Will VR's first breakthrough be on the B side?
Although the concept of virtual reality is not as hot as it was at the beginning of the year, VR+ is still very eye-catching. Recently, Ali’s Taobao “Creation Festival†is a VR+ e-commerce pie; China Joy, VR is coming at the end of the month. Obviously it is the protagonist of this feast.
However, look closely, the current VR popularity is not as smooth as imagined, VR is really cool, the experience pavilions in the city are paved a lot, but most of them are only people with geek thinking technology circles, and the flow of VR to the eyes. Groups, purely singular experience does not seem to be the way out for VR.
Want to sell VR, perhaps a purely marketing perspective to explain the "B-side export" proposition is more appropriate.
In the past, a "small bully, its infinite ah" was everywhere in the north and south of the river. The bully position was a learning machine product, but most of the time it was used to play the game; when the initial step-high repeater was also positioned to learn, it became Great for entertainment equipment. And this logic puts on today's VR, it seems quite appropriate.
Fancy VR is just a need for consumption
The impact and change of VR technology on the industry can be almost equal to the steam engine to the industrial revolution, but to some subdivisions, but can not be generalized.
At present, the industry is over-reliant on VR, which actually has a negative effect on the development of VR. A VR team member from a large brokerage in Shanghai said that the team that focused on gaming and entertainment in the past is now adjusting the VR industry chain, and young people in Silicon Valley, when doing content, want to present it through VR.
Taking Ali's Buy+ plan as an example, VR shopping is an integrated version of offline and online shopping, which is a subversion for online shopping. But for consumers, Taobao's thousands of handcuffs seem to have little to do with the shopping experience, such as the double 11, double 12 shopping festival, the addition of a VR technology seems to affect sales. Not too big.
Imagine that once the online VR can basically achieve the effect of the offline fitting room, consumers go shopping in the big Shopping Mall of Tmall every day, and basically remove the seller show. It is impossible to make a single order through online shopping.
Another example is the VR Internet cafe built by HTC and Shunwang Technology. In May this year, 50 VR Internet cafes were laid nationwide, but the market response was not optimistic. It was not only the content that was basically watching videos and playing demos. At the level, the charging standard is as high as 200 yuan / hour, which makes the VR cool technology seem less friendly.
Why is the breakthrough at the B end?
The market plate is almost the same, and it is best to do the B end. C-side applications such as VR+ games, video, sports, etc., although the market size is expected to be huge, it takes time to mature. On the contrary, due to the strong short-term liquidity, another commercial breakthrough of VR+ is increasingly concentrated on the B-end application. A Goldman Sachs report on VR pointed out that by 2025, the VR market will reach 80 billion US dollars, of which C-end accounted for 60% and B-end accounted for 40%.
The primary market is optimistic about the B-side business. Andle Capital VR Fund Partner Anle said that there are more uncertainties in the C-end market, and in the real estate, offline entertainment, education and other industries, the "VR+" business model has already ran, and the market is growing rapidly. .
Another major VC-focused VC agency, Yuanyuan Capital, was film and entertainment. Its president Du Chengjun also said: "Because film and television do not have any business model at the C-end, they will mainly target B-side projects."
VR vendors see the benefits of the B side. This point of view of the domestic VR industry is obvious to all. At the beginning of the year, the VR market was spent in a financing and strategy conference. Large and small manufacturers are eager to do content aggregation platforms, but now there is basically no sound. Why?
There are two kinds of things. One is when BAT or the giants such as Xiaomi and LeTV intervened, and they found that the game that they couldn’t afford to eat snakes was still hard, dragging on the road to the platform ambition; the other is learning Smart to do B-side applications. Most of the B-ends belong to commercial cooperation. Naturally, it is not good to go outside to make exposures. In particular, some industries involving military, education, medical care, etc. are mostly trade secrets, and naturally cannot be exposed.
For VR vendors, through the B-side business cut-in, not only can guarantee the short-term benefits of the enterprise, after having a certain core competitiveness of the segment, it is very likely to become an expert in a certain field, which is in the ever-changing VR boom. Good financing plus points. In addition, the choice to do the B-side business is also to fight for the C-side outbreak.
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