With the continuous development of the virtual reality industry, its application has gradually extended to various traditional fields. New emerging industries such as VR+ tourism, VR+ real estate, VR+ industry, and VR+ education have emerged. As the location of the country’s first virtual reality high-tech industrialization base, Qingdao has been highly valued by governments at all levels and has attracted the attention of practitioners in the country’s VR industry.
On November 8, the first VR industry salon in Qingdao was held in Qingdao Qixin Technology Science and Technology City. The theme of this salon was “Chuangqi·Future Visionâ€. The contents were wonderful and the dry goods were full. Many local VR entrepreneurial teams, filming talents and VR enthusiasts from Qingdao came to the scene to learn what the experts shared and discussed and interacted with guests. At the same time, many well-known media in Qingdao and VR network (WeChat public number: VR platform) reporters also participated in the event.
Enlightenment Association letter, Qingdao Science and Technology City, the first Qingdao VR industry salon
The VR industry salon specially invited Lanting digital co-founder, COO & CMO Zhuang Jishun; founder of car technology, master Huang Boyuan of Tsinghua University; super-intelligent CEO Liu Xiuyan, director of virtual reality cooperation Zhao Yiwen and other top domestic VR industry coffee to discuss The new model of combining virtual reality technology with traditional industries will talk about the future development direction and prospect of VR content.
First, Bi Zhaoyi, director of operations of the Qidian Xixin Science and Technology City Park, delivered a speech on behalf of the organizers. Enlightenment Correspondence Qingdao Science and Technology City, as the first stop of the National “Hundred Garden Project†of Enlightenment Xixie, relying on the resources and platform of Tsinghua University, combining the enlightenment holding three-dimensional three spiral model, based on innovation, taking industry as the starting point, To build the first city-centered technology innovation center in downtown Qingdao. In the future, Enlightenment Correspondence Qingdao Science and Technology City will intensify cooperation with Enlighten Virtual Reality, landing Aga College and VR Accelerator, focusing on industry personnel training and accelerating business growth, and promoting the rapid development of the virtual reality industry.
In the speech session, four VR employees discussed their perspectives from the perspectives of combining VR and education, VR's revolution in advertising marketing, automotive industry and digital visualization technology, and the application of inertial capture in VR interactions. , VR network editor for everyone to sort out the dry speech for the four guest speakers are as follows:
Enlightenment virtual reality cooperation director Zhao Yiwen
Zhao Yiwen, Director of Qidong Virtual Reality Cooperation, first took office, bringing about the development of VR in education and sharing of future trends.
Zhao Yiwen believes that VR brings many changes to traditional education. Currently, four common VR education scenarios are: high-cost, high-risk mechanical operation training, such as military training; scenario-based teaching that is difficult to implement in reality; teaching games based on 3D images; immersion of K12 education upgrade.
The most important aspect of education is to share and perceive from an international perspective. For example, during the process of learning chemical knowledge, junior high school students will have to go out for a visit or to conduct hands-on experimentation. However, because of course schedules or weather conditions that prevent students from experiencing it, students lose the opportunity to perceive knowledge more profoundly. Under such circumstances, if you use a VR device, you can simulate actual operations in a classroom and in a safe environment, which will solve many of the teaching needs. If a lot of knowledge is simply dictated, it will not bring deep knowledge, and VR can make up for this part of the lack. And we can now have about 40 people in traditional classrooms, and there is no limit to the number of people that a virtual reality network classroom can accommodate.
When talking about the internationalization of education, Zhao Yiwen believes that students do not want to learn all foreign knowledge, but also to learn their way of thinking. According to incomplete statistics, 553 universities around the world have established or applied for the establishment of VR labs, mostly in Japan, the United States, and Canada. Foreign exploration of VR education is more innovative. It is very important to communicate with people from all over the world. In the future, we can communicate with them through the Internet in virtual reality and attend classes together. At that time, VR education will exert greater value.
Although VR has an irreplaceable significance for education, and there are more and more practical applications, there are still three deficiencies in VR education. First of all, the high price of hardware and immature technology hinder the popularization of VR education. Second, the VR content corresponding to teaching is scarce, the production cost is high for a long time, and the content is incomplete. Most of them are DEMO. Finally, the combination of VR technology and teaching content is not yet mature and is still in constant trial and exploration. And VR can't take the place of a teacher. It's just a helper. But one thing that can be sure about the future is: Subversion is now in the future. With VR and AI, the traditional education model will one day undergo earth-shaking changes and become what we imagined.
Lanting Digital Co-Founder, COO & CMO Zhuang Jishun
Next, Lan Ting Digital Co-founder and COO & CMO Zhuang Jishun shared the application of virtual reality in advertising marketing from their own professional perspective.
Zhuang Jishun believes that there are some problems in the current advertising marketing industry. For example, due to the severe saturation of various channels and media delivery, the excessive reception of fragmented information by users has led to a sharp decline in the arrival rate and conversion rate of all current launches. With the rapid changes in the concept of consumption, the positioning of brand owners on their own products is also changing. After 95th as a new consumer group, all of their consumption logic and experience logic are not the same as the original advertising marketing distribution logic. Therefore, it is impossible to accurately advertise marketing and delivery. This is a pain point for current advertisers.
When VR is combined with advertising, it will bring new imagination and profitability. First, passive acceptance becomes an active experience. In traditional advertising, consumers are watching in a third person or God's perspective. They are not directly related to the content played on the screen and can only be passively accepted. The strength of VR lies in the ability to place people in an overall virtual experience space, as well as interactions and exchanges. Passive acceptance has changed the active experience. This is not possible with all previous advertising marketing methods.
After some VR combined with advertising marketing attempts, Zhuang Jishun believes that before the traditional survey methods and some big data obtained are not enough, because these methods can only get the click, select or guide data on the terminal , as well as your personal information, but if you use VR, you can put the consumer in a completely virtual environment, you can record all the information, in addition to gestures, movements, body language, eye movement data, you can even Record brain waves, heart rate changes, heart rate changes, body temperature changes, and more. The human body can't lie. By enriching and improving the data level, the results obtained are far better than the traditional research methods. This has a very strong impact on the entire advertising media placement and product development process.
Secondly, in terms of sales conversion, many advertisers are now facing very big problems, to increase sales or maintain sales. The marketing department or brand department is also facing the pressure of sales transformation. Any kind of traditional marketing method can't become the mainstream transformation method that brand owners use in the future if they can't bring about transformation. Zhuang Jishun found through some cases that VR has this potential. If VR can develop the live imaging system in the future, which can form a mass transformation, it can become a mainstream delivery method in advertising marketing. Once this condition is met, it can at least have 100 billion market size.
Zhuang Jishun believes that the ideal VR advertising marketing method is to use the VR story design, and some technical interaction design to guide the induction and even proliferation of consumer hormones, he used the actual case to demonstrate this view. On May 20th, 2016, Lanting Digital and Taobao had planned an e-commerce VR marketing. The customer was the Rejoice product under Procter & Gamble. Two popular stars, Yang Yang and Dili Jehba, took product-related VR videos. Playback amounted to 53.94 million. Although less than 1 million of them were viewed using VR devices, only about 1 million of these viewing data resulted in nearly 10 million product sales conversions, which lasted for 7 days. The sales volume of the product was more than three times the sales volume in May of 2015. This is the case of the guidance of consumer hormones. This logic was further verified in the VR marketing of LG Beauty Products. In the VR video implanted in eight LG products, the final sales are very gratifying, the price of 1,500 yuan skin care kit sold more than 5,000 sets, far exceeding the advertiser's expectations.
In addition to online marketing, the effectiveness of VR technology applied to offline research is also very gratifying. In the cooperation with Unilever, Lanting Digital has tried a brand new approach to consumer research. Through VR modeling and motion capture, large-space positioning interaction technology, eye-movement data collection and other technologies, a virtual scene is created. In this scenario, consumers can do similar game experiences, such as shopping in supermarkets, washing clothes, Drying clothes, etc., but there are many rational judgments and designs, you can also record eye-moving hot spots, changes in heart rate, changes in body movements, and so on during the experience. By adding some options, such as selecting the color of the product, consumers' preferences for product attributes are restored. In addition to the data that can be obtained from these traditional surveys, you can also obtain the physiological data of the experiencer. For example, 86.5% of the users chose red-packaged products, but 70% of them saw a long time while watching the yellow packaging. The visual hot spots have become red, and heartbeats and brain waves have also undergone major fluctuations. And these data are exactly what consumers really want to know. This survey method not only takes shorter time and lower costs than traditional survey methods, but also increases the authenticity of data research. This is exactly the value of VR for offline research.
Zhuang Jishun concludes in the end that VR marketing has broad prospects and strong liquidity, but it requires marketing, consulting, research, and other professionals. Everyone works hard to produce content. This is the biggest barrier at the present stage, and it is also an opportunity.
Vision Technology Founder Huang Boyuan
Huang Boyuan, the founder of Visual Vehicle Technology, which is engaged in the research of digital visualization technology in the automotive industry, said that in the automotive industry, VR technology was used as early as the 1990s, but until 2005, some industrial-grade VR devices were introduced into the design of automobiles. , And after the emergence of Oculus in the 14th year, the entire automotive industry has also changed. Although the entire automotive industry currently requires relatively little use of VR, HTC, Oculus, and other companies are currently attempting to use VR for engineering verification. SEAT is using a similar set of human-machine verification equipment for its internal layout. design.
Huang Boyuan called the virtual car or virtual test drive through VR VR 1.0. With the release of the new "Automotive Sales Management Measures" in April this year, the entire automotive industry will face tremendous changes. In response to such changes, Vehicle Technology provides different product collocations for each link, and can build a database for various dealer products. In the future, customers can directly browse and view the vehicle directly through virtualization.
Vision Vehicle Technology plans to launch a database including more than 80 brands and more than 300 models in the world in the next six months, and establish a three-dimensional model to standardize the conversion and encryption of different models and parts of different companies. The resulting data is processed at the corresponding end sizes, respectively, to ensure that the entire vehicle body is presented on the mobile side without loss of detail and the file size is optimized within 10 MB.
Specifically, in the product model rendering effect, specifically developed a virtual real car paint material PBR, this based on the mobile hardware real-time rendering of the material ball 99% restore the original car paint effect. In addition, the surrounding environment is also very important for display, because the body is actually a mirror effect, so during the entire system development process, patents are also rendered based on its light field environment, establishing a specific display environment for different car brands, including daytime, Night and different weather conditions. Finally, Vehicles Technology will also provide users with behavioral record analysis services that can be recorded online in real time, accurately analyzing the attention of the vehicle’s highlight areas, and more.
Super intelligent CEO Liu Xiuyu
In the end, Super Intelligence CEO Liu Xiuyan, who focused on inertial motion capture technology, shared with the guests the application of inertial motion capture in VR interaction.
Liu Xiuyu said that the reason that Super Intelligence is optimistic about inertial motion capture technology is based on the status and needs of the industry. The full immersive visual experience allows people to have a preliminary understanding of the VR world, and interaction allows people to “enter†the VR world and experience the virtual world. In the virtual world, there are four basic interaction requirements for users: self-awareness, spatial perception, sound perception, and tactile perception. Among them, sound perception can be accomplished through the voice world technology, while self-perception and spatial perception require motion capture technology.
At present, there are two types of motion capture technologies, one is optical motion capture, and the other is inertial motion capture. The optical program has a history of several decades and the technology is relatively mature. It was mainly used in film and television production. In VR, optical motion capture is mainly applied to large-space positioning. The advantage of optical motion capture is its high accuracy. The disadvantages are high cost, complicated installation, high requirements on the environment and light, and many people have problems with light shielding. Inertial motion capture can avoid these problems very well. It has the advantages of low cost, easy use, good multi-target dynamic performance, and no obstruction. By fixing the nine-axis sensors on the main joints of the human body and combining a set of underlying multi-sensor fusion algorithms that conform to the structure and movement laws of the human body, human body motion capture can be achieved and virtual interaction can be achieved through the 3D engine.
Liu Xiuyu focuses on the study of hand motion capture. In his opinion, hand motion is the most natural and instinctive of all human actions, and the inertial motion capture scheme is the best experience in the application of gestures. Super-intelligence takes the hand as the starting point and has developed a gesture-action capture solution. In the exploration of the application scenario of gesture interaction and VR integration, it has been found that the field of business, especially medical, military, and vocational education, is a relatively broad field of gesture hunting.
After that, Liu Xiuyi shared some specific application cases. Medical treatment is a field that requires a high level of precision in operation. No matter whether it is a hospital or a medical school, it is not acceptable to use an interactive handle to perform an operation in VR. It requires a student or a doctor to operate it by hand. Therefore, many partners in the medical field are developing corresponding simulation training programs, such as VR oral surgery simulation or ENT surgery simulation training. In addition to medicine, there are VR simulation driving experience based on gesture interaction and simulation operation training of special equipment. Gesture interaction allows users to perceive themselves more realistically. If the user is using the handle in an FPS game, the user's focus is on the gun, the handle will not bring a sense of disobedience, but if it is in the precise operation, the simulator will appear to have It is common sense.
As for the application of full-body motion capture in VR interactions, Liu Xiuyi is more optimistic about the application of the B-side scene than the game entertainment field. Such as military simulation training system, including the operation or maintenance of special vehicles, field rescue simulation training. In addition, Super Intelligence has also developed the first full-area traffic alert + speech recognition + VR interactive traffic police scene simulation training assessment system, which will be announced at the end of this month. The application of full-body mobile capture in VR social networking is equally important. Liu Xiuyun believes that VR will be the social world in the future, and full-body motion capture will become an important way for people to interact in VR.
Roundtable Forum
In the follow-up roundtable forum, Zhao Yiwen, Director of Qidong Virtual Reality Cooperation, Zong Jishun, Co-founder of Lanting Digital, COO & CMO Zhuang Jishun, Vision Technology Founder Huang Boyuan, Super Intelligence CEO Liu Xiuyi and Vector Digital Technology CEO Hu Peng, faced the opportunities and challenges faced by the VR industry. At present, there are deficiencies, and the development prospects of local VR industry in Qingdao and other issues have expressed their respective views, VR network editor for everyone to focus on the following content:
Q: What are the opportunities and challenges facing VR for traditional industries?
Viewpoint: The biggest challenge is to educate the market and educate customers about the perception of VR. VR is not like traditional network marketing. Traditional marketing already has a very clear system. However, VR is not yet mature. Therefore, the time and cost of educating customers will be relatively high. This is the burden of ordinary startup companies or small companies. Great.
When VR is used as a new marketing tool, it will intersect or collide with traditional marketing methods. In the process, how to integrate VR technology with traditional channels is actually a great challenge. Of course, the opportunities are also huge. In areas such as automobiles and real estate, consumers are less likely to accept new technologies.
When VR is applied to traditional fields, it is necessary to connect with professionals in various fields and how to quickly implement the docking process in a short period of time. This is critical.
Q: Now that a popular word is called “Content is King,†everyone thinks that VR content can drive this industry into what kind of development stage?
Point of view: Content promotion is still very important for VR, but its launch space is not as large as imagined. Its implementation at the B end is far greater than the C end, and it needs to mobilize a large amount of manpower to complete, but the C-end market is now indeed It's a bit cold, everyone is sober, and the ability to cash out content is very low and it takes a long time to penetrate. It is a good idea to try out derivatives in combination with big IP.
Many car brands do not spend too much money on producing content, but instead choose to purchase existing data, because the time cycle requirements are particularly stringent.
Regarding content, good ideas can promote the development of VR, combining hardware, software and content, creating some very professional, standardized products that can solve traditional pain points, and can further promote the development of VR.
Q: How can VR solve problems in various fields in the future?
Viewpoint: In many areas, such as simulation training, the reality of VR is actually very different from reality. In addition, there are motion sickness in the experience process, content quality, etc. are all problems to be solved.
In previous experiences, according to feedback from some C-end users, we have found that many times the content may not be what the customer really needs, but we put all the content into the VR head display, if we only gather ideas on the head On, it may affect the final result. Therefore, we do not think that the idea and thinking of VR technology should be limited to the first display. This is an important issue in the actual implementation process.
In the field of VR, more talents are needed, and professional people do professional things. If technical personnel are allowed to do the market, it is a very embarrassing thing. If VR wants to enter B, it must have perfect staffing. If it becomes a project company, the customer's repurchase rate will be relatively low.
Q: What support does the current VR company need to develop?
Opinion: Although VR has a high exposure in the media, the industry needs more exposure opportunities, and the current media just let everyone know about VR, rather than let them know what VR is. Need to use real cases to let more people understand what VR is and understand what VR can do. If we can cooperate more with traditional industries or governments, we can promote the landing of VR technology and accumulate some users.
The market is flooded with a lot of low-cost VR hardware, which has caused many seed users to lose interest in VR. In fact, this is also a harm to the entire industry. Need a slowly growing process, and B-side customers understand each other.
If VR is used for marketing, it is directly for the average consumer. Compared to the so-called C-end users, these ordinary consumers are the real C-end users. In the long run, they must go to the C-side.
As far as Qingdao is concerned, talented people are very important if they want to do a good job in this industry. We hope that this field will be involved in future university education and it is still necessary. At the same time, for the time being, the long-term support of the government is the biggest impetus for this industry.
Q: How do you think the future direction of Qingdao VR will be?
Opinion: The current environment of Qingdao VR is very good, and many VR-related teams are entering. Including governments and companies, there are quite ambitious plans for this.
Now most companies are still doing B-side, and there are very few companies that try on C-side, and they hope to see the tipping point.
There are still many enterprises in Qingdao local to the application of VR technology, I believe that if the government and the company can invest in long-term VR, then in the future there will be a tipping point at the C-term, and there is a complete opportunity to create the kind of Chengdu imaging The rise of the industry cluster by mobile games.
Q: From the perspective of the field in which you are engaged, what do you think about the future of VR?
Viewpoint: For the past few years, the greatest opportunity for VR is to penetrate the B-side, to supplement or even replace some of the B-side applications, such as driving training, handling training and so on. At the same time waiting for the end of the C-side product explosion.
The development speed of many VR hardware and underlying technologies is very fast. It is believed that the content maturity has become a complete and mature product. Many technical problems will be solved in the next two years. No matter on the B or C side, everyone will be on VR. Second time understanding.
From the fourth quarter, the growth of the B-side project is very obvious. For practitioners, they must first survive to understand the status quo of the industry and customer needs, and there must be a certain degree of understanding of the market.
The future of virtual reality is certainly no problem, but it is still a period of precipitation, and it needs to mature gradually. In the future, I believe there will be breakthroughs in VR in all walks of life.
The VR industry salon activities are close and substantial, and the sharing of guests is straightforward and faces the core of VR content production. The VR practitioners in Qingdao communicated and shared with domestic industry leaders to discuss the plight and future of the VR industry. After the meeting, many participants consulted guests and exchanged business cards. The salon benefited all attendees. In the future, Qidi Xixin·Qingdao Science and Technology City will use VR technology as an entry point, hold a series of industry salon exchange activities, and build an important platform for the exchange and sharing of VR industry in Qingdao, which will serve as a strategic source to boost Qingdao's technological innovation and achievement transformation.
Thanks again to the following cooperation media for their support for this event! (in no particular order)
Chinese Business Reports, TechWeb, DONEWS, Sina VR, 913VR, 87870, Speedway VR Tabloid, 99VR Vision, MagKat, Zero Mirror, Qingting, New Territories VR, Bee Network, VRZINC, 52VR Development Network, VRPinea , 591VR, Magic Sauce, Pirates of Dream Geek, VR Gyro, ARinChina, Tiger VR, VR World Wide Web, Invitational VR, VR Headlines, VREYES, Polar AR
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