PICO on the Cosmic Wind: VR idle products under the marketing of "crazy" marketing, practitioners?

Picture source: Oriental IC

Recently, Pico announced that it has cooperated with Disney, Sony Films, Global and other film industries to release the "3D blockbuster re -ignition plan", which will successively launch over 100 3D classic copyright resources.

This is also another action of PICO's "crazy" marketing in the past year. As an earlier layout in the field of VR, Pico has a professional VR hardware research and development team. With the fire of the Yuan universe, PICO has gradually received the capital market of the capital market. Favorite.

However, with the popular marketing, the PICO's purchase experience experience has attracted a lot of complaints, and some consumers reflect that Pico's VR headset device experience is not as good as its publicity effect.

Industry insiders said that the current VR headset consumer market has not really opened, and various types of manufacturers urgently need to form a stable profit model under their own characteristics under the new air outlet. A new round of competition has begun. Manufacturers need to focus on content ecology construction and improve their improvement to improve and improve Consumers' willingness to buy and continue to consume in the application store after purchasing.

Hot marketing

Zhou Hongwei founded PICO's VR software and hardware research and development manufacturer in 2015. Prior to this, he was the vice president of Goor's shares.

In recent years, the concept of the Yuan universe has set off a wave, and the VR all -in -one machine has been imagined to be the entrance of the Yuan universe by the manufacturer to a certain extent, which has set off a heat investment heat.

PICO has gradually been favored by capital since 2018. It has completed 4 rounds of financing, and most of them are 100 million yuan. Investors include CICC Capital, China Merchants Capital, Cornerstone Capital, and Jianyin International. Until August last year, Pico was acquired.

According to the information of Tianyancha, the current PICO company is a Qingdao little bird look at technology Co., Ltd. (hereinafter referred to as "Bird Look"). Top -shares by Douyin Co., Ltd..

Since then, Pico has moved to the front end of various marketing platforms. The slogans of "Play VR, Choose Pico" have frequently appeared in major e -commerce, social, short video, live broadcast platforms, and even appeared in major variety shows.

In early May of this year, according to the Shanghai Securities Journal, many media and sources revealed that because the marketing effect was far exceeding expectations, PICO launched the sales target of VR products in 2022 to 1.8 million units. about.

However, many people in the industry said that even if PICO's VR products can sell 1.8 million units in 2022, it may not be able to turn over how much water flowers. Although the sales data of the VR all -in -one is good, the user's frequency is limited, and consumers continue to consume consumption. Lack of motivation.

IDC data shows that the global VR headset shipments in 2021 reached 10.95 million units, of which 80%of the Oculus share reached 80%. This is unable to surpass Pico in a short time.

What is the experience of the PICO purchase machine?

PICO not only worked hard in marketing, but also launched multiple preferential purchase and experience activities in order to stimulate consumers to buy. For example, 30 days free experience return, 180 -day punch card half -price activity, and pioneer pass. However, PICO launched the event to become the hardest hit area for user complaints.

The reporter learned that PICO NEO3, after 0:00 on May 16, supports 30 days to return to worry -free replacement, so that the original activation should not be refunded, and the free activation experience for 30 days, dissatisfied, disliked and still supports returns. The 180 -day check -in event means that the user lasted for 180 days after purchasing, and insisted on the game experience for 30 minutes every day, and can return half of the purchase price. Pioneer Pass is a activity of rewarding active players. After activating the device, check in the next day. Every 30 days of a cycle, and the cumulative punch in the cycle for 20 days, you can get VR masterpieces.

But it is worth noting that the customer service said that the 2022 Pioneer Pass and the ten games with a limited 618 limited model, the 180 -day punch card return half -price and P coin, E card, and the play version of VR are virtual gifts. Consumers' subsequent return refund needs to deduct the corresponding costs in the consumer's payment.

In other words, after the purchase of the machine is activated, it can hardly be refunded, because the virtual gifts issued need to be deducted. So, without activation, can users experience most of the functions of Pico?

The reporter consulted the PICO e -commerce platform customer service. The customer service said that it can be experienced without activation. After activation, it can be refunded. However, once the virtual gift is activated, the virtual gift needs to be deducted.

On the Black Cat Complaint Platform, a number of users who are refunded by many users on their activities. Many consumers report that PICO products cannot be refunded after activation.

A number of users interviewed by the reporter said that it is almost impossible for office workers to insist on punching in half an hour a day, and VR headset is different from electronic products such as mobile phones. Most users buy VR equipment for the novel experience. It may become idle products.

Can PICO become practitioners who allow users to consume VR?

At present, local hardware manufacturers are roughly divided into three categories: head Internet manufacturers, traditional hardware terminal manufacturers, startups. Many Internet manufacturers have planned to lay out the VR field in their respective development, which can be described as fierce competition.

IDC data shows that the global AR/VR heads of the world in 2021 reached 11.23 million units, an increase of 92.1%year -on -year. In terms of domestic markets, PICO and iQiyi adventure VR header market share accounts for more than half of the overall market share. Although the entire industry is in a high -speed development stage, it is worth noting that the Hardware of the VR all -in -one in hardware is serious, the improvement of software interaction algorithms and the differentiation of popular game experience have become a problem that PICO needs to think.

Zhou Hongwei once said that since 2021, Pico no longer talks about hardware, but has become a practitioner who allows users to consume VR for VR in China. It explores how domestic VR users play VR, how to use VR, and how to like VR.

However, it is worth noting that in terms of experience, many users still say that PICO products are not experienced and dizzy. Most of the games in Pico also need to pay.

The IDC analysis said that the current product price of the hardware head display is basically near the cost price. At present, the domestic VR headset consumer market has not really opened. Various manufacturers need to form a stable profit model under their own characteristics under their own characteristics.

Zhao Siquan, an analyst at the IDC China Terminal System Research Department, believes that although the popularity of the Yuan universe and the successive launch of new products have promoted the rebound of the AR/VR heads of the Chinese market in 2021, the consumer market still has great potential for development. The shipment of VR all -in -one products in 2022 will still rely on the attraction of game content. Manufacturers need to focus on the content ecological construction, enhance consumers' willingness to buy and continue to consume in the application store after purchasing. Since 2021, the action pace of relevant manufacturers has accelerated, and a new round of competition has begun.

- END -