR market will exceed RMB 55 billion.
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