The virtual reality market, once highly hoped for, has fallen into a downturn and hardware is one of the reasons for the downturn. In order to change the market downturn, the three major VR manufacturers in recent days - Sony, HTC and Oculus have begun to cut prices.

The price cuts of VR makers have been viewed by the outside world as a huddle for heating, trying to stimulate consumer demand through price cuts in the context of a slowdown in the growth of the industry, and to reactivate the VR market. However, in the view of the founder of Ant Vision Technology, if there is no good VR content to support, price cuts have little meaning for the development of the VR industry. "We will purchase game consoles and handhelds because of a good game and good IP. However, if VR content is all small games, it will be difficult for users to buy VR devices. VR companies cannot always expand the market through price cuts. Share."

On August 29th, Sony Interactive Entertainment (Shanghai) Co., Ltd. announced that starting from September 1, the PlayStation VR (PS VR) base package in mainland China will be lowered by 300 yuan to 2,999 yuan. On August 21st, HTC also announced the news of Vive's price cuts, which dropped from the original price of 6,888 yuan to 5,488 yuan. Earlier, Oculus Rift cut the price to 399 US dollars (about 2630 yuan). In the area of ​​external VR helmets, Sony's PS VR, HTC Vive and Oculus Rift are the three mainstream products.

In Shenzhen Huaqiang North, where digital products gather, you may not imagine that a VR helmet can be so cheap. On September 17, the reporter interviewed several VR stores on the second floor of the Shenzhen Huaqiang North SEG factory store offline. There were scattered several VR stores, among which were the top three sales of the Tmall e-commerce platform. UGP.

In order to attract reporters to buy, UGP sales executives have given preferential prices. The VR helmet with a price of 899 yuan on the Tmall platform costs only 750 yuan to buy, and the 1980 yuan online product can be used for 1,000 yuan. Buy it. For the big concessions on prices, the person in charge of sales stated that because of the price of the factory shop, it is mainly the amount taken.

The person in charge of sales of UGP told reporters that the monthly sales volume of VR helmets this year was about 17,000 units, and last year it was generally 80,000 units, and the sales volume dropped more obviously.

Ruan Zheng believes that there is now a lack of phenomenon-level works in the VR field to stimulate consumer buying enthusiasm.

However, even if a good VR content requires good VR hardware as a support, the hardware and technology of VR currently cannot solve the dizziness problem when the user uses it. Taking the game as an example, in order to ensure the best experience of VR games, the duration of VR games is generally within half an hour. "In the VR game scene, the picture is moving but in fact people are not moving. The user wears a long time and the user will certainly feel dazed. Sometimes the game is very good, but the equipment is still not up to the requirement. The best experience time for VR games Ten minutes, too, "said Wang Pei, general manager of the Speedway game division, in an interview with reporters.

Moreover, bulky VR devices are more dependent on the environment than mobile phones and computers. Users should not only prepare helmets, computers, software/videos, plug cables, but also clear the obstacles around them to be able to play with confidence.

The poor user experience, lack of high-quality content, and high prices make the ordinary consumers always lack enthusiasm for purchasing VR products in addition to the game. The acceptance of VR products in the C-end consumer market is always low. This has led to the emergence of games or videos currently on the market mainly in small and medium-sized manufacturers, and the overall quality of content is not high.

According to Wang Pei, because the penetration rate of VR at the C-end is not high, resulting in game product revenue can not keep up, many game companies are more willing to develop games such as mobile games. "At present, even if VR games are ranked in the top few sales, income is equal to R&D investment. There is very little real money, and more money is lost."

This point, from the earlier announcement of Facebook's dissolution of Oculus Story Studio is visible.

Oculus Story Studio has won awards with virtual reality short films such as Dear Angelica and Henry. Among them, the virtual reality animated short film “Dear Angelica” shines at the Sundance Film Festival. In September of the same year, “Henry” was again Received Emmy's "Excellent Original Interactive Project," which makes Oculus Story Studio a top studio for content production in the VR industry.

VR content production is a bottomless pit. The Lost, another work created by Oculus Story Studio, cost less than ten minutes but cost US$10 million. So Facebook only preferred to spend 50 million U.S. dollars to fund the creation of non-game VR content and direct the money to artists. However, Facebook announced the dissolution of the studio announced the previous internal incubation VR content strategy failure.

The reporter learned from industry personnel that the profitability of the entire VR ecosystem is not satisfactory. Currently there are not many VR hardware companies in China. In an interview with reporters, a related person of Da Peng’s VR stated that if it were only a VR helmet, then it would be three or four companies that were really active in the market and operated brands to do technological research and development.

However, Intel CEO Ke Zaiqi believes that VR is in an early stage of spiraling. In this stage, demand continues to inspire innovation, and innovation in turn creates demand. Such a cyclical rise will eventually form a vicious circle. Analyst Gartner also placed VR in the "New Technology Maturity Curve Report 2017" in the "brighter period of steady climb," and said that VR's most disappointing low tide has already passed.

Zhai Zheng stated that VR is a long-term development, and it is not a matter of three or five years that one can decide the outcome. "The mobile phone has gone through three stages from big brother, functional machine to smart machine, and it lasted for about 20 years. In fact, VR industry thinks that VR will last 10 to 20 years, and now it is the first stage. I haven’t finished yet. I think there’s a little more patience at this stage.”

On the other hand, although the domestic giant BAT has not yet raised VR to the strategic level of the Group, it has begun to enter the VR field in a low profile. Whether it is Ali's "buy+" or Baidu's on-line VR community - Baidu VR +, iQIYI's VR film and television, it can be seen that VR has occupied a position in the future business landscape of these giants.

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