Men's queer business offline experience shop
In fact, the argument about VR winter has already been circulating in the industry in the second half of last year. At that time, some experts analyzed that this was just a brief adjustment process after the capital was injected in a centralized manner. However, the follow-up development exceeds everyone's expectation. The peak-to-low transition is astonishing. Just after the Lantern Festival, Facebook also reported that it had closed 200 Oculus offline experience stores, which made the VR industry already cold and icy.
How to allow ordinary people to experience the charm of VR from a close distance? Offline shop is a good idea. The original VR line experience shop that was originally sketched out has encountered an unexpected cold field in actual operation. Usually VR offline experience stores are set up in the local traffic flow of the business district and leisure district, compared with the surging crowd of shops around, VR experience stores are often customers, arrogant.
Customer's VR experience shop is just rare
During the Spring Festival, the author experienced a local VR experience shop in a small five-line city. The main equipment in the shop is HTC VIVE, with an activity platform, and the game project is similar to the theme of ski adventures. The actual experience of the author is about 15 minutes, the project experience price is 50 yuan. Yes, you read it right. A fifteen-minute game (if the technique is not good or you haven't played this type of game, you can play it normally after ten minutes). The experience cost is fifty yuan. This price is enough for most consumers. Block outside VR.
The vast majority of VR experience stores
Why the author is willing to spend 50 yuan experience? On the one hand is to want to find out what audiences in the VR experience stores in small and medium-sized cities are (in fact, the author did not see any customers in the vicinity of an afternoon, around the theater and Internet cafes and other entertainment venues It was a full customer, and on the other hand, because of the good relationship between friends and shopkeepers, there was no real money.
VR skiing is actually a combination of headshot and vibration platform
This situation is not an example. In the first- and second-tier cities, the author also visited some VR experience stores. Their main equipment is basically the configuration of the HTC VIVE+ somatosensory platform, and the charge price is also about 50 yuan/person-time. Some stores There is a preferential experience on the group purchase platform, but the actual price difference will not be too great.
A single gaming experience is also difficult to return to the $50 fare
High prices place a considerable portion of consumers who are interested in VR at the door, but the actual effect can only be said to make the VR game difficult to attract the attention of consumers again, so the VR experience shop is more like a kind of Sexual consumption, so the business is so arrogant that it is not surprising.
VR box scenery is no longer more difficult to profit from high-end equipment
Experiential store price is too expensive, but what to do with VR? Buy a cheap VR head game play! When VR was the hottest last year, the sale of VR boxes in the South China market was buzzing. The accumulated sales of the manufacturers for months have easily exceeded the 3 million mark. At the peak of the VR box, a reporter survey found that the production cost of many VR boxes is only around RMB15, but the shipping price at the retail end is more than RMB60-100. After that, although the selling price of the VR box from the white card plummets, it is around RMB 50. The selling price is still able to form strong competition with branded products.
Many cheap VR glasses are no different from Cardboard
However, with the booming supply and sales of cheap VR boxes, more and more consumers have experienced this “a plastic shell + two lenses†made of products, so bought a fresh picture, after long-term consumption of ash to become The new normality of the VR box, those who make a big fortune has already been transformed to do other things.
So what about the high-end VR device sales? At the beginning of the HTC VIVE launch, it was hard to find a machine to become a carnival for many oxen. The second-hand platform used a variety of mark-ups to sell without a bottom line. The highest bid price reached has reached more than 20,000 yuan. However, after the market became stable, the growth of HTC VIVE was slow and even stagnant, and the bottleneck appeared.
High-end VR equipment sales stalled
As for the Sony PS VR, due to the PS host's blessing, although the launch time is relatively late, the sales volume has exceeded the total of HTC VIVE and Oculus Rift. (According to SuperData's survey data, sales of PS VR in 2016 were 750,000, HTC Vive was 420,000, and Oculus Rift was 240,000)
Ordinary consumers are willing to spend 7,000 yuan to buy the iPhone, but this does not mean that they will have the same willingness to spend on VR. For most consumers, VR is totally incompetent compared to smart phones or computers, and using icing on the cake to describe VR is overstated. Restricting sales of high-end VR devices has never been the purchasing power of consumers, but rather the question of what they bought.
How the ups and downs VR rides a roller coaster
The author experienced a game called VR roller coaster. The story of the game is very simple. It simulates the whole process of passengers riding a roller coaster. However, the exquisite game screen effect has won praises from many players. In view of the author's serious case of fear of heights, the moment was scared. Urine is also reasonable. Jumping out of the game to see VR, the VR industry in the past year was like a roller coaster just starting out. It just swooped down a high point and dived down.
VR field investment scale statistics
What is the driving force for VR to start climbing upwards? The author believes that the strong promotion of capital and the wave of people’s entrepreneurship are the two most important aspects. At the beginning of 2016, capital began to enter the field of VR in large numbers, so the capital market and the VR industry began to appear irrational madness. Each VR forum was like a superstar concert, the general field was full, and the word VR instantly became a huge “cash cowâ€. .
Entrepreneurs flooded into VR industry in 2015
Of course, the frenzy of capital has also attracted a group of entrepreneurs. Some of them may really want to make some achievements in this area. Some hope that they will be acquired by big companies after they have achieved success, but more often they are thinking One vote, so that startup companies have emerged like mushrooms, all related industries have been related to the "created" one, the segmented players are also quickly followed, "who is not into the VR news, who did not enter the VR is news!"
The madness of capital and the influx of entrepreneurs hit it off, so VR began to make rapid progress. There was no technology or product. It didn't matter if there was no technology or product. As long as there was a PPT and then a press conference, even if it was successful, we entered the VR circle. So we saw it in early 2016. More than an engineering prototype or even only the PPT conference, but a normal product should have a technical iterative upgrade and perfection process is directly ignored, regardless of how PPT is unable to achieve a great technology.
The end of capital transfer and PPT naturally means closing down
When the capital market calms down, it is the dawn of the VR industry. Recalling the previous boom of O2O and P2P, it was just after the end of the Three Springs Zhu Fang, their respective doors must be found, but VR is not even just the first year has not passed all over the floor, do not know those who started cross-border involved in the VR industry What are we doing now and switching to AI to play chess?
And those consumers who were cheated by the cost of a VR box costing only a dozen yuan saw a new world of so-called VR. Even if they didn't get vomiting, they wanted to talk about this unrealistic "future black technology." When they see any new developments about VR, they will say to the people around them, "This thing is something that deceives children. There is nothing to look at."
It is people who refuse to throw the pot back and really have problems
Ups and downs, in the final analysis, the problem lies with people.
There was a friend who complained to the author: “The VR experience is so poor. It took a while to see the eyes. All of them are pixels. There is no fun in playing games. The movie experience is not as good as the projection. It is represented as the media people say. The future?†There are not a few people who hold this idea. They think that the current VR winter is entirely due to virtual reality is a pseudo-future technology, and the future scenarios of various prospects are nothing more than “speaking for new wordsâ€. So VR is inherently doomed tragedy. The other people are optimistic about VR technology, but there are still many problems in the technology such as display and positioning, but there is no doubt that the rise of VR in the future. This may be a bit messy, and the word used by a media person is "What really matters is the helmet (here on behalf of immature technology), not VR."
VR hardware and software capabilities are currently unable to support large-scale applications
In the face of the harsh winter, both the "VR useless" and "technical immature" factions point to two major pain points in VR, namely demand (application) cannot keep up with market requirements and the technology is not yet mature. The rise of VR in the future requires both efforts. Hardware and software are interdependent, and the absence of any one party also makes sense.
There is no reason why VR's pan dumping technology or VR itself is not justified. The real need for back pans should be those who follow the trend of capital and “creating†passengers. The mind is hot or follow the trend and is obviously not a normal capital market. Nor is it an opportunity for a genuine customer to wait for the opportunity to move. The ripening of capital, the influx of entrepreneurs with speculative mentality, eager to grab the leading position in the industry, rush to launch the first product, rush to promote breakthrough technologies, rush to put into immediate output, become an instant fighter The second unicorn. For 10,000 years too long, just in time, so VR rushed to a high point in an instant, resulting in worse than anyone else.
The outbreak of any technology has always been based on the unfathomable and profound accumulation in the previous period, and the accumulation is exactly what the domestic VR industry lacks most. When foreign countries are still accumulating VR technology, domestic VR technology has become known to all people; when foreign VR engineering machines just debuted, domestic companies subverted the conference has been completed; when the foreign VR team is developing application resources At the time, the domestic VR application market has more than one. However, the well-known VR box quickly became a junk, the release of subversive products has not been listed on the market, the application of a limited number of applications is still no shortage of crude construction, so VR instantly from the tall hurry to become a farce.
to sum up:
All in all, it takes time for VR technology as a frontier technology to transform from theory to actual products. Over-marketing has caused huge deviations between consumer expectation and reality. Follow-up capital and speculators have fled the market. These three factors have caused this awkward situation. . However, the winter is just a helpless self-deprecating, it is more like a sieve, sifting out the froth and speculative bubbles, people left behind should be fortunate, but also please cherish this brief silence, looking forward to the future rise of VR in the future The carnival together.
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