According to statistics, there are currently about 300 companies in the country dedicated to the development of VR/AR industry, and about one-third of VR/AR companies are located in Shenzhen. Shenzhen is also drafting the Shenzhen Action Plan for Promoting Virtual Reality Technology Innovation and Industrial Application to further support the development of the VR industry. By September, Shenzhen’s supporting policies for the VR industry will soon be introduced. What is the status of Shenzhen's VR/AR industry and how will it develop in the future?
From Facebook's $2 billion purchase of Oculus in 2014, the VR industry boom was launched. This year, Nintendo Pokemon Go, the AR game, is booming. As the carrier and portal for next-generation information interaction, social networking, and other applications, VR/AR has been the most popular Internet in recent years. Concerned topics, and Shenzhen, known as the "electronic manufacturing trade capital," Shenzhen naturally can not miss this new wave of technology. At present, there are a number of start-up companies in Shenzhen who have been engaged in the research and development of VR/AR. Meanwhile, large enterprises such as Huawei, ZTE, Tencent, and TCL are also optimistic about this field. They are actively investing, and they have mature supporting advantages in the industrial chain. Shenzhen's VR/ The AR industry is at the forefront of the country.
But what exactly is the status of Shenzhen's VR/AR industry and how will it develop in the future? The reporter visited many VR/AR companies in Shenzhen, screens, chips and other key components supply chain and Shenzhen foundry companies and other resources within the circle, focusing on Shenzhen. At the stage of VR/AR industry scale and development trends, in-depth dialogues and exchanges; sort out Shenzhen's VR/AR industry map.
I. Overview of Shenzhen VR/AR industry: hardware-based, rapid development
According to statistics, there are currently about 300 companies in the country dedicated to the development of VR/AR industry, and about one-third of VR/AR companies are located in Shenzhen. However, there are mainly VR/AR hardware companies and fewer software content production companies.
In terms of overall industrial structure, Shenzhen VR/AR industry chain is in a pyramid structure, based on hardware (VR helmets, AR glasses), to third-party components -> Industry Solutions -> Offline Experience Store -> App Store Finally, guarantee the content output. However, a mature VR/AR market should be an inverted pyramid structure supported by several major hardware manufacturers.
Of course, this is mainly determined by the stage of VR/AR industry development and Shenzhen's own unique industrial structure. On the one hand, the current VR/AR industry is still in its infancy, and it is inevitable that the industry will be dominated by hardware. The foundation for the development of the application is laid; on the other hand, Shenzhen, known as the "Hardware Entrepreneurial Paradise," has the most complete peripheral supporting industrial chain at home and abroad. Shenzhen VR/AR companies have more poles in hardware than cities like Beijing and Shanghai. The big advantage, basically all the “hard†issues that VR/AR hardware startups need to solve, can quickly get system solutions here, which is why Shenzhen VR/AR hardware industry is developing so rapidly.
Second, Shenzhen VR / AR hardware: industry polarization, mobile VR outbreak
Shenzhen's VR/AR hardware brand companies have two branches, one is a VR/AR core technology startup company and involved in VR/AR large enterprises, such as R&D Asia's first “immersive virtual reality helmet 3 glasses, possesses chip technology and Huawei has strong R&D and manufacturing capabilities, and is the first company in China to apply AR smart glasses to industry and training companies such as Shenzhen Green Orange. They have the advantage of VR/AR, in addition to brands and users. The most important is technology and With years of accumulation in the supply chain, they are able to quickly follow up on market opportunities and gain market leadership, so they are also more resistant to polishing their technologies and products to ensure a good user experience while laying out the ecosystem.
Another type of representative of VR/AR hardware companies in Shenzhen is small and medium-sized companies. Most of them have developed hardware research and development experience in mobile phones and tablets, and they have dared to break through and create the new (Zhai) main force. As the most sensible class of people in the iterations of previous categories of consumer electronics, from the 2008 MTK cottage function era to the Android cottage machine and then to the smart bracelet watch of 2014, they all rushed into a product that was cheap and numerous. At the front of the shipment, the opportunity for this wave of VR hardware is no exception.
Of course, the cottage manufacturers adhering to the concept of “making quick money and seeking speed†will naturally not be confronted with high-tech and expensive PC-based VR helmets and AR smart glasses. They all focus on the business of VR hardware industry. The more mature category - mobile VR products. This also led directly to the explosive growth of the mobile VR product market.
Foreign Artist Venture Beat has reported that China currently has at least more than 100 VR helmets, the vast majority of which are low-end VR boxes from Shenzhen, and the lowest cost is a few dollars. While the low-price strategy is in full swing, the unit price of RMB 20 to 30 also stimulates more consumer purchases. According to statistics, the shipments of VR boxes from the original mobile phone, tablet PC, and wristband manufacturers have reached a total of 10,000 units. It can be said that the VR box market has been shuffled, and the next one will be Shenzhen seconds out will be a VR one.
Because the VR integrated machine needs to integrate all the display, calculation, storage, and power modules into the head-mounted display device, the technical difficulty is relatively high. Therefore, the former Shenzhen Shanzhai manufacturers are less involved. However, with the launch of Qualcomm, Rockchip, and QuanZhi chips, their respective VR-one chip solutions, plus assistance from hundreds of Shenzhen-based solution providers, this is no longer a problem. For software systems, there are Niniru, Fireworks Workshop, 3DVstar, etc. provide specialized VR systems. Coupled with Shenzhen's perfect OEM and sales network, the last kilometer of Shenzhen's cottage VR machine industry was also opened. As a result, many mobile phone and tablet manufacturers have started to transform their VR machines into one. This force is also extremely alarming. At the beginning of this year, domestic and foreign research institutes forecasted the market of VR all-in-one machines in 2016 to only 500,000 to 1 million units, and reached 7 In the month, people in the industry generally believe that it will reach 3 million to 4 million units, and optimistic estimates will even exceed 5 million units (this is 10 times that of Germany’s estimated sales).
On the other hand, the proliferation of such products has also made the experience and quality of early VR hardware very good and bad. This seems to 3galsses and other companies, for VR this industry has not yet matured, cottage products to consumers such a poor experience, like white paper was splashed with ink, which will cause a heavy blow to the industry. Some people think that the VR all-in-one manufacturers released by big manufacturers are equipped with star chips, OLED screens, and high-performance cpu, but they are really able to achieve mass production and delivery. Therefore, for now, these small companies in Shenzhen are really changing and promoting the early popularity of VR devices.
However, with the development of the industry and the gradual development of hardware standards, if such enterprises cannot achieve the transition as soon as possible, they will eventually be eliminated due to the lack of core technologies and innovative forces.
Third, Shenzhen VR / AR supply chain and channels
In terms of supply chain, Shenzhen has gathered a large number of electronic core supply chain companies by virtue of the accumulated advantages of computers, mobile phones, automobiles, watches and other manufacturing industries, including Qualcomm, Intel, ARM, and Rockchip's four major chip platform solution companies and domestic mastery. Professional induction technology company, U-King Microelectronics Technology Co., Ltd., which brings better experience to VR audio and vision, provides VR display screens such as Tianma Microelectronics and Flexo Technology, which can satisfy VR/AR startup companies from From design to proofing to manufacturing, from chips to the network to cruising to connecting sensors to materials.
In addition, more than 90% of the supply chain of the VR-based machine coincides with mobile phones and tablet computers. This means that Shenzhen's electronic supply chain can quickly transition to provide support for VR. For example, billion real estate virtual reality company (billion-dollar subsidiary) on the basis of the strong supply chain resources accumulated in the field of tablet computers, in just 25 days to make a VR machine.
If a sound supply chain is the catalyst, a wide range of exclusive sales channels has become one of the unique advantages of VR/AR companies. As one of the world's largest electronics distribution centers, Shenzhen has a strong electronic distribution network, and its well-known electronic equipment trading center, Huaqiangbei, attracts thousands of middle/foreign traders every day. At the same time, many VR/AR experience points in Shenzhen have also brought a large number of shipments.
Fourth, Shenzhen VR / AR content industry: relatively thin, opportunities still
Compared with VR/AR hardware with a complete industrial chain, Shenzhen's VR/AR content development is relatively thin. Shenzhen's VR/AR content industry is also growing rapidly. It includes China Vision, a company that deeply diversifies its VR platform and its industrial applications. It provides AR technology for children's educational products, provides VR technology for real estate content, and VR/AR technology. The snail nest technology, Wonderland Information Technology Co., Ltd. committed to the development of VR games.
Unlike mobile phones, VR/AR devices leave the contents of a plastic box pressed onto their heads. It is also destined that at least in the early days of the development of VR glasses, most hardware vendors will directly participate in the production of VR content through various forms, and some may set up their own content companies, or directly invest in strategic or acquire emerging focused VR content. The company; some may choose to establish joint ventures with existing video and gaming giants to jointly develop VR content. This gave Shenzhen a chance to catch up.
V. Summary
Shenzhen has unique advantages in VR/AR hardware: a complete supply chain, numerous solution providers, and a large number of higher-tech manufacturing plants and extensive sales channels. At the same time, in terms of content, Shenzhen is still in a leading position in the country in animation, games, new media, film and television production, creative design, and industrial design, although it is still somewhat thin. This will also provide a good foundation for the development of Shenzhen's VR content industry. Although there are many advantages, Shenzhen is also faced with the challenges of nurturing industry leaders, mastering core technologies, improving content production, and industrialization.
The Shenzhen government is also aware of this and is vigorously promoting the VR/AR industry. According to sources, Shenzhen is drafting the Shenzhen Action Plan for Promoting Virtual Reality Technology Innovation and Industrial Application to further support the development of the VR industry. By September, Shenzhen’s supporting policies for the VR industry will soon be introduced. However, whether Shenzhen can seize this wave of VR/AR opportunities and achieve industrial transformation and upgrading will allow us to wait and see.
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