PICO 3, the stories of the Yuan universe that are still beating are still not allowed to go further.

Edit | Yu Bin

Produced | Chaoqi.com "Yu See Column"

In the story of the domestic Yuan universe, byte beating is a pretty player.

Since the interest jump in August last year has acquired PICO of VR helmet equipment manufacturer at a high price of 9 billion, it is destined to occupy an important seat in the Yuan universe nugget.

Especially with the Facebook ALL In Yuan Universe, the byte beating that relying on Tiktok and Facebook to set off traffic to choose to increase the element universe is more significant.

In April of this year, Pico released the new helmet display product Pico Neo 3 Link, which mainly faces the European market. At the same time, byte beating has been rumored to be promoting the PICO formation team in the US market, and the "ambition" of the US market with Meta is very obvious.

Various signs show that byte beating wants to bring Pico to make the Yuan universe rivers and lakes. The question is that, can it always focus on traffic and human business to prove itself on this larger battlefield?

Byte PICO, marketing first

An interesting phenomenon is that we have already felt the "crazy" marketing wave of PICO in the domestic market. The urgency of the jump wants to take root in the field of the universe.

It is well known that today's VR header display equipment is not so much the entrance of the Yuan universe, it is a real game machine, and it is also a very limited test game machine product that is very limited. There is still a long distance.

Even so, the byte beating still chooses to spare no effort in marketing investment model.

It is reported that the byte beating has proposed 1.8 million sales targets to Pico this year. In order to complete the sales, the blood of chicken from the bottom down must be indispensable.

Therefore, on the Douyin end, the byte beating contributed its core traffic to PICO. Recently, you can almost brush PICO -related content, advertising and activities.

In addition to Douyin, the byte beating also spared no effort. According to relevant media statistics, Weibo, B, Xiaohongshu, Jingdong, Taobao, live room, online video platform ... Almost in all mainstream traffic platforms, PICO can be seen.

Such a consumer -level marketing investment scale makes it difficult to imagine that Pico is just a "toy" with cutting -edge technology attributes.

In addition, byte beating has also launched various activities for PICO promotion, such as free experience and half -prices.

Interestingly, PICO has also received consumer complaints because of this promotional action.

It is reported that in the free experience activity launched by PICO, the free experience period cannot be activated. After activation, it cannot be returned. Some users have chosen to complain to the Jingdong E card because they want to return the goods after activating the experience. Online complaint platform.

Various signs show that byte beating as PICO is still the first set of marketing. So, can this long -term and short -term strategy help Pico out of the circle and get satisfactory sales results and user feedback?

PICO may not be so satisfactory

Objectively speaking, if you want product recognition, marketing will always only play auxiliary role. The most important thing is to depend on the actual product experience.

Considering that the head -showing AR device currently does not have too many direct comparison products in the global market, we will naturally compare Pico with Meta's Quest. Which product is the best performance, you can think that which one has mastered the "first opportunity" of the Yuan universe.

Unfortunately, in the direct contrast between Pico and QUEST, many people feel that Pico has fell down.

Although the new PICO NEO 3 LINK is launched this year, PICO does not seem to be hitting the core dimensions such as product experience, market coverage, and content system construction.

According to the feedback from some senior users, because of some historical origins, there is no much difference between Pico and Quest in the hardware products itself, and some users even say that the two use "almost almost". But in some details, Quest's overall performance may be better.

For example, the advantage of PICO is that wearing is more comfortable, and the experience after wearing glasses is also very good. However, the shortcomings of the game are very small and the disadvantages of the control lever have made it criticize a lot.

In contrast, QUEST ’s more game content allows it to lead one step ahead of the content ecology, and everyone knows that the content ecology is very important for the Yuan universe“ game ”, and hardware products can only be regarded as“ Enter the threshold.

More importantly, Quest has better price advantages than Pico.

On the one hand, most games on PICO are paid, and the cost of buying games is not low. Although the game on Quest also needs to pay, you can play the cracked version of the game after setting the developer mode, and then consider that there are many free game resources on the Internet, so Quest can be very low in the game content cost.

According to relevant statistical data, the total number of games of the official store and the non -official store of the Quest Store has currently exceeded 1,000, compared with the less than 300 advantages of the PICO store. On the other hand, Quest is cheaper than Pico at the hardware level.

Taking the latest product of the same configuration as an example, the price of 256GB PICO NEO 3 Link is about $ 470, while Meta Quest 2 only costs $ 399. From the perspective of the domestic market, although the starting price of Pico and Quest is almost the same, and even Quest is slightly higher, because Quest's huge advantage in game content, it will inevitably challenge Pico's sales.

In fact, market performance has proven this. According to the recent statistics released by Steam, the current QUEST 2 in the headset device market accounts for most of the market share, the market accounts for nearly 48%, while the market proportion of Pico Neo 3 is only 0.63%. The gap between the two parties is the gap between the two parties. It's not a little bit.

This may also explain why the byte beating has spared no effort to carry out PICO "saturated marketing". Without it, you want to occupy the market as soon as possible and reduce the gap with competitors.

However, it is certain that at least in the current PICO 3 stage, the byte beating is still in the product system construction with competitors with a lot of shortcomings. If it wants to further iterates its own stories of the universe, it still needs to iterate new products. Rich content pool.

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