Right now, the winter capital of VR industry is still shrouded. It may take some time for the C-side hardware products to break. It seems that cutting through some vertical fields will “+†VR and other industries and infiltrate VR technology into these industries. Go, maybe a good way, and e-commerce is an entry point.
According to the data, Alibaba's GMV YoY growth rate was 55.8%, 45%, and 25% year-on-year in FY2014-FY16; similarly, the GMV YoY growth rate of JD.com also basically showed a slowing trend from 2015. 116% fell to 33.9% in 2016. Behind the slowdown in the growth of e-commerce business is the gradual saturation of the penetration rate of Internet users in the country and the manifestation of the use of red Internet traffic.
Moreover, the differentiation between e-commerce platforms is decreasing, and the competitive pressure of the original model is increasing. For the e-commerce industry, deepening the value of a single user, increasing the unit price of a customer or increasing the frequency of consumer spending will become another growth point, and user-experienced consumption is an important driving force.
In order to improve the user experience, Jingdong launched the "Tiangong Project" on May 23. "Tiangong Project" is the most important activity initiated by Jingdong in the AR/VR field in 2017. It aims to consolidate the innovation power of all parties in the industry, linking Jingdong's internal divisions/marketing platforms/brand day activities, etc. to help Jingdong Improve the ability for users to output personalized experiences in real time and provide brand owners with creative solutions.
At the same time, JD.com also hosted the "JD.com Eastman Project and Artificial Intelligence 3D Modeling Competition" for more than a month. Through the competition, Jingdong selected some excellent teams and cooperated with them to jointly develop VR+ e-commerce products and gather technologies. strength.
On the afternoon of the 23rd, the “Jingdong Tiangong Project and Artificial Intelligence 3D Modeling Competition Award Presentation Ceremony†was held at Weisheng Building in Beijing. Jingdong Group Vice President, Jingdong Platform Product Development Department Leader Li Kefeng, HTC VIVE China President Wang Congqing, Millet VR General Manager Tang Mu, Executive Director and Chief Researcher of Tsinghua VR Institute and AI Research Institute, Chinese Academy of Sciences Cloud The executive vice president of the VR Research Center of the Computing Center Wen Hao Lei Jiabin attended. The winning team of this competition includes HEY VR, conductor VR, Microscape, Changjing and others.
Li Kefeng, vice president of Jingdong Group and head of product development department of Jingdong platform, stated: “We are gradually entering the post-mobile era, and then the era of the mobile phone is the era of the Internet of Everything. AR/VR computing can expand the imagination of users. In VR/AR technology Among them, the most important solution is 3D modeling technology. If 3D modeling technology cannot be solved, VR/AR cannot be applied. Jingdong has a very large demand for 3D modeling.â€
As an emerging technology, virtual reality will also face challenges. Tsinghua Research Institute of Virtual Reality and Artificial Intelligence Industry Research Institute Executive Director and Director of Research, Chinese Academy of Sciences Cloud Computing Center executive dean of VR Research, said that China has already reached the center of global virtual reality, but the industrial ecology, especially The upstream VR industry faces challenges. VR+ e-commerce can rely on industry giants to lead the industry.
In the VR layout, Wang Congqing, vice president of HTC Vive China, said: "A lot of people think that VR is just for playing games. Actually, this is only a very small application of VR. It also has educational, medical, travel, retail and other scenarios. Retail is A $30 trillion industry is bigger than real estate, and the combined potential of VR and e-commerce can be imagined."
"Vive is going to be a VR ecosystem. I talk to many developers and innovators every day. I've seen so many innovators happy. JD and Vive have had a full year of cooperation. JD.com is also the platform that sells the most Vives. We are There is also some technical cooperation."
According to Li Kefeng, vice president of Jingdong Group and head of product development department of Jingdong platform, Jingdong’s advantage is to promote the best products. Currently, VR shopping interfaces have been provided to developers, for example, when watching movies, they can also pass VR buys items inside the movie. There are some VR shopping opportunities here.
In October last year, Xiaomi released a Cardboard VR eyewear that currently sells more than 900,000 units. Tang Mu, general manager of millet VR, said that in the field of VR, Xiaomi is not in a hurry, VR still needs a long time of development, and Xiaomi also wants to do what kind of product.
Some people think that VR capital is cold, but Xiaomi's VR is also an industry trend signal. There must be opportunities in the VR field and there is a very solid demand. It is a good thing that more and more large companies such as Samsung, Google and Xiaomi are entering. Everyone should continue to be optimistic about this field.
VR has gone through an overheated phase and now VR is the normal temperature, hoping to make the best product in the direction.
Group visits to Q&A sessions (Participants: Li Kefeng, Wang Congqing, Zhao Gang):
Q: What kind of cooperation does Jingdong have with these award-winning teams in the future? Does Jingdong have its own VR team?
Zhao Gang: Today, the skills of some teams are very good. We hope to find some possible cooperation needs. However, this is a long process and needs to be run slowly. Jingdong also has some small-scale technical teams that are studying key technical issues.
Q: Jingdong actually serves as a platform. What kind of help will it provide?
Zhao Gang: First of all, around everyone's needs, this competition is also encouraging everyone. Now that the industry is relatively cold, JD.com wants to guide the VR industry and let them find business scenarios. This has confidence in investors.
Jingdong has support for teams that can bring value to products, and Jingdong’s “Tiangong†program is also giving the industry a signal that capital is a signal. We hope to reduce costs and make a better experience. We hope to promote this market together with HTC.
Q: At the Google I/O2017 Developer Conference, Google announced the Daydream VR integrated camera and announced the first batch of DaydreamVR all-in-one partners HTC and Lenovo. Why did HTC choose to launch the all-in-one at this point in time? How does your one machine work with Google specifically?
Wang Congqing: We will release an all-in-one machine this year, but the specific time is not convenient to disclose. The reason why the VR all-in-one machine was introduced this year was because the VR user experience was not very good before. Nowadays, VR technology and optics have made great progress. Therefore, when the mobile device is good enough, we choose to introduce such a product. Our cooperation with Google is hardware we do and the operating system uses Google's Daydream.
Q: In fact, Ali introduced the concept of VR+ e-commerce BUY+ last year. What is the difference between Jingdong's “Heavenly Career†plan and Ali BUY+?
Li Kefeng: The starting point for Jingdong to do VR is not to compare with other companies, but we feel we need to do it. We VR is to build a platform, developers can design their own e-commerce model, such as using VR to watch movies while shopping, there are VR home improvement, VR tourism and so on.
Q: Many VR technologies can be implemented nowadays, but it is still difficult to completely replace e-commerce. For example, if the VR helmet experience is more than half an hour, it is easy to dizzy. How do you see this problem?
Wang Congqing: We have many users who experience 8 hours and 10 hours a day. There is also a solution to the content problem. The content of HTC has changed from the original 50 to the current 2000, and the content is very rich. The most important thing now is portability. At present, the most important thing about VR is to remove the "line".
Heavy benefits! [2017 China Internet + New Business Summit], 3,000 person-times on June 15-16, Ctrip founder Liang Jianzhang, Founder of Jiayu Fund, former CEO Alibaba Wei Zhe, Focus Media founder Jiang Nanchun and other guests confirmed their presence , I look forward to your participation.
The author of this article is Xu Weijun, author of Yi Ou's column; (please specify “Name-Company-Position†to facilitate remarks when adding); Please indicate the author’s name and “Source: Yiu Ou†when reprinting; Europe agrees or supports the idea.
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