The virtual reality (VR) that has been in full swing for the past two years is gradually entering a "cooling-off period." Regardless of whether the capital predators are gradually cautious about VR investment, or the dilemma of many VR companies in bankruptcy, transformation, and layoffs, they all reflect that VR is also facing the test of “cold winterâ€. However, the chill did not completely block the enthusiasm of the company. Recently, Alibaba announced the establishment of VR Lab, which revealed the Group's VR strategy for the first time. Taobao also launched the Buy+ program using VR. Tencent announced the Tencent VR SDK and developer support program. Xiaomi also established the Discovery Lab, the first research institute. The project is VR and two products have been released. In the gap between China and the US Virtual Reality Conference on December 1~2, Xiaomi Film Industry President, Xiaomi Router and Xiaomi VR General Manager Tang Mu accepted an exclusive interview with “Daily Economic News†reporter (hereinafter referred to as NBD). It is frank that Xiaomi VR is still in the investment period for the next 3 to 5 years, but it cannot always lose money. Tang Mu said that VR has indeed encountered "cold winter", and the tens of millions of explosive products urgently needed in the mobile VR industry will be difficult to appear in 2017. At the same time, Tang Mu expressed concern about the overdraft market for inferior VR products on the market. NBD: The VR market has been hot for a long time. Xiaomi entered the VR industry in early 2016. Is this time late? Tang Mu: At the beginning of 2016, we observed VR products that have been released, are being done but have not yet been released. I think they are too anxious, the second is too rough, and the third product definition has problems. Last year, we saw that VR technology still has many obstacles in the consumption field. I think it is not too late to enter now. It is necessary to further judge whether this technology has the opportunity to land at the consumer level. NBD: At present, what do you think of mobile VR products in the market? Tang Mu: People have enthusiasm and curiosity about VR. I think VR is in demand. Many people queue up for 100 yuan to experience it once. Many companies have already produced products, but the products do not meet user expectations. Many users feel endless disappointment and loss when they buy them. This is unlikely to bring good reputation and it is impossible to make VR really land in China. The right product is not necessarily the best and most perfect product, but it must be at the time of release, in the consumer field to meet expectations or even exceed expectations. The user is full of curiosity and expectation. If a thing is released, it is called VR. As a result, people will be disappointed, which will adversely affect the product brand and VR itself. Inferior products will overdraw the market. In addition, many cottage manufacturers export products to foreign countries, which is also a very inappropriate phenomenon. NBD: How is Xiaomi's layout in the VR field? Tang Mu: At present, we mainly focus on mobile VR. We are also exploring one machine, but now the one machine is still too heavy. My understanding of VR is both a virtual reality product and a wearable product. I think that the wearable cost that people can accept is very limited, and the wearable products are light and comfortable. In the case of the current VR helmet, most of them are complicated. NBD: How much does Xiaomi invest in VR products? Is it a separate sector, and will it consider independent financing or listing in the future? Tang Mu: From the number of people, it is 30 to 50 people. It is basically the cost of the product. The specific funds are hard to tell. In fact, it is still a relatively light model. Xiaomi's mobile phone system has also made a lot of changes to adapt to VR, updating a lot of permissions. I think that investing people and money is not the biggest investment. What is important is that mobile phone platform providers can really make a global optimization for VR. Xiaomi VR is still doing it internally. I think it is a bit early to go public, and the whole market is still not clear. NBD: What do you think of the “winter†of the VR industry? Tang Mu: In essence, there are difficulties in both content and hardware. Many VR teams have also closed down. If the product itself is better, there will be no winter and spring of VR. I think that the product is still not doing well. It is promising to do a partial technique in this area, focusing on the subdivision of the field. At the same time, there are some flaws in content entrepreneurship, but the " casualty rate" is too high. How do you know that you are the 1%? NBD: What is the reason why VR is more difficult to popularize in China? Tang Mu: First of all, VR does not form a name that people can understand in China, affecting the education of users. VR is a technical name, not an intuitive product. At present, the word VR has been spread like a well-known word like PC. It is very likely that the name is like this. However, the formation of the VR name is very strange, and China is suddenly brought abroad. NBD: In the early stage of VR, investment is very important? Tang Mu: You will find that some companies get a lot of big financing, but in the whole industry ecology, if you feel that there is a lack of a certain link, it is very dangerous to take funds to blindly supplement. Funds can start, but it's hard to last until the end. NBD: Many companies are investing in VR content now. What do you think? Tang Mu: I think it is not reliable to use money to buy VR content. The first thing I negotiated with any content vendor is that you are welcome, but I will not spend a penny on the content. Take the mobile phone for example, Xiaomi mobile phone did not take money to iQiyi, Youku, when this hardware platform is strong enough, maybe Iqiyi pre-installed into Xiaomi mobile phone is to pay for Xiaomi mobile phone. We have never done hardware subsidies for content, which is very unreliable. I think Xiaomi's view on smart hardware is the same, and the hardware cut into this road will continue. NBD: Is the VR industry now in need of explosive products to increase awareness? Tang Mu: Yes, you don't have a platform to operate. What is the use of content? I think it is very difficult to make explosive products in 2017, and mobile VR is very dependent on mobile phones. At present, sales of mobile phones have become an obstacle. NBD: What are the biggest problems and challenges facing the VR industry? Tang Mu: Manufacturers are too eager to invest huge financial and human resources. If the timing is wrong, they may lose a lot. There is a saying that this market is likely to develop. If I stand in it, I might get the benefits. If I regard this market as a gamble, sitting on the table, not only may win in the future, but also lose money. To make the market a gamble, I think it is very unreasonable. Maybe you haven’t seen the day you can win, you’ve already lost your family. It is not advisable for entrepreneurial teams to make products in this way, but there are still many people who use this mentality to do this kind of thing. NBD: What is the difference between domestic and foreign VR market? Tang Mu: In fact, the foreign VR ecological chain is not mature. Several VR companies that have done a lot abroad are also burning money, and some models are very heavy. They don't invest much before they see the business model. NBD: What is the trend in the next 3 to 5 years, and what will happen in 2017? Tang Mu: If there is a product that reaches tens of millions of sales, this thing is reliable. I don't see any other companies at the moment, but I believe that Xiaomi can seize this opportunity. In addition, the projects we open will not be easily abandoned, and the entire market is still not clear. In the future, we will keep enough investment until we find the real explosives. I believe that the next 3 to 5 years is the investment period, but I can't lose money all the time. I have to learn to invest limitedly. liquid keychain wholesale,liquid keychain toy,moving liquid keychain,liquid keychain diy,custom liquid keychain,liquid keychain manufacturer Shenzhen Konchang Electronic Technology Co.,Ltd , https://www.konchang.com
Talking about the timing of Xiaomi doing VR: it is not too late to enter now.