From rapid outbreaks, product iterations to the gradual return to rationality, the VR industry has undergone major reshuffling, and the industrial structure has gradually stabilized. The iteration of hardware products has gradually entered the new quality growth period from the pursuit of speed.
In addition to the lack of landmark breakthroughs in hardware technology, lack of good content is also a key factor hindering VR from entering the mass market. At present, the VR content of the consumer market is mainly provided by content platforms based on the three major equipments of HTCVive, OculusRift, and Sony PSVR. At the same time as the production equipment, the three major manufacturers are also arranging content platforms separately.
Outside the consumption field, the application of VR technology in the industry field is not a smooth road. For the cooperation of the B-side application, many VR startups are still exploring.
Slowing industry growth
Huang Xiaojie, CEO of Storm Mirror, frankly told reporters that it is currently slowing down the product's iteration speed.
“Before we had an iteration of three months, we felt that the future would be controlled for 6 to 12 months. It wouldn't be too fast, but it would be iterated once a year, and the chip or the screen would be rapidly upgraded in all aspects.â€
The VR products on the market have slowed down the pace of iterations, turning to R&D and breakthroughs in core technologies and the development of industry standards.
The growth rate of the industry is gradually slowing down, and capital is returning to rationality. According to data from Analysys Think Tank, the growth rate of the domestic VR market in 2017 has dropped significantly, from 427.8% in 2016 to 83.2%.
In 2016, the maturity of the VR industry was questioned. Many in the industry believe that because the equipment is too large and some core technologies have not made much progress, the industry is not ready to enter mass production.
Domestic brands have also further developed their product technology by reducing vertigo and reducing weight. “Mobile VR developed rapidly in 2016, but we know that the user experience is not good enough and content is not rich enough, so although there is sales, but users do not buy it. In 2017 and in the coming years, if we want to achieve high growth, for us The need to upgrade the product experience.Rapid iteration does not necessarily work, and each generation of products has a lot of progress is the core.A few of the users care about, reduce the dizziness, how to reduce the weight, how to improve the resolution, we will take every six months It's an iterative cycle, not a simple product upgrade," Huang Xiaojie told reporters.
Last year, Google and Microsoft released the Daydream and Holographic platforms respectively, entered the VR industry, and further promoted the establishment of platform standards.
Content platform formation
Due to the insufficient maturity of the equipment and the high price of head-mounted equipment, VR video content still struggles in distribution and marketization, while the game market content is more mature.
"The first outbreak in 2C is definitely a game, because the business model is very simple. As long as the experience is good, young Chinese users are willing to pay for the game. VR movies, I think it may be medium and long-term, at least 3 to 5 years Because the shooting language and shooting methods have changed so much, it is not easy to tell new stories with new equipment,†Huang Xiaojie told reporters.
According to PricewaterhouseCoopers' forecast, the global VR market will reach 15 billion U.S. dollars by 2021. China, the United States, and Japan will become the three major markets for VR industry. With the gradual completion of the hardware device platform, the related content market will become mature. The hardware platform will be better integrated with the software content, and the game content will become the industry standard for all VR content and begin to generate revenue.
At present, the VR content platform is based on the HTCVive, OculusRift, and Sony PSVR three supporting PCs. The content of the HTCVive is mainly provided by SteamVR.
The three platforms are similar to the Android or iOS AppStore. Users pay for games while the platform gets a corresponding percentage. Feng Wenxin, founder and CEO of Gish Fish Technology, told reporters that most of the game content has reached the users through these three platforms. “The platform landscape has basically been established and there is little opportunity to be a platform. Platforms rely on promotion, publishers, and publicity. Many are like VR versions of “Resident Evil,†based on the well-known IP games.â€
Mobile VR devices lack a similar content distribution platform. Each mobile device manufacturer enters the content industry through investment to drive more consumer groups.
A difficult road
“In 2016, everyone thought that ToB could make money, but in fact the money in the industry is not good after one year.†Fang Wenxin told reporters helplessly.
When VR is chilling in the consumer market, many people in the industry have stated that VR will usher in an explosive growth in tourism, real estate and other industries. However, the development of this vertical field is not a false proposition?
Fang Wenxin told reporters, "For business users, there is no need for icing on the cake, and the need is to bring in more customers or traffic."
For brands, VR, a new technology that brings gimmicks and traffic, is the brand's creative marketing approach.
In 2014, Ford and Oculus launched a service for automotive engineers. When the engineer wears the Oculus head-mounted display, he can look at different styles of car interior trim, and look inside the car's interior parts, discuss it with car engineers around the world, and then make adjustments.
"In this immersive situation, the psychological impact on users is actually even greater. The customer value of VR advertising is higher than the value of traditional advertising." Huang Xiaojie told reporters.
For some start-up teams, working in direct contact with the brand may be difficult, but it is indeed a more feasible approach. "This approach is more reliable. Before I talked to the retailer and landed quickly, it may only sell one or two hundred devices. It is difficult to achieve the goal," said Fang Wenxin.
PricewaterhouseCoopers data shows that brands’ spending on advertising and marketing on the Internet and in various high-tech ways is gradually increasing. China Mobile's Internet advertising revenue will reach 38.7 billion U.S. dollars in 2021, and it is expected to surpass wired Internet advertising in 2019.
“A lot of big brands may have hundreds of millions of marketing dollars. They are willing to use tens of millions to do this marketing. Compared to traditional marketing methods, they are also more willing to try to demonstrate technology. Therefore, we will cooperate with some brands. , VR technology will be combined with some of their products." Fang Wenxin told reporters.
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