Editor’s note: This article is from the micro-channel public number “Tech Planet” (ID: tech618), Author: Yang industry break, 36 krypton release authorized.
The four major areas of “clothing, food, housing, travel”, why is the most difficult area to be Internetized?Is it difficult to place an order as easily as shopping online or booking a car online?
After graduating and struggling in Beijing, renting and buying a house experienced various unpleasant experiences.He found that no matter how attractive the pictures and texts on the Internet were, and how the intermediaries promised, there were various inaccuracies in the final field acceptance. The real estate transaction was Internetized, and it was difficult to pass the “real” aspect only.
In fact, not only are listings difficult to be Internetized, but transactions that are heavier and more non-standard are difficult to be online.From the ever-changing housing types to the different car configurations and the strange shapes of machines, these physical industries have always been difficult to completely move the display and marketing links online.In the final analysis, they are not a piece of text, a few pictures, or a live video broadcast, which can fully display the real thing, and consumers have always been unable to achieve full access to information on the Internet alone.
With the commercialization of VR, there is hope for all this.Just like in the science fiction movie “Number One Player”, the protagonist puts a helmet on his home and enters another VR world called “Oasis”. The prosperous city and players with different images all make people immersive. “Realistic. ”
Before the Oasis World was realized, a huge supply-demand mismatch had already been staged.The industry desperately needs a profound technological change, online purchases of heavy assets and transaction scenarios online, prompting consumers to purchase clothes / bottles of cosmetics online, and it is necessary to go offline for a long time before purchasing easily/ Long-term items.After the epidemic, the entire society is also expecting the Internet to activate physical commercial retail, otherwise retaliatory consumption will be impossible to talk about.
Suddenly breaking into the sight of black technology
Beijing’s Zhang Yu did not expect that in the past, it was magical enough to be able to see a house in the live broadcast room, and now he can still use black technology to buy a house.
Zhang Yu, who has been planning to buy a house for a long time, intends to buy a house with 2 bedrooms and 1 hall in Beijing. The budget of 3 to 4 million may not be very rich.”I go to see two or three suites offline every Saturday. I watched more than 10 sets a month, and I felt too tired.”
In Zhang Yu’s view, the house type must be seen on the ground.Because I don’t want a house with a large pool area, the light of the apartment is better, and I sometimes go to see the house in the evening.In addition, during the epidemic period, the policy restricts the access of intermediaries and consumers to tenants, and can only be visited once a day, and the purchase of a house is not going smoothly.
One thing that really made her think that buying a house was promising was still an accidental “mistake” in the shell search app.One day when Zhang Yu browsed the property at around 10pm, he clicked the “VR Voice Show” function and instantly connected to the agent Li Meng, located in the western district of Huilongguan in Northwest Beijing.
Zhang Yu felt that it was not good to disturb the broker so late, he hurriedly explained that he accidentally clicked, and he just looked at the floor plan.Li Meng said that it was okay and told the other party not to hang up the line, and gave her a detailed introduction to the housing situation.What surprises Zhang Yu is that the agent clicks on the door, and then goes to the living room, kitchen and bedroom. The VR listings on his own side will also follow the agent’s mobile perspective, and the voice is also synchronized in real time. The “cloud viewing room” experience is almostComparable to offline.
On the basis of VR vision, Li Meng also introduced the daylighting of this suite, surrounding facilities, transaction taxes and other contents.When the agent Li Meng learned that Zhang Yu had a baby, he immediately used the AI design function of Shell Future Home to help Zhang Yu decorate and design the future home online, and automatically planned the original study as a baby room.Zhang Yu’s concern about the size of the public pool and lighting issues were all investigated in the VR listing, which made her very satisfied.
Ordinary consumers are buying houses through VR, which is being staged in the daily trading of shells.As in the “Number One Player” movie, those virtual future scenes are being reflected in reality.In fact, not only in the real estate field, commercial-grade VR applications are indeed facing the storm.
On May 15, Apple is expected to spend 100 million US dollars to acquire VR company NextVR, which can be regarded as the most important news in the recent VR field; domestic VR has also restarted its momentum in commercial-grade applications, and Baidu VR education cloud platform has begun to be used in some primary schools.In addition, Baidu’s VR marketing hardware equipment also began to be sold online; on May 17, China Mobile also launched a new “mobile cloud VR platform”, which began to be used in VR marketing and other scenarios.
Among them, the VR landing speed of the shell search is particularly worthy of attention.With self-developed VR acquisition equipment, it takes only 20 minutes to realize a three-dimensional reconstruction of a set of houses. The average daily number of new VR houses has reached nearly 20,000, which has greatly accelerated the speed of the VR industry.By the end of the day, Shell has achieved three-dimensional reconstruction of more than 4.5 million house sources, creating the world’s largest database of VR listings. This is the first time commercial-scale VR has achieved such a large-scale practical application scenario.
With the advent of 5G in 2020, following the purchase of graphics and text, video sales, and e-commerce live broadcast, virtual reality (VR / AR) seems to be igniting the fourth revolution in the trading scene, and trillions of physical businesses are ushering in new opportunities for networking.
The detours the VR industry has traveled
What Zhang Yu didn’t know is that the 20-minute virtual reality journey that Li Meng took him through was behind the achievements of the “Rushi” team of shells who worked hard for five years.The cool black technology experienced by customers is a professional term for “structured light, 3D modeling, computer vision, laser measurement” and so on for the R & D team.
With the outbreak of 2016, the VR industry has also gone from a bubble to a return to industrial value, a process of truly deducing the Gartner curve.
For the domestic and foreign markets, 2015 is the first year of VR. At the Facebook headquarters in California, the United States, Mark Zuckerberg and the Indonesian Prime Minister used VR equipment to play a zero-gravity table tennis across the Pacific Ocean for 20 minutes..
In addition to a large number of companies striving to build VR all-in-one machines, VR glasses and other hardware devices, consumer-level VR content such as VR games, VR videos, and VR live broadcasts have also attracted fierce market attention.The VR industry has also rapidly risen from the “technological infancy” to the “expected expansion period” of the Gartner curve.After Facebook, Samsung, Sony, HTC, Xiaomi, Storm, etc. have launched VR products, VR experience stores have spread all over the country, and VR games and VR videos have all stood on the “air outlet”.
However, by January 2017, 90% of domestic VR equipment manufacturers have declared bankruptcy, and many popular VR companies have fallen.The HTC Vive platform hopes to create a VR version of Steam. The plan has not come true; VR tourism projects in various places have also been quiet; LeTV VR is disbanded, Youku, and micro whale VR are silent; steamvr monthly active users began to fall; more than 80% of the experience stores areNot profitable.At this time, the VR industry has entered the “bottom of the rice burst” of the Gartner curve.
A large number of enterprises engaged in VR have failed to find a suitable landing scenario for VR / AR. Faced with various technical difficulties of VR / AR and the high investment threshold, the lack of long-term willingness to advance is the key reason for the VR industry to be cold.
On the other hand, international giants have not taken VR as their own development focus.For example, Microsoft’s HoloLens 2 attempts to land in enterprise-level scenarios such as architectural design and medical applications, but these are not related to Microsoft’s own IT business, so the HoloLens business is not always a strategic business within Microsoft.In 2019, Facebook’s Oculus VR device may sell about 1 million units, Microsoft’s sales are much less than this.
Hui Xinchen, vice president of Shell Technology and general manager of Rushi Business Department, recalled the journey to Tech Planet (ID: tech618). Despite the coldness of the VR industry, Shell and he personally believe that the commercial application of VR is inAt the current level of technology, VR can play a key role in its value, especially in the field of residential services that is closely integrated with space.”Technology must find the soil suitable for it. Shells have 200 million suites of source data. These can help VR find large-scale application scenarios. Shells need VR, and VR also needs shells.”
In the past, housing services such as house purchase / renting have been using CAD technology to simulate three-dimensional space reconstruction. If VR can truly achieve panoramic restoration, it is undoubtedly more imaginative. The meeting point of VR and residential services is naturally present.
What kind of commercial VR can really promote industrial development?
The entire Internet real estate is divided into two groups to do VR.One school is to use a panoramic camera to photograph the house, and then build the wall in the panorama, and many Internet real estate websites still use this 2.5D technology.Although this kind of pseudo-VR has a low cost, the display effect is very poor, and the house data is also inaccurate.Therefore, although this technology is relatively mature, it has not been generally accepted by consumers, and it cannot really make the online viewing experience comparable to the offline experience.
The other group is represented by the shell “Rushi”, through self-developed VR hardware and software products to realize the real three-dimensional reproduction of the space.The difficulty has been raised by several levels in an instant. In order to overcome the difficulty, the VR team has slowly grown to more than 200 people, focusing on the “little thing” of commercializing VR.
Therefore, when the gust of VR gradually subsided, Shell took out the first generation of VR capture products in 2018-Riemann.Yang Yonglin, the head of Shell · Rushi Technology Center, remembered the difficulty of developing products at that time. In the garage of his employee ’s father-in-law in Shanghai, 10 prototypes weighing 7 kg were screwed out.
As a precision scanning device with depth perception, Riemann can complete the comprehensive collection of spatial information and image information based on structured light technology.The photographer will use a VR scanning camera to scan the house at multiple points and multiple angles to obtain complete 3D point cloud data in the space. At the same time, it will be combined with the panoramic photo data captured by the color lens to automatically correct the distortion of the panoramic photo and reconstruct it in the cloud.Complete the 3D color model of the house.
Open the Shell Search App and click on any set of VR listings to see the VR content of the listings collected through this standard process.In each room, the user can click on any location in the room to walk freely in the room, to understand every detail of the house, and get an offline viewing experience.
In addition, based on VR scenes, Shell · Rushi also launched multiple applications such as VR band watching, AI lecture room, Shell Future Home (AI Design), etc., which constantly enriches the industry value of VR, and uses online to completely revolutionize service scenarios.
A race with Apple
Compared with the VR experience through the all-in-one machine and VR glass, the industry always believes that mobile phone viewing VR is the mainstream trend in the future, and it can bring wider application of VR.
Real-time content development platform Unity’s “Commercial VR / AR Hot Trend Report 2020” also shows that 2020 will be a critical year for VR commercial use, and more than one billion people worldwide will want to use their own devices for VR experiences.
With the sudden new crown epidemic, the commercial value of VR has been further verified.
At the beginning of this year, Shell has upgraded the VR watch function.In the first quarter of 2020, brokers and consumers on the shell platform jointly initiated more than 18 million VR viewings, which was an increase of 13.5 times compared with the fourth quarter of 2019; the duration of VR viewings reached 507,000 hours, compared withIt increased by 80 times in the fourth quarter of 2019.
The increasing use of VR has made Hui Xinchen have higher expectations for VR spatial reconstruction. “Although our current spatial reconstruction error rate has reached less than 1%, achieving world leading, we have been thinkingWill the VR space reconstruction technology be further upgraded to increase the accuracy from the centimeter level to the millimeter level, and discover the greater commercial value of VR. “In the eyes of Hui Xinchen, the head of the Rushi team, in fact, it is more of a race against himselfprocess.
To this end, Hui Xinchen decided to accelerate the development of a new generation of “Galova” laser VR acquisition equipment.In the development process, the Rushi team also encountered an episode during the development process, which also made the Rushi team’s partners realize that they are racing with the technology giant Apple in the technical field.
In March 2020, LiDAR, an “optical radar”, appeared on Apple’s 2020 iPad Pro. Its laser can calculate the data of different objects in the photo, such as three-dimensional spatial data such as the height of the person and the length, width and height of the home.This technology ignited the consumer VR / AR market and made Apple’s cameras even more amazing.
Subsequently, on April 23, at the Shell New House 2020 New Residence Conference, Hui Xinchen took the prototype of the “Ga Luohua” laser VR acquisition device to the podium.Compared with Apple’s technology, this product has some of its own characteristics.
Compared with the consumer-level application of “optical radar” LiDAR on iPad Pro, only space measurement can be achieved, and “Garowa” has achieved rapid space modeling based on space measurement based on industry landing experience, through 360 degreesAutomatic panoramic scanning, automatic splicing processing on the screen to generate VR houses.
In addition, Galois ’color sensor is also upgraded to a 4 / 3-inch large target surface CMOS. The sensor area is about 7 times that of most mobile phone cameras 1 / 2-inch CMOS. Combined with the fisheye lens of multi-layer coating technology, it can beEffectively resist glare, purple fringing and other problems, so that the collection quality can reach 8K micro single level, with more accurate color rendering so that every detail of the house is clearly visible.
The “Garowa” VR acquisition device based on the laser solution of the shell-like team improved the data error from 1% to 0.4%.On the other hand, in terms of convenience, the dream of generating a VR listing in 20 minutes is realized.If we say that Apple has achieved the popularization of VR laser collection products in the consumer field; then the shell search has realized the large-scale application of laser collection in the field of commercial VR.
Shell VR may become Tencent Cloud for new business
There are many enterprises doing commercial VR. Why is Shell alone the first to land?In fact, everything looks accidental and inevitable.
Zuo Hui, the chairman of Shell Search, once said in “The Seven Banners of Shell”: “We are doing industrial Internet, which is an early batch of companies that try to combine online and offline in the industry. The core is firstTo achieve the digitization of data and the digitization of the entire process data, only in this way can the overall efficiency be improved. ”
But the most important thing about the industrial Internet model of shell search is the subversive transformation of To B partners.For To C consumers, a technological change is needed, and commercial VR is the most suitable answer.
“In the face of the challenges brought about by the epidemic, the government has launched many measures, the most striking of which is to propose a new infrastructure strategy and vigorously promote the construction of digital infrastructure such as 5G, cloud computing, and big data. This also shows that we not only have toTo solve the current problem, it is also to look at the future, hoping to take this opportunity to adjust the industrial structure and promote new economic growth methods. “Tang Daosheng, senior executive vice president of Tencent and president of the cloud and smart industry business group, used to do this at the Shell New Residence Conference.Says, “Online VR viewing function created by Tencent Cloud and Shell, customers can feel the size of the room, details of decoration, etc. through the 3D real scene, using the” cloud viewing room “method; they can also connect to the broker with one click.Get answers to questions about orientation, packages, taxes and fees. ”
Shell VR and Tencent Cloud actually have certain similarities: Tencent Cloud hopes to become the underlying structure of the new infrastructure, and Shell VR uses space reconstruction to create a new business marketing model.
Digital new business is rolling in.”Commercial VR has many application scenarios, and shared office has been very hot in the past two years. Krypton space has used our technology to make VR offices; many restaurants open online ordering, you can use VR to see the environment; Huairou government also uses the VR space reconstruction technology of shells, Realize VR to see Huairou “, Hui Xinchen counts the application scenarios of VR outside the shell.
“Now a set of houses with our equipment can be VRized in 20 minutes,” Yang Yonglin told Tech Planet (ID: tech618) that “VR will eat the world” will not be far away.
At present, the VR solution of Shell · Rushi has cooperated with nearly 100 brands such as Red Star Macalline, Lianjia, Ziru, Tongcheng Yilong and Sofia.
No longer limited to static display forms like Google ’s Digital Earth or HTC Vive ’s “V Forbidden City”. For example, VR hopes to realize the spatial 3D reconstruction of all objects, from a set of real estate, an exhibition, a building, to aThe VR of commodities, these digital assets combined with e-commerce or local life service platforms, can interact with consumers in real time and create new commercial “super species” in the future.
Returning to the present, according to IDC’s “Global Augmentation and Virtual Reality Spending Guide” released in December 2019, the global AR / VR market will reach USD 18.8 billion in 2020, an increase of approximately 78.5% year-on-year.In the collective efforts of companies such as Apple, Microsoft, Google and domestic Baidu, Shell, etc., the VR industry is finally waiting for the wind.
Now, Shell · Rushi is accelerating the realization of VR for 200 million stock houses in China, and gradually enabling technology opening to multiple industries such as catering, office, exhibition, retail, home improvement, etc. This wave of commercial VR will gradually move towardsThe “production maturity” of the Gardner curve, and with the advent of the 5G era, will play a greater role in future business scenarios.
This is also the largest wave of marketing change dividends that can be expected from 30 trillion physical businesses.
(At the request of the interviewees, Zhang Yu and Li Meng are pseudonyms)