The frenzy of capital is under the torrential draughts of VR diggers

"Who entered VR is not news, and who did not enter VR is news." From last year to this year, under the frenzy of capital, VR virtual reality technology quickly swept through every subdivision field, real estate, retail, education, military, engineering design, medical health, entertainment, pornography... VR concepts in every one The industry gap has taken root and gradually warmed.

To this end, many well-known venture capital funds have separately established VR funds or VR investment departments. Just as the GGV management partner Tong Shihao of Jiyuan Capital stated, “No one fund dared to completely abandon the VR market, giving up VR would be equivalent to giving up the future. ."

There are also the same crazy Chinese entrepreneurs, in addition to the early VR helmets, glasses and other hardware devices, the market also appeared VR audio, VR games, VR movies and other content production team.

The enthusiasm of listed companies for VR is particularly eye-catching. Various listed companies, such as Storm Technology, Sanqi Inter Entertainment, Goerth Acoustics, Huayi Brothers, Optical Media, Aofei Entertainment, and Huace Television, have invested in VR. layout.

"Financial Investment News" statistics show that only in the A shares in the layout of the virtual reality of the number of listed companies reached 55, 37 companies attributable to listed companies last year, net profit growth of shareholders, accounting for nearly 70%. The listed companies of the VR concept such as Yongying Network and Zhida Zhisheng have tasted the sweetness of the industry in 2015.

Ander, a partner of Hejun Capital's VR Industry Fund, also stated that in 2015, the layout of listed companies for VR is only the beginning, and the large-scale outbreak will occur in 2016.

Under the tune, it is inevitable. After O2O, virtual reality became a “spirit” that madly swept through the entire venture capital circle again. The “bubble of venture capital” was once again circulated in the VR industry. According to iResearch analysts, “Most domestic VR startups are chasing concepts. When we see the market hot, we will blindly follow the trend. There are very few companies with actual technological strength."

The VR industry's gold digger is rushing forward, these pioneers will eventually become a cannon fodder or succeed in building high barriers, but also need time to test.

Mobile giant:

A powerful VR war

When the Internet giant swiftly rushed into the VR industry, veterans who were experienced and powerful in the hardware era were finally unable to sit down and took the initiative.

This year, Huawei, LeTV, Meizu, ZTE, Hammer Technology, Xiaomi Technology and other mobile phone giants have announced the deployment of VR, and some have even launched a series of products. Their addition makes VR market ushered in the most competitive group of warlords. In the future, China's VR market landscape will quickly reshuffle and continue to change.

Taking Xiaomi as an example, Lei Jun announced at the annual meeting of Xiaomi Science and Technology that it would set up the Xiaomi Exploration Laboratory and said that it would first enter the field of artificial intelligence and VR. In late February, the Xiaomi Discovery Laboratory was established and recruited through various channels to VR-related personnel such as 3D engine R&D, computer graphics algorithms, Graphics+GPU, and 3D designers.

On April 16th, the official certification information was quietly unveiled for Sina Weibo ID “Xiaomi VR” Weibo, “Xiaomi Communication Technology Co., Ltd.”, indicating that Xiaomi’s layout in the VR field is on track.

However, Xiaomi CEO Lei Jun had previously stated that it would take 5-10 years for the universal application of VR technology.

VR hardware research and development technology content is high, the development cycle is long, and the required capital investment is also very large. According to industry sources, the VR industry has a relatively high technical threshold, core technologies and key components are in the hands of a few manufacturers, and there is a shortage of high-quality components. ”

Video giant:

Taking advantage of traffic advantages to divide the market

The old video giants such as Cool 6, Leshi, Storm Technology, and Youku are also eyeing the VR industry. With natural traffic advantages and technological accumulation, most of them chose VR content to cut in, satisfying the current market demand for VR content. It also completed the preemption and layout of future traffic.

As a pioneer in the VR field, Storm Technology has been standing by the turmoil of public opinion. It plans to use the magic mirror and the devil two head-mounted products as the entrance to create a full industrial chain covering hardware, software, content and distribution.

Since the release of the first generation of products in September 2014, the shipment of Storm Mirrors has exceeded 500,000 by December 2015. In November 2015, Storm released the all-in-one product “Magic King” and the “Magic Mirror” lens case product also iterated to the fourth generation.

Storm mirror also said that in the future, the company's VR content layout, including its own R & D and strategic cooperation in two forms, from the companies that are currently acquired to carry out some projects, such as the future and the straw bear will set up a company, specifically shooting VR Video; video content VR production is relatively more difficult, because it needs to create a variety of scenes, other content aspects, such as variety shows, concerts, sports events, etc. are easier to intervene and will be developed in the future.

However, outside the big companies like Storm, "many VR content providers just copy the foreign DEMO (sample sample) to copy, lack of the overall situation, these companies are not worth the investment." An insider said.

Real estate industry:

In the “show room” area ripped a hole

The extension of VR's tentacles into the vertical industry is a general trend, in which the real estate industry has taken the lead in opening the way. The gameplay of “VR+ real estate” has changed the marketing model of traditional real estate, and major developers are also favored for this, a new commercialization hole. Tear it away.

Among start-up companies, companies that test water VR in the field of “show room” have no worries about our house, conductors, etc., home improvement areas include House VR, and US House 365; among the traditional real estate giants, Vanke, Country Garden, and green space, Real estate developers such as Contemporary Real Estate and Jingrui have also introduced experience products using VR technology in many projects as sales offices, providing good feedback.

Among them, Wuyi My Room is a VR viewing platform in-house for contemporary home ownership. Compared to the traditional physical model room, the interactive virtual model created by the worry-free home room can span time and area constraints, allowing users to be in any scenario. Next, get an immersive viewing experience. At present, Wuyi My House has reached strategic cooperation with more than 60 real estate giants such as Vanke, Longhu Real Estate, Greenland Group, Sino-Ocean Land, and Gemdale Group.

However, there are also views that the application of VR in the industry mainly depends on whether it really solves the problem for the industry and finds business models from it. In addition, at least VR projects that make industry solutions should have revenue.

Tourism:

Subversion of traditional lifestyles

With the upgrading of consumption, China is setting off an upsurge of “national tourism” and tourism is bound to become an indispensable part of the VR map. The VR+ tourism is gradually maturing, and deeper cooperation is slowly fermenting.

Oculus once used Oculus Rift to simulate the northern part of the hit drama "The Song of Ice and Fire" and developed the 3D experience of "The Great Wall of Extremis", which has attracted many users.

Take the example of a domestic startup, Zennadu, which was established in 2012. It is a high-end exquisite travel booking website and a fashion lifestyle online media. It has always been devoted to enjoying the wonderful holiday and lifestyle experience.

At the end of 2015, the company received Tencent’s 80 million yuan A+ round investment. Prior to that, Zenat has announced the launch of the “Travel VR” App and also released the industry’s first virtual reality VR travel video “Dream Travel The Dream, users can watch VR short films through this app, and create new feelings and desires for travel.

In addition, according to Xuan Hong, deputy director of Zhongguancun Management Committee, in recent years, Tsinghua University, Peking University, Beijing Normal University, Chinese Academy of Sciences, Institute of Automation, Institute of Electronics and other scientific research institutions have reserved a large number of talents and technologies for the innovative development of VR technology. Accumulation.

This time, the cover media and the storm mirror were also combined with the School of Journalism of Beijing Normal University to create the “VR News Lab” to research and formulate the industry rules for VR content production and regularly publish the VR market research report.

Professor Zhang Hongzhong, deputy dean of School of Journalism and Communication at Beijing Normal University, on the one hand agrees that virtual reality technology has enormous imagination space, and on the other hand he also expresses his concern about the risk of this technology. “The uncertainty of both VR industry users and the external environment is Very large, complex and diverse industrial distribution, high and difficult technical content, and not yet clear business model, all set barriers for entry.”


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