Cottage VR prevails as a vandal in the field of virtual reality hardware?
At present, VR as an emerging high-tech has attracted the attention of many domestic technology giants. Giants and entrepreneurs have been rushing to the layout of VR. The whole industry is more and more fierce, and the capital market is also holding a lot of money. Many new startups can get tens of millions or even hundreds of millions of investments in just a few months, and VR has a turbulent heart in this new industry.
In the case of domestic VR hot, there are still many problems, such as the cottage, the virtual standard parameters, technical fraud, etc., none of which reflects the chaos of the entire domestic VR industry.
When Oculus, HTC, Sony and other giants are talking about the future development and scenarios of VR, when the VR products repeatedly voted, the domestic cottage VR products have taken the lead in all major cities, and there are even rumors that the cottage VR box is better than the market. There are more brands on the brand, so what is the reason for the cottage VR this wind is so popular? Let us roughly look at the following two aspects.
The reason one cottage seized the psychology of consumers buying low-priced products
With the rapid development of VR in China, many consumers have become curious about VR products. Want to try and understand what VR is? The current market-famous mobile-side VR devices are expensive, and for the average consumer, too high a price will make them look good, and most of them just hold the feeling of early adopters, and It is not really wanting to spend a lot of money to buy, and the low price is more likely to be favored by consumers than consumers. In this case, there is room for the survival and development of “cottage productsâ€.
However, because the VR headset on the PC needs high-standard computer configuration to support, consumers not only need to buy VR equipment, but also the price of a high-standard computer is also very expensive, so the mobile phone VR box must Much simpler, basically only need the screen, sensor (gyro), plus two magnifiers, plus some hardware can be put together.
At present, most of the tens of VR glasses on the market belong to the mobile VR head display, and this device is a few convex lenses plus a box, which is equivalent to an "upgraded version" of Google Cardboard. Especially reflected in the e-commerce platform, from tens of dollars of cardboard glasses box to thousands of dollars or even 10,000 yuan of VR head display, everything.
At present, consumers can not only purchase a variety of cottage VR mobile phone boxes through online shopping platforms, but consumers can also purchase in a physical store through another sales channel.
The second reason is that the technology costs are low, and the cottage products have almost no manufacturing threshold.
Some VR veterans have revealed that cottage VR workshops often purchase VR nestings based on mature products and then carry out OEM processing. On the Alibaba 1688 procurement platform, a set of VR BOX kits, the lowest price of 8 yuan, the most expensive is only 30 to 40 yuan.
Due to the low threshold, most VR hardware manufacturers in China are blank in their own VR core technologies. These vendors are directly stealing the Oculus and Samsung Gear VR SDKs and making adjustments and changes themselves. Production for them is to copy the shape, copy the sdk, and then make a split screen app. Because of the simple "plane lens" concept, VR's algorithm is very complicated, so few manufacturers are willing to start from the creation of VR underlying algorithms, thus breeding the cottage, then whether the VR cottage will re-enact the market chaos of intelligent hardware Like?
The development of the current VR cottage is similar to the development of intelligent hardware in the past. In 2014, it was called the first year of intelligent hardware. The big companies basically launched their own intelligent hardware products or ecological chain planning, and the startups enthusiastically expanded. Opportunities in various segments, most of the cottage mobile phone manufacturers in Shenzhen have also transformed into intelligent hardware. But this kind of fiery heat only lasted for more than a year, and it almost fell to the bottom in the second half of 2015.
The current VR industry and intelligent hardware have great similarities. Some VR hardware equipment manufacturers do not even know what VR is. They only care about whether they can get relevant profits faster. The threshold for entrepreneurship does not seem high, and there is hardware production experience that can be transformed, but in fact, the requirements for entrepreneurs are extremely high. Emerging industries and concepts, as well as the direction of combining soft and hard, not only have technical requirements, but also require entrepreneurs to have a deep understanding and predictive ability in the industry. Never add a smart module, the cottage will be successful. Now, the cottage manufacturers who have been rushing to the smart hardware seem to be rushing to the VR hardware. In this case, the VR cottage will have a bad impact on the domestic VR industry. The following points:
The cause of integration is now on the market
Although the equipment of the cottage is good in sales, for a domestic VR industry that is still laying the foundation and the technology is still immature, the VR market, which is already very weak and fragile, has just fallen into the mire of price wars when learning to walk. . And these shoddy VR boxes are unbearable in terms of experience and quality. If the consumer first comes into contact with this kind of VR product with very bad experience, the consumer will have a bad impression on the VR product, just like the white paper is splashed first, which is the future VR for the domestic. In terms of industry development, it will be a heavy blow.
Reason 2 affects the rights and interests of consumers
Because most of the current VR hardware manufacturers in the country are stealing the technology of other companies, similar to copying and pasting, and most of the current manufacturers are holding the goal of "market cheap, large shipments", plus VR hardware manufacturers. Strive to find profit margins, choose cheaper shell materials, and thus can not guarantee the rights and interests of consumers in terms of quality. The Oculus or Gear VR SDKs are matched with their hardware. The optical solution, cooling system, and interactive waiting are all matched and debugged. The cottage is like wearing the inappropriate shoes on the consumer's feet. The experience is of course very good. bad.
Reason 3 involves legal issues
At present, the cottage imitates the appearance and function of the current mainstream brand VR products at a very low cost. With low cost and low price, it has occupied a place in the VR market. Although the society has given great tolerance to the cottage, the cottage VR products cannot be finally To avoid the problem of legal level, in the phenomenon of cottage VR products, trademark infringement and design infringement similar to brand products have become the most criticized topic. If these VR products that violate basic economic norms are allowed to remain, In the market, not only will it disrupt the domestic VR market order, but it will also lead to the stagnation of the design level.
In addition to the use of cottage piracy, “delay and visual parameters are particularly easy to be falsified, which is difficult to fake and prove, so many companies just say it by themselves. In addition, for the sake of financing, entrepreneurs in this circle also like to create concepts, such as The AR is described as a holographic vr, and even the pavilion plan and the water curtain of the exhibition hall are turned into a VR concept."
Although the hardware is easy to be cottage, the chip, screen delay and interactive slam technology are technical bottlenecks that are difficult for the cottage manufacturers to solve. In the future, with the gradual formation of technology, these cottage manufacturers will either be transformed or replaced sooner or later. Like the smart hardware of a few years ago.
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