Sutuyuan Universe Research Institute (ID: sootooinstitute) Original
Author / Nisai Iridium
In the movie " Number One Player ", humans are tired of real life and choose to find comfort in a VR game called "Oasis". The concept of " Meta Universe " is also considered by most readers as a VR virtual world, and "VR glasses" are considered the key to open the door to the Meta Universe.
Today, with the support of the meta-universe concept, consumer-grade VR glasses are loved by more and more users. Many readers told Sutu Yuan Universe Research Institute that "buy it to coax your children to play" and "It's still very trendy and interesting to play VR games"...
IDC data shows that in the first half of this year, VR equipment shipments were 558,000 units, and consumer-grade VR devices were well digested in the domestic market, which is inseparable from the penetration of the metaverse concept and the manufacturers' extensive offline retail promotion and strong online marketing capabilities.
It is worth noting that a VR glasses that have not yet been released are on pre-order before they are released. The price and parameters are unknown, but they have attracted the attention of many netizens. This is the PICO 4 series that is rumored to be released in September.
At present, according to PICO Tmall flagship store and JD flagship store, PICO 4 has officially started pre-order and is expected to be officially released at the end of this month. The final price will be announced on September 27. Users can book at a price of 100 yuan from September 13 to 22:00 on September 27, and pay the final payment at 22:30 on September 27.
Image source: JD.com, Tmall APP screenshot
As of press time, the JD pre-order page shows that the PICO 4 Play version has been ordered for more than 700 pieces.
Image source: JD APP screenshot
VR experience Entering offline shopping malls, the meta universe penetrates daily life
In addition, the Sutu Yuanshi Research Institute learned through local life APPs and mini programs that the offline VR game experience price ranges from 70-150 yuan per person. Compared with the starting price of real games such as escape room, the price of VR game experience is more acceptable to consumers.
VR technology reached a high point in 2016 and has since entered a period of market downturn. It made a comeback in 2021 with the concept of "metauniverse". With the rapid iteration of VR software and hardware, the VR entertainment consumption industry has also emerged. A VR offline market survey report released by an institution predicts that the number of VR offline entertainment venues worldwide will increase to more than 24,500 by 2023.
Previously, many people questioned that the emergence of the "meta universe" would impact offline industries, and this view was quickly refuted by reality. The meta universe empowered all walks of life, and "using virtuality to strengthen the real" is becoming a new atmosphere. Sutuyuan Universe Research Institute noticed that empowering the consumer entertainment industry with VR technology is accelerating its development and forming a new industrial model. The "2022 Metacosmic Industry Trend Development Report" once pointed out that the development of human society and the Metacosmic should exist for a long time in the "Metacosmic+" model. The Metacos that are not dependent on any industry are "false Metacosmic", and the Metacos that are dependent on industries but cannot achieve symbiosis are "false Metacosmic".
This year, Sutuyuan Universe Research Institute visited many shopping malls in Beijing and Tianjin offline. Among them, shopping malls with offline VR game experience stores account for 87%, and many VR experience stores have even shown the signs of "immersive", "big space" and "game space".
Picture source: Future Battlefield
In the experience of "Future Battlefield" VR e-sports game , players wear VR glasses on their heads, the host on their backs, the hands and feet will be bound with infrared devices, and hand-held props to experience the game. What I experienced is the game's "mutant invasion". The stepping on a single-plank bridge made me feel "real fear". In reality, there is a wooden board on the ground. It is through VR games that I experienced the game, which made me feel "immersive".
In response to this, the staff of the VR experience store told Sutuyuan Universe Research Institute that "VR game content covers a lot, including popular games such as script killing and secret rooms, but with VR support, the decoration cost of the store is greatly reduced. There is no need to design separately according to different styles and different game contents. The venue settings are mainly large flat floors and large spaces."
Many players who have experienced VR games said: "This is a good place for team building, and I will come here in the future." "Play a live CS for a kilometer! It's a great experience."
It can be said that VR games are loved by more and more young people, and users are mainly covered in the age range of 15-38. They have a strong desire for socializing and gatherings, and their consumption conversion rate is also very high.
"Meta Universe" promotes the formation of a new industrial model
Recently, PricewaterhouseCoopers released the "2022 Global Consumer Insights Research China Report - Insight into the new retail pattern and explores new paths to growth". The report pointed out that the rise of new life and work models affects the consumption patterns and habits of Chinese consumers. They are re-adjusting expenditure categories, including deep changes in consumer thinking and behavior, refocusing on important brand values, new supply chain layout subverts consumption models, meta universe and future store transformation, among which consumption has attracted much attention .
Take offline VR experience hall brands such as "Future Battlefield", "Immersive World", "Space Zero", and "Phantom Starry Sky", as well as VR hardware devices such as PICO, YVR, and HTC as examples. The empowerment of VR technology is accelerating the generation of the consumer entertainment industry, and this has also become consumers' primary meta-universe consumption choice.
is not only a popular VR game experience, but also noticed that VR movies are also loved by young consumers. Consumers who have experienced the PICO offline immersion movie viewing plan told the SUTUYUYUYU "I enjoyed the 720° immersion movies without dead angles. In some aspects, you can also interact with the protagonist with the VR controller." "The screen effect is perfect, and no matter how big the movie screen is, it is not comparable to VR vision."
Image source: Internet
The consumer entertainment industry formed by using VR technology and equipment is accelerating to become an emerging industry, and VR virtual reality is also bringing new experiences to consumers. data shows that 36% of the consumers surveyed said that in the past six months, 36% had used virtual reality helmets to play games or watch movies or TV shows (16% globally), while 23% had purchased digital products or non-fungible tokens (NFTs) (10% globally). VR is also widely used by Gen Z and young millennials.
SuTuyuan Universe Research Institute believes that the popularity of VR equipment is due to the advancement of its technology and the enrichment of its content ecosystem. As we all know, after the VR industry reached its peak in 2016, shipments have declined year by year due to the limitations of technology and content. After the explosion of the Metaverse in 2021, the VR-based technology, equipment and content ecosystem has continued to develop, and has been loved by more and more consumers this year, which has stimulated the prosperity of new applications and content ecosystems.
Some industry experts say that VR is in a normal stage of development now. Just like the PC that emerged in the 1980s and the smartphones that appeared in 2010, there is no slower development than PCs or smartphones, nor faster. Qiao Zhibin, an analyst at
Speed Tuyuan Universe Research Institute, said that VR games are just a field that was first applied. We can see that VR technology will be used in more scenarios, such as VR tourism, VR classroom, VR medical care, etc., but mature VR technology and ecological application will take at least 5-10 years to lay the foundation. The emergence of the metaverse has led to a new blue ocean of consumption.
