After the egg chair, what will the next explosive of VR be?
Perhaps the embarrassing trend of egg chairs can answer this question.
At the time of ChinaJoy held at the end of last month, Sui's VR launched a variety of products, including VR products such as Crazy Bunny developed by Ubisoft. At the same time, it also organized the VR e-sports competition "WVA2017 玖 V V Vs. VR E-Sports Competition." At the conference, we have enough eyeballs.
After the end of ChinaJoy, 87 Jun interviewed Chairman Liang Yingyi at the hotel where he stayed. The latter talked about the VR's future product planning and industrial layout.
Introduce big IP, upgrade egg chair
During ChinaJoy, the VR's stand exhibited a product named “Crazy Rabbit VR: Mountain Passâ€, which provided VR software and hardware equipment and control systems. The game itself was created by “Crazy Bunnyâ€. The developers and foreign game giant Ubisoft are making every effort to build.
This group of eyes is protruding. Rabbits with two front teeth are originally the villains in Ubisoft's game "Lehman 4: Crazy Rabbit", but they have gained tens of millions of dollars around the world with eccentric and funny characters. Fans become Ubisoft’s independent brands and strong IP.
At this point in time, what is the consideration for the introduction of IP for the offline VR experience? Facing the question of 87 Jun, Liang Yingyi introduced the product idea of ​​the company VR in detail.
Prior to this, the most widely known product of VR was VR egg chair. In 2015, semi-enclosed seats resembling eggshells appeared in shopping malls, parks, and video game cities across the country. Sitting on a VR headset, you can experience the emerging technology of VR.
The egg chair appeared in the context of the 2013 Oculus helmet release, which cost as much as tens of thousands of yuan, and the majority of C-end users are unable to pay for it. Domestic manufacturers have also seen the C-side business, but the VR thinks that the early VR market has not yet formed. In the case of high costs, education market is needed. The best way is to take the 2B route and go through the B-side. Radiation C terminal.
The egg chair was once laid out to the line at a very high speed and captured a large number of consumers. It faced the B-side and indirectly went to the C-side, making the VR VR a first-to-large scale among all VR manufacturers. Profitable company. According to Liang Yingyi, the data for 2016 shows that the number of egg chair experiences in a mall is 30 million people. Until now, egg chairs are the most profitable items.
After a full two years of market education, Liang Yingyi believes that the needs of current users have changed:
“In the past, consumers were playing egg chairs to experience VR. Their focus was on VR itself, so even if they had poor experience, they could accept it. But after the popularity of VR in the past two years, what people need is no longer an early adopter. I think It is the right time to introduce IP at this time, which will drive the IP fan community and use IP to sublimate the VR experience."
"It's like eating," Liang Yingyi gave an example. “Two years ago, the egg chair was to solve people’s food and clothing problems. Now that the quality of life has gone up, we need to get some exquisite private kitchen (IP).â€
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Multiplayer networking - the next explosive after an egg chair
"Oh, we have always operated VR products with the concept of popular entertainment products."
Popular entertainment refers to the entertainment products offered by Shangchao Online, including doll machines, game consoles, and the newly-emerged mini-KTV.
Liang Yingchen told 87 Jun that in the popular entertainment field, three years is a product cycle, and that a product can go from launching the market to being hot and then cooling down. It usually takes no more than three years. The reason why it was three years, Liang Yingyi further explained that during the first half of the launch of the product, it was basically unprofitable. In the next six months to a year, with the increase in market acceptance, the product would enter the outbreak, but with the With the increase of similar products, the reduction of consumers' freshness, and the changes in the market, the cycle of cost recovery has been prolonged and the product heat has gradually slowed down. After this, the developer will enter the next development cycle and wait for the next explosive product.
Egg chairs that became explosives in 2015 are in the final stage of a three-year cycle. From time to time, the next explosive will appear within the next one to two years.
So what is the next generation of explosives? Liang Yingyi believes that networking and interactivity are necessary elements for the next generation of VR explosives. At present, VR offline experience urgently needs to solve the problem of repurchasing. This is also a big problem for offline experience stores and egg chairs. And for the offline VR entertainment to increase the social and interactive attributes, enhance the viscosity of the product, there will be opportunities to attract consumers to repeat consumption.
This time showing China's VR e-sports game "V-War" in ChinaJoy is an ambiguous attempt in this field. Before coming to CJ, Sui's has already held several VR e-sports tournaments in Guangdong and Foshan.
WVA2017 玖 V Battle VR E-sport Contest
"We have a weekly game in Foshan. Many teams are rushing from neighboring counties, from 3 pm until late in the evening." What's surprising is that in the CJ game, he saw the VR electoral campaign. Hands are investing in the game. "There was a problem in the middle of the game. The computer in the Foshan semi-final team had a problem with the vehicle. They were very real and they also asked for a replay."
"At this stage we are just trying. Organizing games is more about testing players' reactions. When you see players are so involved in the game, let me firmly believe that the direction of this matter is right."
Liang Yingzheng further introduced that their multiplayer networked vehicles not only support the "V war" game, but also have their own game lobby and SDK, which can introduce a third-party multiplayer battle game. The company has already set up servers in China, Europe and North America respectively. In the future, it is necessary to create a multiplayer online VR warfighting platform with separate vehicles and online connections based on offline business supercomputers.
Layout large space VR experience shop
Finally, we talked about the VR experience under the big space line.
The large-space VR experience is a trend in the current VR offline experience store. This year, ChinaJoy can see many large-scale space experience areas, including Ruilishi, Soreal, and Antvision.
Liang Yingchen said to 87th that the industry's layout for VR's large space experience is a very useful attempt, and VR's VR also attaches great importance to the experience of large space.
The current VR is researching the format of large-scale VR experience stores, and is also talking about cooperation in this area with Big IP. He disclosed that this format is different from the existing large-scale space experience. The experience area will be between 1,000 and 2,000 square meters. It can accommodate several groups of people to experience independently and do not interfere with each other, and will still choose a large-scale shopping mall on landing. It will be officially released next year.
At this stage, based on commercial considerations, it will not be promoted to the market in the short term.
Liang Yingyi explained that there are some friendly companies in the industry that have done some pilot projects, and some have made certain profits, but on the one hand, many experiences are still immature. On the other hand, although it appears to be profitable, but once it is promoted and the number of competitors increases, there is a risk that the business model will deteriorate.
“Large space means higher rents and higher hardware investment. With the current cost and revenue expectations, we think from a commercial point of view that the large space program is not yet mature.†Liang Yingyi explained: “Before the project lands, we will There is a set of mathematical models to calculate input and output, and how long it takes to evaluate the return of this product. For popular entertainment products, the return cycle cannot be more than one year. The trend is changing too quickly. Projects that will not be profitable for more than one year will not Was pushed to the market."
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