The VR drama is hot, and a new and old industry change drama has quietly been staged around the world.
Wanda Cinema announced that it will launch 100 VR experience zones in the national theater in the next two to three years, and also open VR viewing business; Ali opened the "God of God" plan to build the world's largest 3D merchandise store, HTC Wang Xuehong announced that it will invest 100 million US dollars to cultivate VR industry And the development of ecological enterprises, and its latest earnings report in early August has been losing five consecutive quarters; Softbank's $32 billion acquisition of ARM, June disclosure has developed a new structure for the VR market; Samsung has invested heavily in the Rio Olympics VR exclusive rights to live; and Google released Daydream for VR devices... The major strategic layout of these giants coincided with the nine months of the year-to-date.
The current industry consensus is that VR and AR have the potential to become "the next major general-purpose computing platform." Especially after Facebook’s $2 billion acquisition of Oculus two years ago, this is a small company founded by a 90-year-old founder who has fewer than 80 employees and no formal products. This myth of "getting rich overnight" was born in Internet startups in the past years, and now a large amount of capital flows from the original O2O and other fields into VR. IDEALENS co-CEO Liu Tiancheng told the Economic Observer that "capital and giants rushing to the VR field are conducive to the rapid development of the entire industry, which is a difficult advantage for entrepreneurial enterprises."
Under the pain points of hard-to-break hardware technology, lack of content, and the lack of a unified platform, Sai Ningfu CEO Zhao Ning believes that today's Chinese VR companies are generally on a horizontal line, and are seeking the next round of breakthroughs, including in hardware, Content and platform are gradually exploring suitable systems for themselves, and the level of hardware technology is still far from the world's three major VR vendors Oculus, HTC, and SONY. However, in today's chaos, Chinese VR companies have their own local advantages and the backing of the national information industry. Under the guidance of national policies, the industry is undergoing some new changes. For example, some enterprises are embarking on technological innovation and research, and some enterprises are holding downstream. The industry chain is extended, and more companies are good at dancing with capital, trying to break through various limitations and problems. So, in the next era of VR that can replace smartphones, can Motorola or Apple in VR be born in China?
Hardware choice
At the end of 2015, Luo Yonghao, the founder of Hammer Technology, which recruited soldiers to join the VR field, was questioned by the industry insiders. And why did Google, which launched a low-cost Cardboard device with a mobile phone, stop high-end VR devices?
In the eyes of the politician born in 1987, entrepreneurs in the traditional field can't imagine what kind of ever-changing pattern the entrepreneurs in the VR field are facing. The company that has just been established for several years may have done more in the company's strategy. The second transformation, "now VR is in the era of mobile phone big brother, in a very unstable growth period." Qi Zheng told the Economic Observer. He was founded in 2013 and is the founder of the second phase of Ants Technology in Zhongguancun Software Park in Beijing. He has the personality of entrepreneurs of this age group – dropout, entrepreneurship, obsessed with new technology, bold and adventurous... and he is Fortunately, not only has the B round of financing been obtained, but also the mobile phone and PC giants, including Lenovo, Asus, Hisense, Coolpad, One Plus, etc., but the choice of VR hardware in the three major directions still needs him to face.
The latest report released by market research firm IDC predicts that global augmented reality (AR) and virtual reality (VR) market revenues will expand from the current $5.2 billion (over 30 billion yuan) to $162 billion by 2020 (super The trillion yuan scale). This means that the global AR/VR market will grow nearly twice as fast in the next five years.
2016 is the first year of the VR industry, but the survival status of startups is not so optimistic. The former Sina co-president and CTO Xu Liangjie shocked a group of data released by the outside world. In 2014, there were more than 200 companies doing VR helmets in China. By 2015, there were only more than 60, and the data showed that more than 70% of VR helmet companies have closed down or transformed. And this year, if there is no technical breakthrough, there will be a large number of VR helmet companies closed down.
Although well-known, the world's three major VR manufacturers Oculus, HTC, SONY also launched their own PC-end helmet products this year, which is characterized by better immersion and better experience, but the price is expensive.
In IDEALENS's view of Liu Tiancheng, VR hardware includes PC-side helmets, mobile glasses and independently operable VR all-in-ones (referred to as mobile VR helmets with integrated displays, computing chips, batteries, etc.), each with its own unique The advantages and disadvantages of which one will become the future trend is still unknown. IDEALENS, which was established in 2014, is currently focused on the VR machine and has been iterated twice.
It is worth noting that compared with foreign countries, domestic VR companies have introduced more VR all-in-one products, while in addition to Intel's just launched VR all-in-one, Samsung is preparing or naming "Odyssey" VR all-in-one, including well-known big VR manufacturers Oculus, SONY, etc. have not launched such products, and in addition to IDE-ALENS, there are 3GLASSES, Da Peng VR, Fireworks Workshop, Storm Mirror, LeTV, etc. According to incomplete statistics, about 30 companies publicly expressed To be a VR machine.
Whether the VR machine represents the future trend There are many "pseudo-propositions" in the industry. Liu Tiancheng believes that the existence is reasonable, the immersion experience of the all-in-one machine is better than the VR glasses box, and the PC-side VR display is lighter.
A set of data or side-by-side evidence of Liu Tiancheng, recently reported by IDC shows that in the market share of mobile VR and PC with host VR, Google's lower cost Cardboard type VR has a large proportion of market share. . PC helmets accounted for only 3.8%. The mobile VR all-in-one only accounted for 0.5% in the first quarter of 2016, but the growth since the first quarter was very rapid.
Compared with the IDEALENS of the VR machine, the fireworks workshop, which was born in the same year and is also involved in this, is more focused on the development and production of mobile glasses and the upstream and downstream industry chain extending from it. AntVision Technology adopts a diversified strategy of PC-side helmets, machine frames (eyeglasses) and cameras under the core path of small size, large field of view and improved resolution. And 3Glasses not only has VR mobile solutions, but also PC-side helmets. It can be seen that most domestic VR hardware companies do not dare to push the treasure in a hardware direction, but are side by side in a diversified strategy.
It is worth noting that Google has been disclosed to have stopped high-end VR devices. Previously, Google released Daydream and installed it in the latest Android operating system. The outside world is full of expectations for high-end VR devices with Daydream resource platform, while VR device manufacturing companies such as Facebook, Samsung and HTC are gradually introducing higher-priced products. However, Google has stopped the development of the device, mainly because the implementation is too difficult.
The process of choosing VR hardware with unknown risks is a torment. Oculus is backed by the big tree of Facebook, and the annual research and development costs hundreds of millions of dollars. In contrast, it is obviously difficult for domestic startups to achieve such capital investment.
Wang Jie, the founder of 3Glasses, has been cultivating for 14 years in the field of VR. He first worked as a 3D simulation project. In 2012, the virtual reality helmet was established. At that time, the company had 120 employees and an annual turnover of tens of millions of yuan. In the next two years, in order to develop VR helmet products, the company has more than 1 million yuan per month of expenses, the staff team is extremely shrinking, the financial burden is overwhelmed, and Wang Jie has a debt of several million yuan.
Whether it is a domestic venture VR enterprise or a foreign country, there is very little real profit. Take the Storm Mirror as an example. Although its VR business has given the listed company's share price a good support, its business loss is a financial for the listed company. Tired, Stormwind Feng Xin had to endure the pain, and the storm mirror and Storm Technology were stripped, and the latter's shareholding ratio fell below 20%.
Extension of the industrial chain
Many people in the industry believe that 2016 is the first year of VR, and the VR vent is coming. However, the global VR situation at this time is still a battle for many players, and the real industry hegemony has not yet appeared. The opportunity for Chinese VR companies is here. However, enterprises are deeply involved in the subdivision, extension chain, and self-contained system, which is one of the operational characteristics of this multi-party melee situation.
The contact interactive company, established as early as 2007, was a company focused on the underlying development of the system. The VR business unit was officially established in 2014. The deputy general manager of the company's intelligent hardware business unit and the head of the VR ecosystem told the Economic Observer. Now, the company has corresponding layouts of hardware, channels, platforms and content in the VR field, including cooperation and self-study. At the beginning of this year, the contact interaction began to help the OSVR open source platform in China, and now they are the operating and sponsors of OSVR's overall cooperation in China.
Jugong found that in his entire career planning career, he experienced three open source platform alliances. The first time was the PC era. The graphics card manufacturers were competitive. At the time, there was a PC graphics evaluation company in Finland. There is an open source alliance that allows all IC companies, hardware companies, chip companies, and software companies to join and submit performance evaluations to find cost-effective solutions. The second time is the era of smart phones. The start-up Google wants to push Android system around the world. At that time, there were competitors such as Saipan, Windows and iPhone. Google’s model is still an open source platform, including mobile phone manufacturers, chip companies, and content. Companies, global operators, etc. have joined in, thus laying the current Android ecosystem, the first two open source alliances have been verified to be successful, and the third is the OSVR open source platform in China. If it can be well landed, it means that the contact interaction is open to the entire industry chain of software and hardware platforms and content.
It is worth noting that the operational logic of contact interaction is not a case. Many VR hardware companies are also extending to the platform and content, trying to use the hardware technology to continuously iterate innovation and platform construction, cultivate content developers and other forces to change the industry today. The embarrassing situation of "external heat and cold inside".
For example, 3Glasses has vowed to be the "world's first VR platform". Yang Junrui, vice president of the company and deputy general manager of Weier Technology, revealed that he has contacted thousands of content developers since 2014 and his mission is to better Serve these developers, make content and hardware fit more, continue to iterate hardware products, and constantly enrich content resources to achieve user's early education.
Another hardware company, Fireworks Workshop Marketing Director Li Meng told the Economic Observer that the Fireworks Workshop has been deeply immersed in the mobile VR underlying algorithm. At present, the company has mastered the core technology ATW algorithm and anti-distortion algorithm for mobile VR. The company mainly develops mobile VR systems and platforms, extending from mobile VR platforms to hardware, but there is no satisfactory mobile VR equipment on the market, so in the frustration, it began to improve its industrial chain system. Nowadays, it is a technology-driven startup that integrates mobile VR glasses, mobile VR platforms, and VR content.
As for IDEALENS, the founder, Dr. Song Haitao, participated in the pre-research work of Google Glass (Ax 0240) when he was studying at Georgia Tech. Later, he returned to China to start a business as a VR company. The CEO of IDEALENS Co., Ltd. Liu Tiancheng recalled, "That It was very bitter, and it was the earliest algorithm and technology. Later, it had its own products. At present, the company mainly focuses on VR, so we are open-minded and strive for cooperation with friends. OEM and ODM are also developing in the future. Focus."
In addition to cooperating with a number of mobile phones, in June this year, Ants and 360 peppers reached a live broadcast to open a new live broadcast mode of “VR+liveâ€, which was considered by ants to provide technical and hardware support; this year’s European Cup, Ants cooperated with CCTV to launch the European Cup VR zone with VR technology and test the “sports + VR†mode. In addition, Ant has built an ant hall on the content, and can also access the game on the Steam platform. Technology development is also being carried out in AR glasses, holographic smart glasses, and optical stealth.
In fact, in the field of 2B, there is no shortage of companies that have established earlier and lively, and Xiu Bifu CEO Zhao Ning revealed to the Economic Observer that the company has extended from the more traditional 3D cinema, 4D cinema, dynamic cinema, dome theater, and later to VR. Theme parks, last year we hesitated to do helmets and eventually give up because of our genes and advantages in 2B's large-scale application solutions. Founded in 2002, Zhongshidian has done more than 2,000 projects from the very beginning of VRP's virtual real-world engine to today's in-depth development of human-computer interaction engines, computer vision, and motion capture systems.
Another slanting enterprise is Guangdong Virtual Reality Technology Co., Ltd. Most VR devices are more focused on output display technology, but interaction is also very important in VR, and there is no real definition of the current interaction mode, its marketing director Huang Kaimin told Economic Observer, the interactive method should be said to be a hundred flowers, there are bare hands recognition, speech recognition, handles, etc., considering the current market situation and people's usage habits, we believe that the handle will become the mainstream of VR interaction, so we are mainly As a mobile VR input device, this product is currently mainly combined with B-side customers to provide input solutions, which are popular among manufacturers due to their accuracy and cost performance.
Dance with capital
According to estimates by Analysys International Enfodesk, virtual reality (VR) revenue in China will surge by 372.2% in 2016, reaching 850 million yuan. The data shows that in 2015, the revenue of hardware, software, content and other equipment related to virtual reality technology in China reached 180 million yuan. Compared with 2014, it has nearly quadrupled, but this growth has not yet reached its peak.
More provoked by Chinese VR entrepreneurs, as early as two years ago, Facebook’s $2 billion acquisition of Oculus created a miraculous “mythâ€: the founder of Oculus, after 90, dropping out of school, starting a business, being sought after by capital, and getting rich overnight... ...
Although 2016 is the first year of the VR industry, this does not mean that the VR development track was not long enough. In the 1960s, Ivan SutherLand, the father of virtual reality, published a paper titled "The Ultimate Reality", describing VR technology. The concept of virtual reality was proposed by the American VPL company founder Lanier. In the 1990s, Nintendo launched the VR device in the civilian market but was cold-stricken due to immature technology. In 2014, Facebook acquired the Oculus event for $2 billion, allowing capital and Volkswagen has a strong interest in VR and set off a new wave of VR.
Zuckerberg said, “One day, immersive virtual reality will become part of the daily lives of billions of people,†and Chinese VR entrepreneurs who are eager to advance in technical difficulties and capital enthusiasm have never doubted. The authenticity of this sentence, relying on the huge local consumer groups and the strong information industry foundation, they are looking for their own living space from various angles such as technological innovation, upstream and downstream extension and dance with capital, in order to eventually become VR. The field of Motorola or Apple.
It is worth noting that international giants such as Face-book, Google, Intel, Samsung, and domestic BAT, as well as mobile phones and PC companies such as Huawei, ZTE, Lenovo, and Asus are gradually acquiring VR through self-construction or investment. Admission ticket. The capital investment situation reflects a major trend in the VR field: startups have concentrated on the hardware field before, but since the beginning of this year, there has been a big change. According to incomplete statistics from the China Research Institute, from the number of investment cases in the VR industry, the investment in hardware equipment accounted for 53% last year, and fell to 29% in the first half of this year. Last year, the content was 36%, and the distribution platform was 11%. In the first half of this year, the content production and distribution platforms rose to 50% and 21% respectively.
Because there are not many high-quality projects in China, many capital giants have set their sights on foreign countries. According to statistics, in the first quarter of this year, the company invested 1.7 billion US dollars in the VR/AR field, of which nearly 1 billion US dollars came from China. More than half of this $1 billion is spent on VR/AR companies abroad.
Another good news is that at the beginning of this year, the Institute of Electronic Technology Standardization of the Ministry of Industry and Information Technology issued the "Virtual Reality Industry Development White Paper 5.0", which pointed out the bottlenecks and problems faced by its development. This will be to speed up the development of the industrial development road map, establish and Improve the industry environment of the relevant standards system and help the healthy development of the VR industry.
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