The sales volume flipped three times, the blood fighting for the price, the hidden "corner" of the Yuan universe, the fire

Source | Tech Planet

Wen | Xi Rui

"PICO is the brand with the most shipments in our store", He Yang, a sales manager of an offline electronic digital collection store in Shanghai, told Tech Planet.

In the negative floor of this mall, the bytes of the VR brand PICO are not conspicuous in the gathering store. The area area is only less than 10 square meters. The entire mall only has passenger flow on weekends. On the night of working, there were no more than 5 customers who entered the store. The collection store only needs to leave two employees to take care of the huge stores.

But in March this year, 150 PICOs were bought from this collection store. Even in June just in Shanghai, 70 customers started a new toy Pico.

Perhaps because of the Yuan universe, it may also be the layout of Internet factories such as byte beating and Tencent. The C -side VR market has once again become the focus. According to IDC data, in 2021, the domestic VR all -in -one market C -side accounted for 46.1%. Not only VR equipment, offline experience stores have also captured young people in the past two years.

At present, PICO and iQiyi "adventure" is one of the few manufacturers that can widely push products to the consumer market in China. In the past two years, while they are fighting for users at low prices, they are also making up for the content ecology.

Data can printed their investment in feedback. According to IDC data, in the first quarter of 2022, 228,000 units of Chinese all -in -one VR shipments, accounting for 88.9%of the overall VR shipment, Pico Neo3, adventure Dream, adventure 3, these three products are among the consumer market shipments in the market shipment volume The first three.

However, compared to overseas markets, there is a large gap between the domestic VR industry in both shipments and content production. The Yuan universe may be a stimulant, but the continuous development of the VR industry depends on the long -term investment of manufacturers.

VR all -in -one is hot, "flying" young people

The VR market has "survived" in recent years. Whether it is capital or consumers, it has re -enthusiasm for VR.

The large -space VR content distribution platform "immersed the world" has recently announced that tens of millions of yuan A1 and A2 rounds of financing have been completed in half a year. As of the end of 2021, immersed in the world has expanded nearly a hundred VR experience stores in more than 30 cities across the country.

At present, immersing the world is a brand in the forefront of domestic VR experience stores. Chen Xin, CEO of the World, told the TECH Planet that under the impact of the epidemic in the first half of this year, the speed of extension was affected, but the number of stores in the first half of the year still increased. After May, everyone's demand for entertainment is still very strong. "We can now reach 60%-70%of cities with high repurchase rates. Now the average repurchase rate of the country is about 43%."

Compared with the offline VR experience scene, the VR all -in -one has become the focus of the market in recent years. To a certain extent, the VR all -in -one aircraft detonated the market and drove VR out of the circle.

Although the VR family scene and offline scene are two independent markets, Chen Xin also said that the marketing promotion of VR hardware manufacturers such as PICO in the past two years allows users to have stronger awareness. In fact, it has great benefits to the offline market. Essence "Douyin is on the screen advertisement every day. The improvement of the entire user's cognition is also gradually reducing the threshold of users for offline consumption."

The VR equipment boom has set off for several rounds. It is no longer a new concept, but this round is detonated in the consumer market, and VR devices also "fly into the home of ordinary people", not just staying in the laboratory of giants.

Data shows everything. The "adventure" of PICO and iQiyi of bytes is the two powerful players currently shipped in the domestic C -end market. According to the Wellsenn XR report, in the first quarter of 2022, PICO global shipments were about 170,000 units, with a market share of about 6.18%, and iQiyi's "adventure" global shipments were about 23,000 units, with a market share of about 0.84%.

In the second quarter of this year, according to Feigua data, Pico almost maintained the high frequency of daily broadcasting in the three live broadcast rooms in Douyin in the past three months, and the total sales volume of the three live broadcast room exceeded 35,000. Roughly estimated that PICO series products sold more than 30,000 units. From the channel data of the Douyin Live Room, the sales of PICO in the second quarter have increased significantly.

Picture source: Flying Gourd Data PICO Douyin Live Room sales data for nearly 5 months.

According to data from third -party platforms, in JD.com, in the past three months, Pico's main product Pico Neo3 pioneer version has sold over 38,000 units. This also means that in the second quarter, PICO's sales on Douyin and Jingdong platforms have reached nearly 70,000 units. PICO also has hundreds of dealers and other e -commerce channels across the country.

Iqiyi's "Adventure" also released the relevant data of the 618 e -commerce promotion on June 1. The 1 minute sales of Qi VR on June 1 exceeded the whole day of last year, and the 4 -hour sales increased 12 times year -on -year. The "adventure" told Tech Planet that compared with last year, sales in the first half of this year have increased.

In May of this year, according to Sina Finance reports, due to the far -reaching expected marketing effect, the byte beating even raised the sales target of Picovr products in 2022 to 1.8 million units, and the previous original target was about 1 million units. In fact, the adventure also raised its sales target this year, but the official data has not yet disclosed to the TECH planet.

It is not surprising that the popularity of new users and the popularity of the content ecological market for VR manufacturers. Consumers' purchase enthusiasm stems from manufacturers to spare no effort to subsidize and bombard promotion.

PICO NEO 3 launched for the consumer market in May last year was originally priced between 2499 yuan and 2999 yuan. After the byte beating has become the backing of Pico's resource, Pico also follows Meta (Facebook Facebook) on the road to subsidies. "I just came here in March this year, and the product had fallen once at the time." He Yang told Tech Planet. But three months later, he received a notice of price reduction again.

In June, the critical time of e -commerce promotion. Now the offline prices of the product offline price of Pico NEO3 "8+256G" have dropped to 2299 yuan. During the 618 period, the price of some models of Pico even broke the gear of 2,000 yuan to 1799 yuan.

Earlier this year, the byte beating even a month -old PICO product semi -price inside -selling activity was held in the company. Some byte employees said that nearly 10,000 units were expected to be purchased at that time.

Not just Pico. At the end of last year, the original pricing of the Dream VR all -in -one released by iQiyi "Amazing" was 1999 yuan. During the 618 period, the products of the adventure also broke the price file of 2,000 yuan.

"For many parents, one or two thousand is the price of buying toys for children," He Yang explained. For young people, the price of VR all -in -one is not expensive in electronic devices. "Switch has always been two or three thousand. It can still be affordable to buy a VR all -in -one machine, and you can also punch in cash." Yang Chao, a VR all -in -one player, told Tech the planet.

For three months, the price is halved, and there is no reason to refund the game for seven days, and the purchase of the equipment to send the game content.

The market is a common strategy of PICO and "adventure" by low -cost. Meta's CEO Zuckerberg stated that once the number of users exceeds 10 million, the content and ecosystem of VR will usher in explosive growth.

In fact, PICO and adventure have also had strategies in the content ecology in the past two years.

From star concerts to virtual idol VR live broadcast, byte beating is trying to link all possible entertainment formats with VR. Since NEO3 has been launched, Pico has held VR concerts of many stars such as Wang Feng, Wang Qing, and Zheng Jun, and these will be the exclusive content of Pico.

For the content ecology, the byte beating is equally "big sword" to acquire or cooperate. Recently, "wave particles" in bytes are to expand VR social business.

PICO's team size is also expanding rapidly. According to public information, the total number of PICO team has risen to more than 300, and it is still recruiting various types of positions on the recruitment network of byte beating. The person in charge of the watermelon video Ren Lifeng, the head of Douyin Variety Song Binghua, and Wu Zuomin, director of Douyin Entertainment, all transferred to the relevant department of Pico.

Compared with the expansion of Pico, the "adventure" team is relatively stable. At present, the team is about 100 people, and there is no obvious expansion action.

In terms of game ecology, "adventure" follows the fine strategy. "Some of the quality of the quality, purely the game, we don't know much about it." In addition, the adventure noticed that VR players are more interested in online games. They will use this type of content as one of the key directions in the future.

Yuan Universe: VR consumer stimulant

The boom of the Yuan universe has allowed the VR industry to return to the public's vision again, but can the Yuan universe really save VR?

In fact, many industry practitioners told the TECH planet that many start -ups who really do VR do not like to label themselves on the Yuan universe. From an industrial perspective, for startups, the concept of short -term meta -universe may be helpful during the financing stage, but it is very short. In the middle and long term, it may bring some harm. "After all, the Yuan universe is still a concept. In the future, start -ups cannot be fulfilled, and they may face another wave of doubts about the industry."

According to data from Zhiyan Consulting, the number of investment in China's VR/AR industry in 2021 was 99, an increase of 38 from 2020, an increase of 38.38%year -on -year, but the investment amount decreased by 71.84%from 2020 to 10.92 billion yuan.

Compared with the investment end, the larger promotion of the Yuan universe is on the C end. Many consumers are pouring into VR to make the Yuan universe concepts. Many VR players told the TECH planet. Because of the concept of the Yuan universe last year, they wanted to experience what "Yuan Universe". Some players bluntly said, "Last year, I bought it because of the heat of the Yuan universe, and the price of QUEST device is cheap."

The official immersed in the world CEO Chen Xin and the adventure also told the TECH planet that the concept of the Yuan universe is more popular compared to the capital circle, which has greater promotion effect on C -end consumers. Essence

It is this reason that more VR headsets are wearing VR headsets. In the virtual world, they are not electronic enthusiasts, but more electronic "little white". "Many children's experience feels fun, and parents buy it. They may not have heard of this brand before." He Yang also told Tech Planet.

"In the past few years, VR users are still more professional, and their hardware requirements are relatively high, or these people are professional gamers. Most of them have come into contact with PC -type VR devices." People told Tech Planet, "With the development of the market in the past two years, many popular users have poured in. Most people have never exposed to VR before, or they have only seen it." In Chen Xin, compared to Consumers have increased their awareness of VR. "In 2015, it was the biggest damage to users. The previous offline provided a very poor experience. Now users have stronger viscosity for VR. In fact, the repurchase rate can already explain everything."

Bringing consumers may be a greater value of the Yuan universe. When returning to the industry, everyone cares about the Yuan universe, but the content ecology, technology and products.

Although domestic manufacturers have been increasing in content in recent years, compared with before, the domestic VR content ecosystem is indeed richer. But compared to overseas markets, there is still a large gap in the domestic VR content ecology.

According to data from Zhiyan Consulting, the number of Chinese VR consumer -grade applications in 2020 reached 13,165, an increase of 3728, an increase of 39.5%year -on -year, but there was no phenomenon -level application.

At present, the content of PICO and adventure is mainly introduced. The adventure has a self -developed team but the content output accounts for relatively small content. "Players are now attracted by content. VR can get up quickly in the past two years because there are several killer -level applications. There is no explosive VR game in China." A VR industry practitioner told Tech planet.

Chen Xin also said that from the perspective of VR users, the core attracts attention. "Because users are not consumer technology, they are consumer content. The content is completed on the basis of technology, so you need to give users better content."

VR player Liu Chang chose to start PICO to better experience the VR Chat's application, but in the end, he returned the product because of poor experience. "The systems of the two are quite different. The ecology of Quest is obviously richer. I have paid 4 or 5 games." Liu Chang told Tech Planet.

Hardware and content ecology are actually complementary. Only when the shipment of VR equipment is continuously increased can the output of VR content be driven. Compared with Quest 2's sales, domestic manufacturers are still far away. For a long time in the future, expanding new users may be the top priority of domestic VR manufacturers.

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