According to a latest market research report released by the well-known VR industry research firm Greenlight VR, compared with October 2015, the current VR headset device that consumers are most willing to purchase is Samsung's Gear VR, followed by Sony’s. PS VR - Compared to htc vive and Oculus Rift, which can bring a better VR sensory experience, people seem to favor products with moderate performance and lower price.
Although the scope of this report is mainly determined in the more economically developed United States, but from a certain point of view, this seems to reflect a more universal consumer in the world - in addition to its own hardware hardware products In addition to the attributes, whether a (VR) product can ultimately be accepted by the market and generate revenue, prices are absolutely critical.
So, for the many entrepreneurial companies that are currently engaged in VR headset hardware, how to formulate reasonable product prices has become more popular with consumers and is one step ahead of their peers? Xiao Bian summed it up as follows: 1. The initial market positioning of product design; 2. The product development cycle and production costs; 3. Market supply and demand conditions; 4. Regional differences, local bargaining; 5. Humanistic environment, consumption habits Problems; 6. The current product has not been universalized and the material is rare; 7. The content is ecologically incomplete and the playability is not high; 8. The support of national policies and regulations.
1. The beginning of everything “price†originated from the initial market position of product design.
In other words, entrepreneurs must think clearly about what they want to do before they start their own business, whether it is a high-end market or a low-end one. With regard to the current VR head-display type, it is mainly divided into three categories: PC equipment, mobile VR head display, and one-machine.
PC equipment dominates the high-end market, the prices are in the hundreds of dollars, just like the current three main VR head price, PSVR price of 399 US dollars, Rift price of 599 US dollars, Vive price of 799 US dollars, equivalent to 3,000 yuan in the yuan are the above.
Taking Vive as an example, the user’s reputation is the best, but it is not among the top three in terms of its user awareness. The high selling price makes consumers discouraged, and even if you have a PC device like this, you still have To be equipped with a high-level host, bundled consumption, so many consumers are at a loss.
The all-in-one machine, in view of the PC device and the mobile VR headset, is a mid-level consumer product. Compared to the PC device bundled consumption is too much for people to eat, one machine seems to be close to the people, like the big friend M2 price of 2999 yuan, Pico Neo Standard Edition price of 3399 yuan. The product configuration does not require the support of the host as the PC does. It does not require a simple spectacles box such as a mobile VR. It requires a mobile phone for the VR experience.
Among them, the mobile VR head display is a class with the lowest threshold and the least technical content. It is categorized as a low-end consumer product in the VR hardware field.
The glasses box like Google Cardboard can be assembled on the shopping site by itself, and a set of equipment can be assembled. It usually costs no more than 30 oceans. Compared to Google's low-level VR products, Samsung's Gear VR can be said to be the leader in mobile VR, it is priced at 99 dollars, whether it is from the technical content, or appearance, and user experience , are much higher than the same type of product, and among its consumer recognition rankings, it is ranked first, can be described as in the high-end consumer products, are no less than the existence.
As a result, customer group awareness has become more differentiated between high-end and end-products. For the current entrepreneur, the initial positioning of the product is particularly critical. Users are the ultimate decision makers of the market. Current entrepreneurs should be more willing to use their position, and they should use the user's preferences as a reference to locate what products they should research and develop. Perhaps this will benefit the company's development in the future.
2. Product pricing needs to combine the length of product development cycle and the cost of production
Because the cost can only tell you the lowest price, it is not the right price. Your price must be based on the value you provide to consumers, not the cost you pay.
For the low-end product R&D, because of the low requirements of the entry threshold, some of the original accessories will be slightly cheaper. Many domestic hardware manufacturers have chosen to start from mobile VR, and this kind of access to mobile phone glasses box is essentially no different from Google's cardboard, at most is a more feel of the box, because there is no technical content, production The cost is relatively small and the relative degree of difficulty is not great.
High-end products are not as simple as glasses boxes, workmanship and parts are more complex than glasses boxes. Take the vive that we are familiar with as an example. Looking at the external components, we can see that there are more than 20 types:
A, two transmitters B, synchronous data line C, transmitter power adapter D, installation package E, junction box F, junction box mounting pad G, junction box power adapter H, HDMI cable I, USB cable J, earphone K , spare cushion (narrow version)
L, cleaning cloth M, manual N, three-in-one data line O, two handle controllers P, two Micro USB chargers. Of course, the components of the helmet are the highlights, such as its OLED display, Steambox host, Built-in camera, built-in gyroscope, accelerometer and laser positioning sensor and so on. We all know that the OLED display is an important part of the VR helmet and is an important factor in determining the quality of the VR head display product. The better the quality, the better the clarity of the visual immersion effect. Vive uses dual OLED display design, each screen can provide 1200x1080 resolution image, after combination can reach 2160x1200 resolution and 90Hz refresh rate.
In general, R&D of high-end products is more expensive than low-end products in terms of manpower, material resources, and financial resources than low-end products, and the R&D molding cycle of products is much longer than that of low-end products. Before that, HTC executives were The media interviewed said: "Our mobile head is only developed to its own satisfaction level before it will be introduced." And the length of its development cycle in the end, we do not know, and now vive has been released for 1 year and 3 years, For $799, the price seems reasonable.
3. Oversupply of market competition, product pricing from low; supply less than demand, product pricing from high
The pricing of products is also determined to some extent by the supply and demand of the market. The current VR is very hot and the capital continues to inject as if the virtual reality era has arrived, but this is not necessarily the case. The concept of virtual reality is still vague. According to Greenlight VR's 2016 Global Virtual Reality Consumer Research Report, technology in sampling Only 20% of the crowd experienced VR devices. Compared to the saturation of the smartphone and computer markets, the VR hardware market is also showing a blue ocean state.
However, with the influx of a number of mobile phone manufacturers, this piece of blue ocean market has injected its fresh blood, but it has also formed a significant impact on the foundation of the unstable entrepreneurial companies. Compared with the previous lack of VR hardware products market, now has shown a state of flourishing, and the battle of survival has started.
At the beginning of the industry, it was a war of products between companies and companies. Now, with the continuous raising of capital flow, it gradually evolved into a battle of product prices. Especially for the moment, apart from the performance of individual high-end products, the performance of the other products can be said to be mixed. Entrepreneurs should understand the quality and price of products provided by competitors, and consider pricing strategies that are more favorable than their competitors. Can win. What is the ultimate outcome of the outcome, and then look at the various marketing methods after pricing.
4.Different geographical areas, negotiable prices
There are 224 countries and regions in the world, there are differences in the level of culture and income between countries and regions, and the acceptance of foreign new technologies is quite different. VR, as a new technology that has only come to light in the past two years, has not reached the same level of recognition as TV.
Take the Samsung Gear VR, the most recognized consumer in the United States, for a price of $99 (RMB 658), and the domestic price is 726 yuan on a shopping site, with a maximum of 1566 yuan. It does not include shipping costs.
The geographical differences directly lead to the difference in the final selling price. In addition to the speculation of the Cattle Party, it is also possible that the prices may even be reversed.
5. Humanistic environment, consumption habits
The consumption habits of each region have different degrees of access. People's consumption behaviors and purchasing decisions are influenced to a large extent by cultural, social, personal and psychological factors. These factors can not only affect the purchase of specific commodities, but also affect the collection of consumer information and value judgments, gradually affecting individual consumer purchasing decisions. What's more, for the new industry of VR, there is obvious deficiency in the degree of product promotion. Enterprises should combine local consumption habits and be flexible in marketing.
For marketing, Samsung did a very good job. Like Samsung S7, which was sold at the beginning of the year, it sent its own Gear VR to attract consumers. This not only increased the sales of mobile phones, but also helped Gear VR. It also achieved a good promotion, killing two birds with one stone. This move seems to give people an illusion of losing money. The doorway is only known to Samsung itself. After all, the small cost of mobile VR and the benefits of smart phones are the most valued.
6. The current product has not been universalized and the product is rare.
Although VR is very hot at the moment, it is more virtual fire, which is far from the spread of smart phones and computers.
There is an old saying that says: "Things are rare," as Oculus once wrapped up and said that the first shipment of Oculus Rift was "absolutely enough", but now everyone knows that leather has blown. HTC Vive here, at the beginning of the actual shipment, was not affected by the scheduled cancellation of the shipment. The reason is still a serious shortage of production capacity. The shortage of equipment has directly led to skyrocketing prices.
It is understood that the original price of 599 US dollars Oculus Rift was fired to 1600 US dollars, equivalent to 10336.6 yuan; original price of 799 US dollars htc vive was sold to the original price of 2000 US dollars, equivalent to 1,2920.8 yuan. On the domestic e-commerce website, the price of Oculus Rift is also around 10,000 yuan. HTC Vive is much better because of the domestic sales situation.
Although the production capacity will affect the final price to a certain extent, under the influence of many factors, it is not a top-up policy to boost prices because of local scarcity.
7. Incomplete content ecology, product playability is not high
Compared with the fiery VR hardware market, the content output side is a bit sluggish, and current killer application software has not yet emerged. According to a recent report from Greenlight VR, consumer interest in virtual reality is not limited to games. In addition to games, consumers are also willing to use virtual reality in tourism, entertainment, activities, home design and education. However, according to the current specific situation, the content producers are far from meeting the needs of users. For VR hardware entrepreneurs, not only can the user's approval be considered after pricing, but the content should also be considered by the user.
Take Vive, a joint development of HTC and Valve, for example. Both are hardware manufacturers and game application developers, but in terms of playability, they need to be discounted compared to Oculus's exclusive game. Can provide people with an excellent immersive experience, but compared with the quality of some of the content is not worthy of compliments. It is not the product that can increase the user's viscosity, but whether the content it provides is attractive.
Oculus is very prestigious and invested in several major game developers to provide protection for its follow-up content, such as: "Lucky's Tale" and "Oculus Dreamdeck" and other games, although recently reported that Oculus's exclusive game is Vive can play, but it does not rule out the possibility of continued monopoly.
Most VR hardware founders now have no hardware technology, no application strength, and a shortage of funds. The R&D hardware itself is very expensive. The software is even more overwhelming. The only solution is hardware and software alliances, manufacturers and Content developers work together to develop and bundle marketing to increase pricing.
8. Support of national policies and regulations
Because the price involves the interests of suppliers, vendors and consumers. At the same time, it also has an important impact on the development of macroeconomics. Compared with foreign governments’ irritability in the new field of VR, China has taken a lot of emphasis. Before the Ministry of Industry and Information Technology issued a white paper on Virtual Reality Industry (VR), which gave China's virtual reality industry a preliminary specification. More than 14,000 words were used to describe the current state of development of China's virtual reality industry, and relevant policies were put forward. The virtual reality industry was fully affirmed at the national level.
Today's VR industry is like the beginning of e-commerce, not only can create new consumer demand, but also trigger new investment boom and open up new channels for employment increase. In addition, VR industry is rapidly infiltrating into various fields. All walks of life inject fresh blood, such as: medical care, education, tourism, design, etc., to provide new impetus for economic development. In recent years, the rapid development of e-commerce in China has been inseparable from the support of national policies, such as: lowering the barriers to entry, rationalizing tax reduction, reducing financial support, and maintaining fair competition.
Although there are nearly 100 companies in China that focus on this field, the logarithmic team is a technical entrepreneurial team. There is no formal thinking on the business model and application scheme of the industry, and the capacity for productization is stretched. Compared with the practical research and development of start-up companies, some large manufacturers obviously rely solely on the concept of speculation as a means of making profits. Therefore, related domestic enterprises call for the start of research on virtual reality standardization work as soon as possible, establish a virtual reality technology standard system, and standardize the development of the industry. When the industry is more and more standardized, with the support of relevant domestic policies, it is believed that the domestic VR hardware entrepreneurs will be more open-minded and marketing resistance will be reduced.
Conclusion
At present, there are many kinds of VR helmets, giving users more choices. Apart from the attractiveness of the hardware itself, how to improve the user's viscosity in terms of price is also particularly critical, based on existing insights. In addition, entrepreneurial companies should work out a reasonable price system in combination with their own reality in order to have greater competitiveness in the market.
Operation Pessure: Max.150Psi(1.0Mpa, 10bar)
Operation Tem.: Max. 40℃ (PE liner), Max. 49℃ ( FRP liner) About size,volume,openning,discharge port and hight ,please contact cdfrp@hotmail.com for detailed information!
Although the scope of this report is mainly determined in the more economically developed United States, but from a certain point of view, this seems to reflect a more universal consumer in the world - in addition to its own hardware hardware products In addition to the attributes, whether a (VR) product can ultimately be accepted by the market and generate revenue, prices are absolutely critical.
So, for the many entrepreneurial companies that are currently engaged in VR headset hardware, how to formulate reasonable product prices has become more popular with consumers and is one step ahead of their peers? Xiao Bian summed it up as follows: 1. The initial market positioning of product design; 2. The product development cycle and production costs; 3. Market supply and demand conditions; 4. Regional differences, local bargaining; 5. Humanistic environment, consumption habits Problems; 6. The current product has not been universalized and the material is rare; 7. The content is ecologically incomplete and the playability is not high; 8. The support of national policies and regulations.
1. The beginning of everything “price†originated from the initial market position of product design.
In other words, entrepreneurs must think clearly about what they want to do before they start their own business, whether it is a high-end market or a low-end one. With regard to the current VR head-display type, it is mainly divided into three categories: PC equipment, mobile VR head display, and one-machine.
PC equipment dominates the high-end market, the prices are in the hundreds of dollars, just like the current three main VR head price, PSVR price of 399 US dollars, Rift price of 599 US dollars, Vive price of 799 US dollars, equivalent to 3,000 yuan in the yuan are the above.
Taking Vive as an example, the user’s reputation is the best, but it is not among the top three in terms of its user awareness. The high selling price makes consumers discouraged, and even if you have a PC device like this, you still have To be equipped with a high-level host, bundled consumption, so many consumers are at a loss.
The all-in-one machine, in view of the PC device and the mobile VR headset, is a mid-level consumer product. Compared to the PC device bundled consumption is too much for people to eat, one machine seems to be close to the people, like the big friend M2 price of 2999 yuan, Pico Neo Standard Edition price of 3399 yuan. The product configuration does not require the support of the host as the PC does. It does not require a simple spectacles box such as a mobile VR. It requires a mobile phone for the VR experience.
Among them, the mobile VR head display is a class with the lowest threshold and the least technical content. It is categorized as a low-end consumer product in the VR hardware field.
The glasses box like Google Cardboard can be assembled on the shopping site by itself, and a set of equipment can be assembled. It usually costs no more than 30 oceans. Compared to Google's low-level VR products, Samsung's Gear VR can be said to be the leader in mobile VR, it is priced at 99 dollars, whether it is from the technical content, or appearance, and user experience , are much higher than the same type of product, and among its consumer recognition rankings, it is ranked first, can be described as in the high-end consumer products, are no less than the existence.
As a result, customer group awareness has become more differentiated between high-end and end-products. For the current entrepreneur, the initial positioning of the product is particularly critical. Users are the ultimate decision makers of the market. Current entrepreneurs should be more willing to use their position, and they should use the user's preferences as a reference to locate what products they should research and develop. Perhaps this will benefit the company's development in the future.
2. Product pricing needs to combine the length of product development cycle and the cost of production
Because the cost can only tell you the lowest price, it is not the right price. Your price must be based on the value you provide to consumers, not the cost you pay.
For the low-end product R&D, because of the low requirements of the entry threshold, some of the original accessories will be slightly cheaper. Many domestic hardware manufacturers have chosen to start from mobile VR, and this kind of access to mobile phone glasses box is essentially no different from Google's cardboard, at most is a more feel of the box, because there is no technical content, production The cost is relatively small and the relative degree of difficulty is not great.
High-end products are not as simple as glasses boxes, workmanship and parts are more complex than glasses boxes. Take the vive that we are familiar with as an example. Looking at the external components, we can see that there are more than 20 types:
A, two transmitters B, synchronous data line C, transmitter power adapter D, installation package E, junction box F, junction box mounting pad G, junction box power adapter H, HDMI cable I, USB cable J, earphone K , spare cushion (narrow version)
L, cleaning cloth M, manual N, three-in-one data line O, two handle controllers P, two Micro USB chargers. Of course, the components of the helmet are the highlights, such as its OLED display, Steambox host, Built-in camera, built-in gyroscope, accelerometer and laser positioning sensor and so on. We all know that the OLED display is an important part of the VR helmet and is an important factor in determining the quality of the VR head display product. The better the quality, the better the clarity of the visual immersion effect. Vive uses dual OLED display design, each screen can provide 1200x1080 resolution image, after combination can reach 2160x1200 resolution and 90Hz refresh rate.
In general, R&D of high-end products is more expensive than low-end products in terms of manpower, material resources, and financial resources than low-end products, and the R&D molding cycle of products is much longer than that of low-end products. Before that, HTC executives were The media interviewed said: "Our mobile head is only developed to its own satisfaction level before it will be introduced." And the length of its development cycle in the end, we do not know, and now vive has been released for 1 year and 3 years, For $799, the price seems reasonable.
3. Oversupply of market competition, product pricing from low; supply less than demand, product pricing from high
The pricing of products is also determined to some extent by the supply and demand of the market. The current VR is very hot and the capital continues to inject as if the virtual reality era has arrived, but this is not necessarily the case. The concept of virtual reality is still vague. According to Greenlight VR's 2016 Global Virtual Reality Consumer Research Report, technology in sampling Only 20% of the crowd experienced VR devices. Compared to the saturation of the smartphone and computer markets, the VR hardware market is also showing a blue ocean state.
However, with the influx of a number of mobile phone manufacturers, this piece of blue ocean market has injected its fresh blood, but it has also formed a significant impact on the foundation of the unstable entrepreneurial companies. Compared with the previous lack of VR hardware products market, now has shown a state of flourishing, and the battle of survival has started.
At the beginning of the industry, it was a war of products between companies and companies. Now, with the continuous raising of capital flow, it gradually evolved into a battle of product prices. Especially for the moment, apart from the performance of individual high-end products, the performance of the other products can be said to be mixed. Entrepreneurs should understand the quality and price of products provided by competitors, and consider pricing strategies that are more favorable than their competitors. Can win. What is the ultimate outcome of the outcome, and then look at the various marketing methods after pricing.
4.Different geographical areas, negotiable prices
There are 224 countries and regions in the world, there are differences in the level of culture and income between countries and regions, and the acceptance of foreign new technologies is quite different. VR, as a new technology that has only come to light in the past two years, has not reached the same level of recognition as TV.
Take the Samsung Gear VR, the most recognized consumer in the United States, for a price of $99 (RMB 658), and the domestic price is 726 yuan on a shopping site, with a maximum of 1566 yuan. It does not include shipping costs.
The geographical differences directly lead to the difference in the final selling price. In addition to the speculation of the Cattle Party, it is also possible that the prices may even be reversed.
5. Humanistic environment, consumption habits
The consumption habits of each region have different degrees of access. People's consumption behaviors and purchasing decisions are influenced to a large extent by cultural, social, personal and psychological factors. These factors can not only affect the purchase of specific commodities, but also affect the collection of consumer information and value judgments, gradually affecting individual consumer purchasing decisions. What's more, for the new industry of VR, there is obvious deficiency in the degree of product promotion. Enterprises should combine local consumption habits and be flexible in marketing.
For marketing, Samsung did a very good job. Like Samsung S7, which was sold at the beginning of the year, it sent its own Gear VR to attract consumers. This not only increased the sales of mobile phones, but also helped Gear VR. It also achieved a good promotion, killing two birds with one stone. This move seems to give people an illusion of losing money. The doorway is only known to Samsung itself. After all, the small cost of mobile VR and the benefits of smart phones are the most valued.
6. The current product has not been universalized and the product is rare.
Although VR is very hot at the moment, it is more virtual fire, which is far from the spread of smart phones and computers.
There is an old saying that says: "Things are rare," as Oculus once wrapped up and said that the first shipment of Oculus Rift was "absolutely enough", but now everyone knows that leather has blown. HTC Vive here, at the beginning of the actual shipment, was not affected by the scheduled cancellation of the shipment. The reason is still a serious shortage of production capacity. The shortage of equipment has directly led to skyrocketing prices.
It is understood that the original price of 599 US dollars Oculus Rift was fired to 1600 US dollars, equivalent to 10336.6 yuan; original price of 799 US dollars htc vive was sold to the original price of 2000 US dollars, equivalent to 1,2920.8 yuan. On the domestic e-commerce website, the price of Oculus Rift is also around 10,000 yuan. HTC Vive is much better because of the domestic sales situation.
Although the production capacity will affect the final price to a certain extent, under the influence of many factors, it is not a top-up policy to boost prices because of local scarcity.
7. Incomplete content ecology, product playability is not high
Compared with the fiery VR hardware market, the content output side is a bit sluggish, and current killer application software has not yet emerged. According to a recent report from Greenlight VR, consumer interest in virtual reality is not limited to games. In addition to games, consumers are also willing to use virtual reality in tourism, entertainment, activities, home design and education. However, according to the current specific situation, the content producers are far from meeting the needs of users. For VR hardware entrepreneurs, not only can the user's approval be considered after pricing, but the content should also be considered by the user.
Take Vive, a joint development of HTC and Valve, for example. Both are hardware manufacturers and game application developers, but in terms of playability, they need to be discounted compared to Oculus's exclusive game. Can provide people with an excellent immersive experience, but compared with the quality of some of the content is not worthy of compliments. It is not the product that can increase the user's viscosity, but whether the content it provides is attractive.
Oculus is very prestigious and invested in several major game developers to provide protection for its follow-up content, such as: "Lucky's Tale" and "Oculus Dreamdeck" and other games, although recently reported that Oculus's exclusive game is Vive can play, but it does not rule out the possibility of continued monopoly.
Most VR hardware founders now have no hardware technology, no application strength, and a shortage of funds. The R&D hardware itself is very expensive. The software is even more overwhelming. The only solution is hardware and software alliances, manufacturers and Content developers work together to develop and bundle marketing to increase pricing.
8. Support of national policies and regulations
Because the price involves the interests of suppliers, vendors and consumers. At the same time, it also has an important impact on the development of macroeconomics. Compared with foreign governments’ irritability in the new field of VR, China has taken a lot of emphasis. Before the Ministry of Industry and Information Technology issued a white paper on Virtual Reality Industry (VR), which gave China's virtual reality industry a preliminary specification. More than 14,000 words were used to describe the current state of development of China's virtual reality industry, and relevant policies were put forward. The virtual reality industry was fully affirmed at the national level.
Today's VR industry is like the beginning of e-commerce, not only can create new consumer demand, but also trigger new investment boom and open up new channels for employment increase. In addition, VR industry is rapidly infiltrating into various fields. All walks of life inject fresh blood, such as: medical care, education, tourism, design, etc., to provide new impetus for economic development. In recent years, the rapid development of e-commerce in China has been inseparable from the support of national policies, such as: lowering the barriers to entry, rationalizing tax reduction, reducing financial support, and maintaining fair competition.
Although there are nearly 100 companies in China that focus on this field, the logarithmic team is a technical entrepreneurial team. There is no formal thinking on the business model and application scheme of the industry, and the capacity for productization is stretched. Compared with the practical research and development of start-up companies, some large manufacturers obviously rely solely on the concept of speculation as a means of making profits. Therefore, related domestic enterprises call for the start of research on virtual reality standardization work as soon as possible, establish a virtual reality technology standard system, and standardize the development of the industry. When the industry is more and more standardized, with the support of relevant domestic policies, it is believed that the domestic VR hardware entrepreneurs will be more open-minded and marketing resistance will be reduced.
Conclusion
At present, there are many kinds of VR helmets, giving users more choices. Apart from the attractiveness of the hardware itself, how to improve the user's viscosity in terms of price is also particularly critical, based on existing insights. In addition, entrepreneurial companies should work out a reasonable price system in combination with their own reality in order to have greater competitiveness in the market.
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Liner: PE for sizes 0817-2162; FRP for 1865-8096;Operation Pessure: Max.150Psi(1.0Mpa, 10bar)
Operation Tem.: Max. 40℃ (PE liner), Max. 49℃ ( FRP liner) About size,volume,openning,discharge port and hight ,please contact cdfrp@hotmail.com for detailed information!
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