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www. i research .com.cn
2016 China’s VR Marketing Trends
Report
2
VR
construction of
real estate
VR
medical
service
VR For Consuming and Application in Various
Industries
VR Application in
Various Industries
Application of
Consumer VR
Target B2B market and provide equipment for immersive VR interaction
system and solutions for enterprises.
Target B2C market and provide consumers with immersive VR equipment,
content, system and services.
VR lab VR training VR
education
VR tourism VR news VR social
networking
VR game VR live
streaming and
rebroadcasting
VR video
Source: iResearch.
©September 2016 iResearch Global Group www.iresearchchina.com
The VR Application in Various Industries And Consumer VR
VR industrial
manufacturing
3
Types of VR Output Devices
Definition: A VR display device that uses computers, host and
other equipment to run the system.
Characteristics: It has the highest technology but it lacks
portability.
Products: Oculus Rift, HTC VIVE, PS VR, etc.
Definition: A display device that uses smartphones to run the
system.
Characteristics: It’s most portable but its technology is relatively
low.
Products: Gear VR, Google Cardboard, Baofeng Mojing, etc.
Definition: An independent VR device which combines the
content platform and display device.
Characteristics: It has high technology and it’s quite portable.
Products: Deepoon AIO VR, Pico Neo AIO VR, etc.
AIO VR
Smartphone VR
Desktop VR
Types of VR Output Devices
Note: The classification is based on products released by September 2016.
©September 2016 iResearch Global Group www.iresearchchina.com
4
Capital market started paying attention on VR sector from 2014 and investments soared in 2015. During the “capital
winter”, investments in VR heated up. The hardware, input device, offline distribution, panoramic photography, content
production, games, system support, etc. were the fields that attracted investment. Among them, the VR hardware
received the most investments. The number of investments reached its peak in Q4 2015 and the amount of investments
exceeded 760 million Yuan.
Over a year later, the capital market became rational. First, the capital market no longer focuses on hardware. Its layout
has spread to other fields such as content and distribution. Second, premium investment decreased sharply. Investors
attach more attention to the emerging companies. Third, currently, there are around 100 Chinese companies in VR sector,
but only about 10 of them have raised Series B funding. The capital market now have deeper thinking about the business
modes and profitability of the VR sector.
Domestic Capital Became Rational After Lots of
Investment Activities
Series A and before series
A+ 71.1%
Series B and after series B
(including being acquired)
28.9%
Stages of Investment in China’s VR Sector From Q1 2015 to Q2 2016
7.62亿元
Note: The data are calculated based on publicly available information on the internet. For details, please refer to the appendix.
©September 2016 iResearch Global Group www.iresearchchina.com
84.5 92.5 93
761.5
445
241
Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016
Amount of Investments in China’s VR Sector From Q1 2015 to Q2 2016
Unit: Million Yuan
5
Industry Chain of China’s Consumer VR
Note: The companies are ranked in alphabetical order. 2 The map may not cover all the companies. If there’s anything wrong with the classification, please feel free to contact
©September 2016 iResearch Global Group www.iresearchchina.com
VR output devices
Information on media
Input devices
Support technology
Industry Chain of China’s Consumer VR in 2016
Offline
VR system and SDK
… … … … …
…
…
Distribution
channels
Online
…
Content production
Video making Photography equipment
6
Diversity of The Content Might Increase Sharply by
The End of The Year
Source: The data is based on the “China VR/AR Developer Survey (Part 1)” released by HTC Vive. Sample N=2800.
©September 2016 iResearch Global Group www.iresearchchina.com
19.7%
8.1% 6.1%
1个月内 1-3个月 4-6个月 7-12个月 1年以上
The Time That Developers Release New VR/AR Content
Over 1 year
25.6%
40.5%
66.1% of developers plan to release next
VR/AR by the end of 2016
During the early period of VR’s development, with their first mover advantage and strong appeal, some hardware
producers, including Oculus, HTC and Sony, are in leading place in the development of the first generation of content
platform. The production of content do not need great ability of expanding channels or huge influence on the industry.
Startups and developers may find many opportunities in the field of content production. According to the survey of
developers done by HTC Vive, over half of the interviewees say they plan to release AR/VR content in 3 months. By the
end of 2016, a wave of VR content will be released.
Within 1 month 1-3 months 4-6 months 7-12 months
7
Trends: The Content of VR Becomes Diversified
According to the report released by HTC, currently, over 60% VR developers are game developers. But the content
development of B2B vertical application, 360-degree panoramic video are under development. The content of VR in the
fields of game, videos, etc. has started to be diversified. The development of game content is relatively more mature and
covers most of the types. B2B vertical application are mainly in the education and real estate sector. 3)The main
subjects of 360-degree panoramic video are tourism and arts & humanities.
Game
62.2% B2B vertical
application
40.3%
360-degree
panoramic video
25.6%
B2C application
22.4%
Game development covers a wide range of
types
Types: shooting, action, adventure, leisure, role
play, simulation, strategy and others…
Application in education and
real estate industries is
mature
Education 55.5%
Real estate 50.5%
Industrial design and
manufacturing 42.7%
360-degree video is a
transition product
Tourism: 55.8%
Arts & humanities: 49.0%
Education: 40.4%
Extreme experience: 38.5%
Science fiction: 28.9%
Cartoon: 19.2%
News: 13.5%
Sport event: 10.6%
Others: 15.4%
Social network applications lead the VR B2C content production Social networking 44.0%; Life assistant 35.2% ...
Source: The data is based on “China VR/AR Developer Survey (Part 1)” released by HTC Vive.
©September 2016 iResearch Global Group www.iresearchchina.com
Distribution of Types of VR Content Production
8
VR is Mainly For Entertainment in The Short Term.
It Will Become MR And be Mass Media in The Long Run Since the real world and the virtual environment are separated, VR devices can’t be used very frequently or for a long
time. Compare to cellphone, it is less portable and is not easy to use. Limited by technology, the user experience of VR,
especially mobile VR, are not satisfying. In the future, VR will combine with augmented reality (AR) and become mix
reality (MR). It will meet various demands of people in the form of wearable devices like glasses. It will surpass the
coverage of cellphone and become a real mass media. However, it will take a very long time to achieve this target.
Development path of VR
Development path of AR
Development path of MR
Become common
Game
Tourism
News
Video and live
streaming
Communication and
social networking
Mass media
Entertainment Subsidiary Complementary Media Mass Media
VR+AR realize MR
Source: iResearch
©September 2016 iResearch Global Group www.iresearchchina.com
VR Develops Towards MR And Will Become Mass Media
Next 1-2 years Next 3-5 years Next 5-10 years
9
Company Introduction / Legal Notice
About iResearch
iResearch is a provider of insights into China’s internet space and global fastest-growing sectors as well as value-added corporate
services. It offers a wide range of services including big data insights and forecasts, industry research and corporate consulting,
investment and post-investment services.
Founded in 2002, iResearch is the first third-party firm focusing on research in China’s internet sector. Since its inception, it has
published thousands of industry reports and provided custom research and consulting services to thousands of clients. It is now the
preferred third-party research brand for the IPO of Chinese internet companies. iResearch set up its global research center in 2015,
expanding the scope of research to fast-growing sectors world-wide.
Copyright Notice
The report is produced by iResearch Co., Ltd. All texts, figures and tables in this report are under the copyright protection of relative
laws and regulations on intellectual property rights in the Peoples’ Republic of China. No organization or individual is allowed to use
the information in this report for any business purpose without the written consent from iResearch. Some texts and data in this
report are collected from public information and their copyrights are held by the original authors. No organization or individual is
allowed to use the information in this report for any business purpose without written consent from original authors and iResearch.
Exception Clause
Industry data and market forecasts are mainly obtained through desk research, industry interviews, market survey, and other
research methods in accordance with iResearch’s statistical forecast model. Corporate data are mainly obtained through interviews
and are for reference only. Some data published in this report is based on sampling method and is therefore influenced by sample
structure. Due to the limitation of research method, sample size and scope of data collection, the report only serves as a reference
for customers who purchase the report. iResearch is not held liable for the data and views in the report.
Contact Us
Hotline 400 026 2099
Website http://www.iresearch.com.cn
Follow us @iResearch on Twitter and LinkedIn
10
Table of Content of Full Report
1 General Description of The VR Sector And Its Future
1.1 The Definition of VR
1.2 Application of Consumer VR And Industry VR
1.3 Development of Consumer VR
1.4 Types of VR Output Devices
1.5 Global Tech Giants’ Layout of VR
1.6 Famous Chinese Companies’ Activities in VR Sector
1.7 Domestic Capital Became Rational After Lots of Investment Activities
1.8 Industrial Chain of China’s Consumer VR
1.9 Output Device Production Companies in VR Industrial Chain —— Deepoon VR
1.10 Output Device Production Companies in VR Industrial Chain —— Whaley VR
1.11 Content Distribution Companies in VR Industrial Chain —— iQiYi VR
1.12 Content Production Companies in VR Industrial Chain —— Letin VR
1.13 VR Has a Bright Future And a Long Way to go
1.14 The Diversity of The Content Might Increase Sharply by The End of The Year
2 Whether VR Will be a New Communication Media
2.1 VR is Said to be The Next Computing Platform
2.2 Principal Line of Development of Mass Media
2.3 VR Might Become Popular in Vertical Fields in The Early Stage
2.4 Trends: The Content of VR Becomes Diversified
2.5 VR is Mainly For Entertainment in The Short Term And Will Become MR And Will Become Mass Media in The
Long Run.
11
Table of Content of Full Report
3 VR Brings New Method For Marketing
3.1 Virtual Drive of Volvo XC90: App + Google Cardboard
3.2 VR News of New York Times: Paid Subscription + Free Google Cardboard
3.3 Propaganda of Game of Thrones: VR Video
3.4 Branding of MacDonald: Personalized VR
3.5 Letin: My VR Boyfriend/Girlfriend
3.6 Deepoon VR: "Catch The Dream" Public Service Activity
4 Large Scale Marketing in The Future
4.1 Forecast of China’s VR Marketing Trends
4.2 The First Stage: Spreading Relies on Traditional Channels
4.3 The Second Stage: Hardware Producers Will Get a Slice of The Cake
4.4 The Third Stage: Ad Platform Comes Into Being