VR industry has been opened, the leaves gradually dry, the fruit did not fall. 15 years of eruption, 16 years of sinking, 17 years of embarrassing, from the pursuit of capital to the media's decline, after three years of polishing, VR industry left a group of self-conscious enterprises, silently wipe their own Products, quietly making high profits. Before the winds hit the hard-industry companies in the industry, most of the wind fell behind the leader in the industry, while the wind in the mouth of those who played on the stage, performing on stage performances, after the wind stopped, the leaves fell to the roots, flow elsewhere, and played a lively life.
The period experienced by the VR equipment industry was not long but left a deep impression inside and outside the industry. I will introduce the VR device industry for three years from five aspects.
In 2014, the wind of VR scraped in China. The first to smell business opportunities is a group of bosses who have been engaged in gaming devices and 5D and 8D devices for many years. This group of bosses has an advantage in the transitional vr industry, and they have taken the initiative to start from various aspects. The gold content of VR equipment is far greater than the gold content of equipment such as grabbing a doll, rolling crock, deformation armor, 5D, and 8D. With the same increase in cost, the profit growth of VR equipment is far greater than the profit growth of their original production equipment. After thorough investigations, the bosses found that VR was mainly used to view panoramic videos and play panoramic games. As for the interactive experience, the content quality has been separated from their main scope. VR heads-up and VR content are all from scratch, but VR devices are industrially based.
For game equipment companies, they only need a good head and some quality content, and they can be advertised as VR companies.
At the beginning of 15th, 3Glasses started selling and included games and videos. The bosses know that the opportunity has come and they can play. After half a year's exploration, LeChuang took the lead to open the market with the “first spot†(prototype of an egg chair). Consumers sat inside and experienced vr for the first time. The new sensation led the consumer to scream and the VR tuyere formed.
Followed by the follow-up of other companies, the emergence of double egg chairs, the emergence of three egg chairs, and other game devices are closely related to vr. For egg chairs with more than three seats, the seats are too small to be shaken in a suspended state due to the large floor space. As a result, the sense of experience is reduced sharply. The style of the egg chairs is fixed. The mainstream equipment manufacturers are not producing egg chairs with more than three persons.
For 15 years, relying solely on egg chairs, most of the bosses who have changed jobs may have to go empty-handed. The fear of VR is not as large as it once was. Soon, the products that many people can experience at the same time, 6 seat platform, 9 seat platform. The design ideas of these platforms are obtained from the game hall racing, of course, will inevitably change the game racing car into VR racing. Purchase a full set of steering wheel, rocker, pedals, racing chair, VR headset, and use the included game, VR Racing. The multi-platform platform is the dark chariot (Zhuoyuan), tanks (LeChuang), VR Family (Shadow Power), and interstellar spacecraft (Virgo VR) that we have seen in major exhibitions, shopping malls, and experience centers.
In the 15 years, the media conducted bombardment coverage of the VR industry, VR helmets, VR content, and VR devices all poured into too many "naked swimmers", but the "naked swimmer" of the VR equipment industry was in the 16-year VR ebb tide, and There was no media expected "stabbing." For no reason, VR equipment enterprises with a mass of tens of millions or less will not even consider going ashore, and the waves will recede. They will also disappear. Such companies can produce VR equipment today, and can produce AR equipment tomorrow, and they can engage in intelligent robots the day after tomorrow. Such enterprises are superior to light weight and stable capital chain. They temporarily withdrew from the VR industry at the beginning of the year.
Until now, VR equipment companies that are still active have three types of employees: 300-500 full-scale production, research, and marketing; 70-150 production and sales are integrated, weaker than research and development; and 10-30 production and sales. Body type. Divided into three echelons (based on 9D product scale, the results are for reference only)
The first echelon: Guangzhou Zhuoyuan Virtual Reality Technology Co., Ltd. (Zhuoyuan); Guangzhou Digital Technology Co., Ltd. (LeChuang)
Second Echelon: Beijing Immersive Culture Co., Ltd. (immersive); Beijing Leke Lingjing Technology Co., Ltd. (Lekka VR); Guangdong Super Captain Education Consulting Co., Ltd. (super team); Dongguan Fuhua Intelligent Technology Limited (Fuhua)
The third tier: Guangzhou Yingqing Electronic Technology Co., Ltd. (Shadow Power); Guangzhou Quanhui Information Technology Co., Ltd. (Full Movie); Shenzhen Jingmin Digital Machine Co., Ltd. (Jinmin); Guangzhou Sile Music Technology Co., Ltd. Company (Sule VR)
Two. Variety of appearance, the same three-cylinderFor many consumers experiencing VR devices for the first time, the picture and device's somatosensory sensation of the movie or game has a great impact on them. When the number of experiences is too many (more than 10 times), some rules will be discovered. Most VR devices are only used for watching movies. A few products have shooting arms. Products with the HTC VIVE head display are interactive. The sensation of watching movies is often: shaking, panoramic view, good equipment will blow ears, slap back, shake buttocks, blow hands, sweep legs and other special effects. When the number of viewings is greater, it will be found that the films are more similar.
The types of films can be divided into roller coasters, viewing classes, horror classes, and 2D videos. However, the videos on the market are surprising. At present, VR equipment is mostly shipped with more than 10 roller coaster films. The main reason for the inability to produce content diversity is the ease with which the VR device supports the three cylinders. There are only two actions for each cylinder: rising and falling. When the three cylinders move at different rhythms, the equipment swings up and down and bumps up and down.
Therefore, the difference between the products is mostly in the appearance. Different specific videos or games are equipped with VR head-displays, and a single-product VR device is formed. At present, the majority of the VR equipment below the four-seat market has a somatosensory source generated by three cylinders.
The biggest difference in the sense of body of the racing aircraft products and the viewing products is that when the former interacts, the movement behavior of the electric cylinder is based on the interactive result. When you turn the steering wheel to the right, the device will produce a left high and a low right. Effect. For the company's main egg chair products, the three cylinders are the lifebloods, with a cylinder on the front and two cylinders on the back. The cylinders are divided into electric and hydraulic pressures and are driven by motors or hydraulic cylinders.
In the market, parachuting, hot-air balloon and pendulum products are just moving the tank from the bottom to the top, and the working principle is the same. If you remove the VR head display and playback platform, only from the technical point of view, VR devices are not much higher than the supermarket's swinging car.
Three. VR hardware and VR content have been fightingIf you stay in the Internet circle for a long time, you will find a phenomenon. When the air outlet is rapidly formed (1-3 years), the technology used by the air outlet industry to promote product demos is far ahead of the industry's energy-producing products, causing consumers to Industry expectations are too high. Yes, the vr industry has been overrated by consumers from content to hardware, some even to the point of fantasy.
Regardless of the time nodes and geographical nodes, domestic media rushed to report on the latest product demos or development directions of foreign VR companies. They did not know that some of the directions and products had been temporarily evaded by large companies in the industry. This caused consumers to misunderstand VR. One of the reasons. Through experience, geeks, media and VR industry people, it is easy for us to identify many deficiencies in VR products, but these problems can be effectively resolved.
The main reason for not doing so is: The products of the VR industry do not get to market demand. Consumers with weak purchasing power are reluctant to experience paid devices and paid content. For high-end consumers, they don’t experience the ideal vr device for a big price. The device experience price is mostly between 3 and 10 yuan per minute. This pricing itself also leads to a slow rate of return to the enterprise or business.
This is the reason why the development of VR content and VR hardware in the market has preceded it. In reality, we mainly rely on our eyes to obtain information, thus forming a judgment on the surrounding things.
When consumers wear VR headsets, the spirit is more focused on the eyes to capture information points, and the perception of the outside world declines sharply, making consumers' judgment of the content quality more accurate than the accuracy of external device quality. Experiencers often use the words “unclearâ€, “too little contentâ€, “not good interaction†and “not strong†to vaguely describe the insufficiency of VR, mislead consumers after experiencing, and fool around on the edge of VR. Going to the company, in fact, the price of VR can only be this "flavor."
A number of articles mentioned that content producers indicated that hardware can not support large-scale VR games. Actually, the top hosts can support all the current games. The medium-top players can support all current VR games, including 3A masterpieces. The technology of VR industry reserves can also satisfy all kinds of strange "ideas" of consumers.
The problem is that in the VR industry, middle-class products want to earn low-end consumers' money, and they want high-end consumers to deliver a good reputation to the outside world. So the market has emerged: the anxiety that VR companies have good products but can't make money, and the contradiction that consumers are dissatisfied with the current VR experience.
In terms of content hardware, it can be made that: low-capacity consumers give priority to providing good panoramic video, and can be equipped with a VR box or VR integrated machine. High-end consumers give priority to upgrading hardware products. Taking computer accessories as an example, graphics cards should be GTX1060 and above, with 16G or more in memory, 256G or more for solid state drives, and 70% or more for CPU i5, which is most vulnerable to game development. Good purchase of the head-mounted company's original or steam platform, priority to ensure the stability of hardware and software equipment. This is also what the VR device industry is currently doing.
IV. Return to the nature of products, more than realWhen the industry is optimistic about VR in 2015, most VR practitioners have already found their way out. Some of them showed that the company “played a war on the backseat†and began to “live the stage and sing†in the content. Companies engaged in VR equipment were desperately financing to “prepare for the winterâ€. After 16 years, the air outlets just passed out of the industry and they looked down on VR. However, some companies have finally settled down. Large VR equipment companies have started building their own broadcast platforms. In the three years of continuous performance optimization, the platform has basically stabilized.
VR equipment has also been greatly modified and optimized from the aspects of glass steel, support frames, electric cylinders, servos, and layout circuits. However, the current equipment is essentially unchanged from the previous equipment.
Three years ago, the industry took the NB that PPT had blown, and despite our efforts (no money), we have not achieved the expected results. Virtual social, virtual characters are still in the stage of missing arms and legs; if you want to experience odor games, the hardware continues to be developed in the laboratory; VR shooting games can move around in virtual scenes. In reality, you are “bundled†in Equipment; Want to use VR to swim in Xinghai, the body tells you, you do not lose weight; use VR for training, the effect of modeling and molding is far worse than shooting with panoramic equipment, but the latter is a panoramic view of 2D images; want to be in VR The game manifests itself in the game, but most of them are solitary fights for zombies or robots. This is a true portrayal of the current content product or hardware product.
The VR equipment industry did not make far-reaching innovations. Most of them reassembled existing technologies. Perhaps KAT's products will make people feel brighter. In the process of self-realization, the base frame (cylinder) of VR equipment is bound to be replaced. Really able to reflect the technical innovation of the VR device industry is bound to be spatial orientation - how to make unlimited virtual scenes in the limited space in reality, presumably we are tired of a single scene.
V. Waiting for innovation, waiting for innovationThe cost of innovation in the VR industry is extremely high and often astounding. The technology is too advanced, the target group is too small, the technology is behind, and it is also crowded out by peers. This kind of uncertainty is far greater than other emerging industries.
The second is the large amount of money consumed. In terms of content, a panoramic video with good viewing results can be taken. In 10 minutes, the basic 100,000 starts. Compared to the 2D video's capital consumption, this is obviously on the order of magnitude. The VR device industry used the most significant amount of PC headlines starting from 1999RMB, and the host set a basic 4200RMB start (industry price), a relatively novel equipment, the first to use HTC vive, oculucs products, the host must use gtx1080 Graphics card. A set of equipment has several heads to be equipped with several hosts, and the use of HDMI distributors is another.
Therefore, the price of VR equipment industry products starts at 30,000 or more. Most products sell for between 50,000 and 150,000, and individual products can cost 30,000 to 40,000. The VR equipment for children under 30,000 is basically a big company that earns a reputation for its cost. In the industry cooperation with large companies outside the industry, the single product price is basically more than 300,000.
Optimize performance on the device to improve the body sensation, the cost increase is often greater than the increase in profit. Moreover, in the past two years, the investment enthusiasm of capital for VR has weakened, making VR companies tighten their pockets, cautiously innovating, doing more subtraction for their products, and replacing many shells under the same configuration, so companies that really do additions and engage in R&D in equipment are few. Home only.
Occasionally innovative companies, when exhibiting at the show, if orders come in one after another, peer companies will also make the same type of products one after another, and the time will not be too long. The original explosive company has a short time to occupy the market, and its market share has been quickly eliminated by its peers. Innovations in VR content also face the same problems.
The VR industry has also gradually formed a small step for corporate innovation with abundant funds or "heads", and other peers quickly follow up. The 16-year-old panoramic photography equipment appeared homogenous, and some powerful companies competed to enter. Under the circumstances of cost and technology transparency, large companies used small profits and quick turnover strategies to dissuade many small businesses. If the vr industry is also faced with temporary market saturation, transparency of technology and supply chain, and low willingness to innovate, it will also enter the stage where large companies swallow small businesses.
When a technical bottleneck period occurs in an industry, the products that the industry can create are all combinations of early-stage technologies, and products that can be created under the influence of factors such as ergonomics, aesthetics, and market prices are basically the same in terms of appearance and performance. Stereotypes. This is also the root cause of the emergence of public models in the industry. From the VR box to the VR head to the VR device, there have been a large number of male models in the VR industry in the past 16 years, and there have even been cases where the logos of different enterprise products are different and the others are completely identical.
Although there is no public model for VR content, homogeneity is not weak at all. Take the roller coaster panorama video as an example. There are more than 20 kinds of such videos on the market, and most of them are just background changes (grasslands, castles, dungeons). , indoor, cartoon). For shooting games, in the absence of locators and handles, the vast majority rely on a fixed point of view to aim and shoot automatically. Different games simply replace shooting targets (zombies, aliens, robots).
In this market, the VR industry is full of the atmosphere of "tail and tail", walking first to imitate, change the shell, change the background, and then create new ways.
Over a three-year period, the number of domestic VR companies is clustered together, and ghosts have retreated. After all, the company that has tasted the sweetness has servoed off and waits for the wave to rise again. Losers return to the old bank and wait and see in VR.
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