In 2016, known as the first year of the VR industry, the VR industry has been difficult to achieve profitability despite its popularity with capital. Under this circumstance, the emergence of VR offline experience stores has not only opened up new ways of realizing the VR industry, but has also become common. Consumers experience VR technology in a convenient way. However, according to the White Paper on the Status Quo of China's VR Experience Stores, only 30% of the 3000 VR experience stores across the country achieved profitability, and most of the experience stores are still at a loss. In this regard, some media have conducted surveys on the current state of operation of the Beijing VR experience shop through a combination of questionnaires and physical store visits.
60% of stores are losing money
With the continued fiery concept of VR, Beijing's VR experience stores have mushroomed. The VR VR Park was built in Sanlitun by LG. The VR Experience Center has opened into Xidan Joy City and Chaoyang Joy City. The choice of virtual reality experience hall has also accumulated certain popularity in Yutang Shopping Center. After a year of market development, there are currently more than 100 VR experience stores in Beijing, and the densely populated business district has become the preferred location for these VR experience shops.
Survey results
Ms. Yan, the person in charge of the first on-site 9D VR motion picture theater, said that VR is a new thing and it is easy to convert the first contact person into a consumer user, and the dense flow of people in the business circle also provides convenience. “Our first on-site equipment of this brand can be flexibly deployed based on the size of the actual business area and the flow of people. In some areas with high passenger flow in Beijing, equipment purchased for more than 100,000 yuan can be returned in only two or three months. ."
But the fact is not the case. The reporter visited the VR experience shops in a number of shopping districts during the period from 17 to 21 hours late on Friday, Saturday and Sunday, and found that the passenger flow of these VR experience shops can be regarded as "dismal." Take the Jinghai original VR experience store on the first floor of Chongwenmen New World Department Store as an example. There is only one adult and one child who experienced VR in half an hour. Although some consumers still stop around the experience store, the clerk did not The enthusiasm to introduce consumers to experience content is in contrast to the fact that catering and other entertainment facilities around the VR Experience Store have been basically full, and some have even lined up. According to VR experience store practitioners, at present, 60% of VR experience stores in Beijing are at a loss, but compared with profitability, VR experience stores care more about training the market and winning opportunities.
Through investigation, it has been found that the current VR experience in the market can be mainly divided into egg chair VR and walking VR. Among them, egg chair VR is mostly based on head-mounted devices, while walking VR is operability. It has been enhanced. In addition to head-mounted equipment, there are usually simulation instruments and handles. Although different VR experiences differ in configuration, they cannot solve VR-specific vertigo problems.
To operate a VR experience shop, in addition to the previous costs, it is also necessary to invest in equipment maintenance, manpower, and rent. The relevant staff of the affiliate division said that in order to build a 40-square-meter VR experience studio, at least four sets of VR equipment are needed at a price of about RMB 250,000 and then at least RMB 10,000 per month. To achieve profitability, the monthly turnover also needs to reach 70,000-80,000 yuan. It is not difficult to see that although the shopping district has brought traffic to the VR experience shop, it has not formed a sustained and stable profit, and this has a lot to do with the problems of the VR experience shop itself.
The equipment quality is uneven
Unique store design often attracts consumers to VR experience stores, but hardware quality often turns VR experiences into one-time consumption. A survey by the reporter found that 30% of consumers will choose to watch VR experiences for the first time. However, since there is no need for linkage handles or simulative devices and no precise motion capture, the hardware quality of such VR experiences is generally low.
“When I first experienced the “Dragon Hunting†project in the V-View world, I discovered that although the picture is not as good as it is, the 360-degree viewing angle is full, but this time it was experienced in the world of egg chairs like VR, hardware quality. It is really bad,†said Mr. Liu, the consumer. “In addition to the intense screen jitter, the black border around the eyes also greatly affects the viewing effect. After this type of VR project will not experience.â€
The reporter learned from the egg chair VR supplier that the current average price of egg VR equipment in two markets is around 50,000 yuan, and that of three seats is around 100,000 yuan. The equipment mainly includes headset VR glasses and seats. chair. However, the immersive body-controlled VR experience that can be walked on is relatively cumbersome. Being immersed in the environment requires consumers to load a PC, plus VR glasses and artificial firearms. The Louvre and Panshi Experience uses helmet-mounted VR glasses and simulated firearms, but the prices of these devices are quite different. Take the example of a set of fully imported VRCADE equipment in the Panshi Experience Hall. This device includes a wireless video display head display, a pistol-shaped controller, and a position and motion tracking system provided by six cameras. The price is as high as 200,000 yuan, and the VR experience it brings is naturally quite different.
Serious homogenization of content
"I haven't understood how to play. The game started. I didn't kill the enemy in a shooting game. Instead, I was killed 9 times by the enemy." The consumer, Ms. Wang, said that the project that was originally experienced was a fierce battle for two-person team VR shooting. The result is that two people experience online in two different rooms. Not only are no companions found, it is difficult to distinguish even the enemies, and the fun of teamwork shooting is not realized. The game has entered a countdown.
According to the person in charge of the VR Experience Store, the innovative development of content is currently a problem faced by VR experience stores. Many consumers lose interest in the same content once they have experienced it once. It is not difficult to find that the egg chair category VR on the market is nothing more than landscape simulation and zombie tombs, and the walking class VR can not escape the elements of ski adventure and gun battle shooting.
According to Zhu Jialiang, a real-estate game CEO, the content in the current VR experience store is not enough to form repetitive consumption. It is too early to talk about profitability in the case of immature hardware and imperfect content. “The VR experience store is trying to VR creates a new way of entertainment, just like the video game halls that used to be popular on the streets. However, homogeneity is too serious to produce interactive content, and it is hard to imagine that the VR experience is just a need for entertainment."
Take the VR brand Mystery World Virtual Reality Experience Hall of the Secret Room Escape Mystery House as an example. The reporter inquired into the experience shop of the mystery world on the 9th floor of the Chongwenmen search show shopping plaza, but the field survey found that apart from the catering and cinema entrance, 9 The core area of ​​the layer is actually the video game city. Compared with the pictures, the mystery world was once in this area, but the cinema staff said that the video game city is more profitable and the mystery world has been withdrawn. In response, the relevant person in charge of St. Witt says that the future VR experience store will be based on heavy experience content, and lightweight VR entertainment content will be replaced by home VR devices in the future.
Charges cost-effective
According to the data from the White Paper on the Status Quo of China's VR Experience Stores, price is a key factor that influences whether consumers conduct VR experiences. The reporter found through combing that the current egg chair VR experience prices averaged around 30-50 yuan, the experience time is 5-12 minutes; and walking VR mostly according to the project charges, each person charges 50-80 yuan, experience time It is an average of 10 minutes.
In order to give consumers more choices, VR Experience Store has also developed a variety of charging methods. Relevant person in charge of the decision said that for some consumers who are familiar with VR games, they decided to introduce a fee of RMB 3 per minute. V Viewworld has introduced a 188 yuan/person pass, which can play 4 items, and the store's discount is also in line with the group purchase price. Despite this, the consumption standards of VR experience stores are still at a relatively high level.
"It took more than 100 hours to experience VR haunted house, like watching 10 minutes of bad quality horror film, it feels worthless." Consumer Du said that the VR experience shop always put the price very high, making people prohibitive, and borrowed Group buy low-cost propaganda to attract consumers, but in the end it is nothing more than a fresh picture, and the price is too low.
Survey data shows that 38% of consumers can accept VR experience prices within 30 yuan, 23% of consumers can accept prices within 50 yuan, only 14% of consumers are willing to experience even if they spend 100 yuan each, Another 23% of consumers said that as long as the experience is good, the price does not matter. "Compared with KTV, escape from the closet and other leisure and entertainment methods, VR experience charges are higher, and experience is relatively poor. If we can't change these conditions, the spring of profitable VR experience stores will never come." Zhu Jialiang stressed.
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