In the past, the concept of VR shopping has remained on paper or in the showroom. Real people experience VR shopping can be described as rare. However, in this double 11, Taobao VR technology to participate in combat, in the November 1 launch "Buy +" VR venue, continued until November 11. As long as there are smart phones and VR helmets to experience, any user can access the Buy+ channel through mobile Taobao. Because of concerns that VR devices are still not popular enough, Alibaba also specially prepared customized version of Cardboard glasses. Users can spend 1 yuan to purchase at Tmall Supermarket.
This experience of VR shopping is still more, but it is still early adopters. But after all, this is the first practical and practical first step of VR shopping. This combat has many advantages, and it shows another kind of experiential experience in the future. Way of shopping.
One dollar early adopter VR shopping
Speaking of a dollar for VR shopping, most people may not believe it. This time, in order to let ordinary people feel VR shopping, the Tmall supermarket specially prepared 150,000 glasses, each for a dollar.
There are still some small expectations when purchasing VR glasses. After all, the VR eyes give people the impression that they are designing science fiction and looking saucy. However, at the moment of receipt of the goods, this "one dollar VR glasses" made people startled - the name is Cardboard, it really is just a flat carton. Looking at the box, it was two convex lenses, plus a connected carton and a few Velcro. Followed by the process of splicing according to the instructions, the content of the manual is relatively abstract, more test the man's ability.
The next step is the formal experience. Open Taobao APP, enter the Buy+ channel, adjust to VR mode, put the phone into the VR glasses box, look through the glasses box inside the screen. Despite its simple shape, this glasses case still provides a more basic VR experience, and immersive stereoscopic effects can make people feel what a true VR is.
In this environment, the products can also be displayed in a three-dimensional manner. Even before entering the VR market, they also designed the distinctive traffic + landmark streetscape + storefront exteriors according to the different attributes of each brand in each country. On the route, you can "ride" the 1965 antique car driven by black drivers, visit Times Square, and enter the Macy's department store to enjoy the VIP shopping experience.
What is really interesting about this experience is the level of software interaction. In the past, we often thought about how to do software interaction when people brought VR glasses boxes. In this VR shopping, most of the interactions are actually liberating hands, mainly by the human eye. When you want to choose a product, just use the visual point to confirm the button for a few seconds. To achieve the operation. This method is still more interesting.
What is the real significance behind VR shopping?
Although this VR shopping from the actual point of view, there are some immature places, but it should be noted that VR shopping in the future, for many products, it will be a better way of perception. This is especially true of some home-sized bulky products. In addition, it will play an important role in the up-and-down communication between the user education and the application ecology, and even the future of the industrial chain.
The first point is that in terms of marketing and user education, VR shopping has taken the first step and has taken a critical step.
In the past few years, everyone thinks that VR will be an outlet, but there are hardly many powerful companies that conduct too many valuable explorations in this area of ​​VR applications. VR still remains at the level of the lack of killer applications. This is certainly related to VR hardware is still not mature enough, but also with some large manufacturers do not pay enough attention to VR application development. Even though many people have heard of VR, they often say that VR represents the future, but they have never felt anything about real VR.
However, this time Taobao has made a key example. Although it may still not be very mature, the use of phenomenon-level activities such as Double 11 has played a very positive role both in the role of marketing and the role of educational users. In particular, buying a simple VR eye box for a dollar means that people can feel themselves and gradually come into contact with what is VR.
And this time, on the visual level, a series of solutions that are different from the traditional three-dimensional solutions are adopted, which greatly reduces the consumption of the user's mobile phone screen renderings while guaranteeing the user's shopping experience in the real scene, which in fact also reduces the user. Contact VR costs.
This is similar to the beginning of the popularity of mobile phones. In order to expand more users, telecom operators often launch a one-dollar PHS phone. Although hardware is cheap and ridiculous, it has developed users and made users really feel what It is mobile life. In order to lay the ground for the future ecological layout, lay a good foundation for business users. Today, Taobao launched this entry-level VR glasses case before the Double 11 and the biggest significance is also true.
The second point is that for the first time, a relatively complete and practical full-link application has been developed on the application ecological level.
The application of VR products in the past is actually very simple, such as a shooting game in space, a random walk on a moon. This kind of application is actually an isolated expression of a single scene, and it is difficult to see too many practical aspects. What will happen to a series of scenes, such as shopping and education, which are truly the most practical, have never been known in the past.
Looking back at this year's Taobao Creativity Festival in July this year, Alibaba Mobile Director Zhuang Zhuoren used HTC Vive as a demo for the virtual reality Taobao shop. In the live demo, Taobao's virtual shop was beautifully decorated, and the robot shop Xiao Er “Little Rain†would do a guided introduction. According to the consumer's question, when it helped to complete the shopping process, the interaction was very sophisticated, and it had almost reached a real sense of confusion.
The failure to fully present on the Taobao VR may be due to the fact that most ordinary people lack a mature VR device like the HTC Vive and can only use the “one dollar†method to experience what the user is VR.
Although it is "one dollar", this VR shopping is really the practicality of VR applications. This VR shopping from the actual point of view, the real most shocking is docking a set of Taobao trading system, open up the VR shopping full link, allowing users to have full VR shopping from shopping, browsing goods, orders until payment Experience. In other words, the user can completely realize the shopping in the VR scene, rather than as many people had guessed before, VR can only be used to "try" this link, after reading it still has to go back to the APP to carry out Choose and pay.
This set of operating logic provides a way of thinking for the development and application of VR applications. At present, from the application market of the entire VR product, there are not many good application software. If you make an inappropriate comparison, most of the VR applications are just simple levels such as Tetris and Greedy Snake. However, Taobao VR is precisely pushing this level forward to an era, increasing application interaction by 1-2 levels.
What exactly does VR shopping need to do?
Judging from the current state, there are many parts of VR shopping that can enhance the experience and optimize the process. These details may be gradually improved by a platform like Taobao.
For example, at the payment link, currently relying on entering a password or paying out of money is really at a level that is available, but in the future, is it possible to try to access the iris recognition or fingerprint recognition module? After all, the human eye has been facing VR eyes, Doing iris recognition may be a very good solution.
At present, the production of virtual reality content can be completed in a few hundred pieces, but the creation of VR shops on Taobao cannot be accomplished overnight. If thousands of products are all virtualized in Taobao, a process is needed, and some businesses that are willing to use fresh produce are also required. Go for cooperation. And in the shopping environment, information can also be enriched and improved.
Is it possible to add more detailed content to the second-level page in the future? Or can Taobao take corresponding measures to encourage businesses to gradually participate in the production of VR content? Even artificial intelligence or real people can be accessed. Conduct customer service to make the entire shopping experience more realistic.
Fortunately, Taobao mentioned earlier this year that the future of virtual reality merchandise products, namely the production of virtual reality content, will be completed by the merchants themselves, and Taobao will provide tools to help them complete the construction of virtual shops.
In addition, virtual reality applications are software that is connected to the network. After VR hardware is networked, the security of biometrics and the maintenance and protection of network security also need to be considered. In the future, this piece of security also requires cooperation between software vendors and hardware vendors. Solve together.
Of course, this series of problems cannot be solved by only one manufacturer. In the industry of VR, the participation of platform companies can stimulate the scale of the industry. Today's participation of giants can precisely dilute market risks, and can also promote the optimization of products and businesses, thus driving the industry chain forward.
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