The latest data shows that in the first quarter of this year AR/VR global investment plummeted by 80%, and the VR that was pushed into the upsurge last year suffered a cold spell. Shangchao has become a new battlefield for VR counterattacks. VR mini-KTV, VR experience halls, and VR hardware have become the new favorites of VR. However, the reporter recently discovered that the experience of many VR devices in Shangchao is not good, and even as a one-off consumer product, consumer trust in VR products is being consumed. Originally intended to use VR to re-strength VR, still does not change the "flowers" of the true nature?
Figure fresh? VR visual effects into a girl
The self-proclaimed domestic first VR mini KTV with VR helmet and content has appeared in Beijing recently. Mini KTV loading VR effects, can play what new tricks?
The reporter went to Xidan Joy City to find out. There are two VR mini KTVs in the eight-story game city. It looks like a closed glass room. The appearance is no different from that of an ordinary mini-KTV, but there are only a few VR helmets. Scan QR code to pay for mobile payment, according to the length of charge, the lowest price of 29 yuan for 15 minutes, 100 yuan for the most high-end one hour, the price is higher than ordinary mini-KTV. You cannot search for songs while clicking songs. Tracks are differentiated according to VR scene types, such as concert scenes, dance scenes, and sports scenes. The number of songs in each category ranges from a few to a dozen.
After wearing a helmet and headphones, you can start singing by picking up the microphone, but the picture you see is not the song MV. Singing "Serious Snow" is in front of the iceberg aerial photography, "Run" is a ski video, "Little Lucky" moves the scene to the street and the subway, all VR scenes are somewhat rough.
The lyrics of a single line, the inability to record and share, the poor comfort of the helmet, and the general sound experience, let the public Wang Min bluntly say, “It's just a fresh play once. Wearing such a tight helmet is too uncomfortable. It's too much trouble to re-launch and wear it again."
Yang Hu, founder of Sugar Tide KTV, said: “VR mini-KTV has added new elements, but if the content does not achieve simultaneous upgrades with hardware, it will be difficult to be competitive in the market later.â€
Low threshold? Low-end hardware disguise VR
VR mini KTV does not currently cooperate with the music copyrighting parties and therefore does not obtain content that is compatible with the songs. The "viewing singing" model is highly tempted. The lack of quality content is exactly what the VR industry is currently facing.
The reporter has repeatedly come to Chaoyang North Road, a commercial VR experience hall, where few people care. According to the staff, most experience projects are adventure games. There are mostly new guests and children coming to play. “There are almost no repeat customers.†According to a VR practitioner, “Many VR companies’ technologies are actually 'water'. Only rough panoramic video and very basic survival games can be made. The VR threshold of Shangchao is low, and these companies are eager to make profits and they don't pay much attention to technical details."
Statistics show that China's current VR offline experience stores have exceeded 3,000, 70% are small egg chairs. However, the owners of a number of VR egg chairs reported that they were able to see information about the resale of VR egg chair equipment within the industry communication group every day, but few people were willing to accept the tray. Not many passengers, so that as the vanguard of the experience of the VR line egg chair suffered a crisis of survival, egg shopping malls in major shopping malls are facing profitability problems.
In another digital supermarket area, there are few people in the VR hardware area. Most of the VR boxes here are around $100 or less, and some are used as promotional gifts. Businessmen say that the cost of many VR boxes is around $10, and some start-ups' "brand" VR boxes are also ordered and branded directly from these manufacturers. Look closely, it is actually a box plus a lens, insert the phone can see the video content, just rely on the lens to enlarge the display, people look at the image occupies the entire field of vision, there is no application of VR technology, just a "mobile phone rack." Some of the three non-manufacturers seized the psychology of the user's plans to be cheap and inexperienced, and allowed VR products that were not well-matched to enter the market.
Big bubble? VR market warms up
Market research firm Crunchbase released a report showing that in the first quarter, the global venture capital investment in VR/AR was only 200 million U.S. dollars, plunging 80%. Previously, hardware sales were also unsatisfactory: In 2016, Oculus sold only 200,000 VR helmets, HTC was about 400,000 units, and Sony sold 900,000 units.
However, in venture capital circles, there is no bubble in VR itself. There is a bubble in commercial circles that use VR for business investment. Those who are hot and hot are the makers of bubbles. There are still some intelligent hardware giants and startup teams on the market that have made the VR one of the best in the industry. For example, external VRs represented by giants such as HTC have already been shown in some of VR's VR sales regions. Although eye-catching, but their price is prohibitive, such as HTC VIVE's price is close to 7,000 yuan, the price of Storm Mirror one machine is also 2499 yuan, high-quality VR hardware is often "acclaimed".
VR's capital investment and the user's early adopters are in a slump, but the market after devoting foam will accelerate on the right track. According to Li Jing, general manager of Skyworth VR&AR Business Unit, this year the industry-wide bubble has been gradually reduced, VR applications have begun to take root in various industries, and the volume of orders has also increased, which means that the real VR market demand has warmed. Many practitioners stated that the VR industry needs self-improvement to create an environment that is more conducive to software development and product popularization. As a superb display platform and customer carrier, Shangchao will better educate the market and promote VR takes root.
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