Recently, the discussion about the mysterious AR start-up unicorn Magic Leap "special effect scam" is very rampant. This star company with a large investment of $4.5 billion, such as Google, Alibaba, A16Z, KPCB, JPMorgan Chase, etc. The paradox of the cusp, people can not help but start to ask: How far is VR and AR from us?
Based on the gradual enrichment of the role of the industry chain, coupled with the sensitive marketing scent of many brands, VR, which is very topical in nature, naturally comes together with marketing. IResearch's judgments on the basis of VR marketing, namely user, device attributes and business opportunities are as follows:
1) VR initial role positioning as a matching deviceThe main theme of VR cognition in the industry: VR will not have the mainstream leading position of similar computers and mobile phones in the consumer electronics field for a relatively long period of time (temporarily defined as 5-8 years), and more is to assume the role of matching devices. It is very important, but it doesn't matter because VR goes to the computer and replaces the phone.
In addition, the user's duration of use and frequency of use will remain relatively low for a long time.
2) Desktop VR, all-in-one VR and mobile VR differentiated marketAs a new form of content presentation, different types of VR terminals will differentiate into the market: the high-end market is dominated by desktop VR, immersive games and high-level somatosensory interactions will become the mainstream of this market; the low-end market is integrated Machine and mobile VR-based, with the launch and popularization of platforms such as Daydream, the potential of video (short duration), small games, social and other fields will be stimulated in this market.
3) The window of entrepreneurship is precious, and the future giants will occupy space.The growth of hardware and user volume will be the premise of VR marketing development. The participants, discourse rights and value chain flow in different stages are different, and different roles have opportunities for explosion. The initial stage of the industrial value chain is the golden period of entrepreneurial enterprises. Once the industrial chain is formed, most of the market space will be squeezed by the original Internet giants.
Based on the judgment of the three premise, through the observation of VR marketing trends, not only the traditional marketing methods of hotspot marketing using VR concept, but also the new communication carriers that are displayed by VR content, carried by VR devices, and distributed by VR content distribution channels. The development of marketing forms of presentation. Based on the premise of optimistic development of technology, Ai Rui explores how VR marketing model may be carried out under the premise that VR may become another carrier of advertising.
Ideas about the scale of VR marketingThe differentiation of the three major product forms has brought about a difference in business models: the business model of desktop computers is mainly based on user fees, and the business model of all-in-one and mobile VR is mainly traffic flow.
1) The first stage: IP cut-in, communication relies on traditional channelsFeatures: User scale is lacking, VR advertising relies more on concept hotspots and strong IP for secondary communication
In the past 1-2 years, the number of VR active users is less than 5 million, the amount of VR content is small, there are a large number of 360-degree video transition products, and the content distribution platform is not scale. The duration of this phase is expected to be 2-3 years. Less user-level and content-level, poor user experience, VR devices are not enough to become the mainstream communication channel for VR advertising content. More practice is to use traditional channels to spread VR hotspot content.
The general practices of VR marketing at this stage are: 1. Product and VR box bundled sales, user experience products and VR interactive content; 2. Offline VR display, collection and distribution of VR equipment, mostly belong to the new experience offline marketing Means; 3. Strong IP star interaction has become one of the most common content.
If the excellent entrepreneurial genes are complemented by excellent IP resource coordination capabilities, the early-stage start-up companies or teams have golden opportunities in the content production and channel; traditional advertising film and television content production companies have practical experience and inherent resource channels. The threshold for transforming or increasing VR content production business is relatively low; the current relatively high IP cost brings challenges to both the startup team and traditional content production companies. Because of the strongest content of VR content, the high cost Large production, strong IP is more likely to form a burst point, relatively speaking, the entrepreneurial team needs more capital support.
2) The second stage: hardware side participationFeatures: Accumulate a certain user scale basis, hardware manufacturers control channel power
In the next 3-5 years, the number of active VR users will reach 20 million, and the amount of VR content will grow to a certain scale. The content distribution platform based on mobile app will gradually become a system, and it will start to try VR content distribution and traffic realization.
The duration of this phase is expected to be no more than 2 years.
Under this user level, it is difficult to scale up VR advertising platform enterprises, and the distribution channels are mainly built by traditional media, supplemented by new startup platforms. The large media direct advertising model is rapidly established, and the long tail distribution platform is expected to realize, but It takes a certain amount of time.
Big-name mobile phone manufacturers are involved in the field of mobile hardware VR. As the cost of hardware declines, competition begins to heat up. Under the pressure of zero profit or negative profit sales, hardware manufacturers are beginning to seek a new model of commercial realization, participating in the integration of one-machine start-up advertising and mobile VR system advertising.
3) The third stage: VR advertising platform appearsFeatures: Breakthrough of user base, complete distribution system, VR advertising platform emerges
In the next 5-10 years, VR active users will exceed 80 million levels, and VR content has become more and more abundant. The content distribution platform based on mobile phone app has gradually become a system. The VR advertising platform dedicated to VR advertising appears, one machine or relying on Day Dream The application of the VR-dedicated system is sold from the component distribution system or the docking external platform SDK.
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