With Apple and Google launching the ARkit and ARcore Developer Suite, AR, which had not been a small player, has become a global hotspot. Now, VR technology has also entered the retail market. Wal-Mart uses Wal-Mart for a big show. It is proved that the leader of the future retail industry will also be VR.
Not long ago, the research institute Digi-Capital released a report, again predicting the market prospects of VR and AR in the next five years. The report is a bit impressive, that is, whether virtual reality or augmented reality, the largest part of it is e-commerce, not the VR game that consumers are now more familiar with. As if in conjunction with this report, on October 18th, North American time, retail giant Wal-Mart hosted a major event at the Los Angeles Superior Hotel to showcase the future of VR retail.
Wal-Mart's innovative incubation team, Store No. 8 Convene a well-known content team in the VR field such as 8i and Specular Theory to create a VR experience for famous brands such as Rebecca Minkoff, Modcloth and Bonobos, giving participants a glimpse into the future of virtual shopping. Store No. The head of 8 said that VR and AR technologies are bringing retail to the 'environmental shopping' era, allowing consumers to experience an unprecedented immersive shopping experience. And this will be the future of the retail industry.
Fashion Men and Women Technology PartyOn Wednesday evening, October 18th, Los Angeles, in the famous mansion of the City of Angels, the Sheats-Goldstein Residence, a luxury party is underway, with palm trees, smoke and blue lights adding a touch of mystery to the event. Men and women in dresses and long skirts came to the tennis courts of the mansion, and there was no cocktail in their hands, because they needed to hold the HTC Vive controller, and they wore various VR heads. Store No. 8, the innovation team of the world's largest retailer Wal-Mart is the organizer of this event, and the crowds who come to participate also have a lot of technology media.
3 months ago, Store No. KaTIe Finnegan, head of 8 , launched a recruitment campaign to recruit innovative products from VR industry companies for use in e-commerce. At one time, VR practitioners gathered and responded. More than 200 teams from around the world signed up, including more than 60 overseas teams. Within 3 months, under the selection of KaTIe and other brand executives, 3D image processing team Fyusion, VR shopping platform Obsess, VR software development team Nurulize, VR content team Specular Theory and VR company 8i became the ultimate winners.
These ultimately selected teams also live up to expectations and created different forms of VR shopping experience for well-known brands such as Modcloth, Bonobos and Rebecca Minkoff. For example, Fyusion created a realistic 3D model for Modcloth; the Obsess team created a VR retail store for Rebecca Minkoff. Keith MarTIn, the business executive of the Fyusion team, believes that consumers are still stupid to shop with 'small boxes in their pockets' (mobile phones). 'In the future, consumers will wear AR glasses, and retailers can develop a window of experience to attract consumers into the store. 'Keith said.
From physical shopping to environmental shoppingNot only did the content of the winning team be displayed at the event, but also Store No. 8 itself also produced two VR experiences. One of them is a fishing experience created with Fishermen labs, where consumers can choose different fishing tackles depending on the situation in the VR world. Under the northern lights of Alaska, the experiencer can experience the fun of squid fishing. Of course, the most important thing is that on a virtual boat, you can view the size and space of the ice box and buy it directly.
This experience allows fishing novices to understand what it would be like to use different expensive equipment in different situations. And this marketing method is Store No. 8 Called 'contextual commerce', KaTIe Finnegan believes this form allows consumers to experience the experience that previous physical sales could not provide.
Imagine you want to buy a convertible and go camping. See a lot of tents in a virtual meadow, you can pull the zipper and enter the feel of style and size. At the same time, you may just sit on the sofa at home, but the experience is richer and more detailed than in the mall. 'Katie Finnegan introduced.
Although tempting, VR/AR shopping still takes timeThe fashion show that night gave guests a glimpse of the charm of VR shopping, but this does not mean the organizer Store No. 8's owner Wal-Mart has already planned to 'All in' virtual reality shopping. Katie Finnegan believes that VR still has some problems to overcome. 'Currently VR hardware is still cumbersome, and content display is also risky, and accidentally makes the experience feel dizzy. Said 'Katie. While VR can be a virtual retail store in just a few months, it takes a long time for VR to truly become the core of retail. Katie's prediction is at least 3 to 5 years, and the longest may be 10 years. This prediction is similar to Zuckerberg, the founder of Facebook who bought Oculus VR for $2 billion. He was at the previous developer conference. , VR and AR are listed as the company's 10-year vision.
Due to the long maturity of VR, the StoreNo.8 team is experimenting with virtual reality and is also exposed to other technologies, such as robots and unmanned delivery, etc., hoping to help Wal-Mart, the world's largest retailer, in the e-commerce war in the new century. Catch up with such dangerous opponents as Amazon.
Coincidentally, after the VR frenzy in less than two years from 2015 to 2016, the surviving VR team is no exception to the B-side industry startups such as real estate, automobiles and education. Domestic e-commerce giants such as Alibaba and JD.com have also established their own VR/AR team, and have shown a lot of demo works in the annual events. Last year, Ali showed the use of Magic Leap's AR shopping demo at the Taobao Festival, and just a few months ago, the Silicon Valley's most mysterious mixed-reality company just got a $790 million investment from Alibaba's C-round.
With Apple and Google launching the ARkit and ARcore Developer Suite, AR, which had not been a big hit, has instantly become a global hotspot, and immediately overshadowed the already-excessive 'CV' VR technology. In addition to AR games, IKEA may be the first large company to work with Apple to develop AR applications. The AR application developed by the IKEA team allows users to place virtual furniture in their real rooms. And well-known brands like Nike have already started to put AR filter ads on the social application Snapchat.
However, as Mark Zuckerberg revealed his vision at the developer conference, the mobile camera is just the first step of AR. The ideal presentation of AR/VR may still be glasses/heads. Magic Leap is about to announce its first product, and Apple's AR glasses will be revealed in 2019. Only when the hardware is mature, industry applications such as e-commerce can bear fruit, and this may take 5-10 years.
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