Virtual Reality (VR) is currently the hottest area in the scientific and technological world and investment community. The layout of VR among domestic manufacturers and international giants has already begun to take shape. They are also making efforts in various links in the hardware chain, content, ecology and other industrial chains. The entire industry has entered a period of continuous outbreak.
But while VR concepts are hot, there are few products that really enter the hands of consumers. One of the biggest obstacles is experiencing this link. VR is an experience and content-driven industry. Only subversives that allow more users to fully experience it. The immersive sense can accelerate the industrialization of VR's next step.
2015 was considered to be the year that VR offline experience stores began to develop at a large scale. When VR is at the cusp of turmoil, the brand named “Super Captain†has quietly opened 100 VR offline experience stores across the country. Located in major commercial centers in major cities in China, the speed of such rapid expansion can not help but think: Is this the correct posture for VR landing?
A few days ago, Presley, a super captain of the US Culture Investment Group, raised tens of millions of RMB in financing. The latter opened a VR experience street Mix[V] with an area over 500m2 in Panyu Wanda, Guangzhou, integrating VR, AR and light food and beverage. As well as being a social offline platform, it is reported that this is the VR offline experience street with the highest quality, most complete content, and most experienced projects in the country.
For the "super captain" brand, the network does not have much information on its coverage. It is reported that the super captain was established in April 2015. Its CEO Wang Lei is an 80-year-old and has many years of experience in the operation and management of foreign-invested hotels. He is involved in the VR industry on the one hand and is interested in it. On the other hand, he has discovered a huge market for VR.
What experience can Mix[V] provide?Mix[V] is currently the largest store under the Super Captain and offers four experience zones: Fantasy, Wonder Land, Dream Walker and AR Space.
Fantasy: Explosion experience area based on HTC Vive equipment: Optimized the deployment of experience space, no longer simply using Vive equipment, so that the consumer experience venue is closer to the dream-like space, to achieve a small range of natural walking content of the consumer, but also Provides a mecha type interactive experience game. Currently used devices are HTC Vive and Big Friends.
Wonder Land: Based on the interactive platform with space positioning and hand and body motion recognition technology customized by Noliteng Project Alice, consumers can enjoy interactive gaming experience in a venue suitable for multiplayer simultaneous games.
DreamWalker: It is also based on the scene of a walking experience for a young and old people in Project Alice.
AR Space: In the light-catering area, we collaborated with Fantasy Technology to create an AR content experience. Consumers can experience light-designed super-dimensional AR content in the card seating area. The AR effect will be presented on the menu and dinner plate.
Offline experience shop is the best way to VR landing?Looking at the changes in the VR industry chain, the super captain entered the industry in a just-in-time node. Super Captain CEO Wang Lei believes that the development of the experience shop under the VR line may present three stages.
In the first stage, early consumers are full of curiosity about VR experiences. At the same time, star products such as HTC Vive and Da Peng VR have enough attractiveness. Driven by the curiosity of consumers, products with high-quality experience are used to drive individual content. This drives users to spend.
In the second stage, after experiencing early stage 1 market education, consumers gradually realized that VR is a kind of experience and began to have higher requirements for content. At this time, after the offline experience store has platform properties, its brand effect will also play a role, and it needs a sufficient amount of content to continue to attract consumers. The resulting traffic may be born as business models such as VR e-sports, VR interactive experience, etc. .
In the third stage, offline store operators have accumulated enough experience in user scale and brand reputation. When VR devices become popular and people have the desire to purchase, the offline experience stores will have the characteristics of the channels. The situation is that consumers will choose to first experience the shop trial equipment offline, and then buy.
Offline experience shop operation strategyGuo Rui, the CEO of the super captain's investment party, said that in addition to optimistic about the VR/AR technology market reaction and the bonus market that broke out in 2016, she also pays attention to front-line consumers and will build one-stop VR in terms of hardware, content, and services. Experience and consumption platform, from the hardware, upgrades a complete set of commercial equipment and scene layout to lightweight VR equipment and equipment.
Content, from rich interactive content library, derived from home entertainment content; from peripheral products, the development of professional derivatives R & D and production into a rich peripheral goods, and finally in the service, build a one-stop shopping guide service . I hope to bring more VR feelings for everyone, from the consumer experience to the experience of consumer thinking.
It is reported that the super captain does not intend to independently conduct offline experience business, nor will he independently develop the hardware equipment under the line of experience, but will choose the best hardware equipment vendors, technology service providers, content service providers to cooperate. At the same time, cross-border cooperation with traditional industries will combine traditional entertainment consumption demands with VR offline experience content to form a more cohesive and competitive integrated service.
In the current hot pursuit of VR concepts with capital hot money, the combination of super captains and Meisheng Culture, using the offline experience shop connector hardware, content, and users, does provide a new "ground" problem for the VR industry. Possible.
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