Someone originally used VR to view the house, but instead of buying the house, he bought the birdcage from the owner's house.
Maybe you just laughed off after reading it, and behind this short incident, there may actually be a bigger unexplored market hidden.
The hidden market behind VR viewing
The final result of this incident was rather unexpected. Originally, there were only two results for the homeowner, the house was sold or not, but in the end it turned out that the homeowner sold a single item in the room, and the buyer also found it by accident. Demand outside of home purchase.
This also allows us to see more possibilities brought by VR viewing.
It is understood that the user in the incident used the real estate service software called Shell Finding a House, which is an upgraded version of Lianjia.com, which added the function of VR viewing. Users can use mobile phones or VR glasses to see the overall situation in the house. , And even a point-to-point movement can achieve the effect similar to walking in the house. ·
Because the moving points in the room are relatively dense, it is said that the method of finding a house with shells is to set up about 30 moving points in a 100 square meter room, so you can see the details of the house as much as possible when "moving" in the house.
It was in this situation that the above scene appeared. From the whole process of viewing a house in VR, another business model may be born-VR shopping.
Speaking of VR shopping, I think everyone still remembers the BUY+ launched by Taobao two years ago. After wearing VR glasses, I entered the virtual mall, seeing, hearing, touch, smell, and taste. Taobao, which claims to have the five senses for VR shopping, finally proved The promotional video is just a gimmick.
Although Taobao's BUY+ did not continue to advance, it has brought inspiration to other industry partners.
After that, Amazon, JD, IKEA, etc. have successively made VR and even AR shopping experiences. For example, Amazon India recently announced that it will open 11 pop-up stores in shopping malls across India, allowing online buyers to use VR before placing orders. Head-mounted display to browse merchandise.
The main experience is that users view product models made with three-dimensional modeling in VR, and match the matching scenes, such as clothes in the closet, home appliances in the kitchen, etc., and users and products can be directly generated Interaction, check product information, place an order, buy...
The difference is that what Jingdong and Taobao are currently vigorously promoting is not VR shopping, but AR. Based on Apple's ARkit and Google's ARCore function, after recognizing the on-site environment, the virtual modeled goods can be placed in the real environment at the same scale, achieving a WYSIWYG effect.
The VR shopping market hidden in VR viewing is actually not the same as the above two, but it also has great scalability. It includes two modes: second-hand commodity transaction and new product transaction.
Usually, the current shell house search software contains three kinds of requirements-new house transaction, second-hand house transaction, and renting.
In the process of viewing the house, in fact, the homeowner not only displayed the house type, but also the decoration, furniture, home appliances and all other items of the house.
Mr. Gyro once had this experience. When he went to a friend's house to play, he accidentally found that the bookcase of his friend's house looked very good, and asked him to recommend the purchase link. In the end, Mr. Gyro also bought the same bookshelf.
Maybe many people have the same experience as Gyro-Jun. In fact, the products of friends' homes that Mr. Top sees are like buyer shows seen on e-commerce platforms, but this level is higher. One is the trust relationship between friends, and the other is seeing is believing. It is true. Product application is displayed in daily scenes.
There is another scenario. For valuable items that are idle at home, they usually choose to upload them to a second-hand trading platform for sale. The traditional display form is mostly two-dimensional pictures, and buyers use pictures to judge whether A transaction is required, and in this case, the final transaction will mostly be completed offline.
What if you pre-set such requirements during the VR viewing process?
Imagine that all products in the room can be viewed in detail, with detailed product information. Second-hand products include the year of use and even the source of purchase, or the products in the room can be directly traded. This is for the homeowner or the user. , Can get unexpected gains other than VR viewing, just like the customer who bought the bird cage.
Moreover, from the psychological analysis of users, it also proves that this business model is feasible. Just like users of 3C e-commerce platforms and book e-commerce users, the unit price of the former is 4 to 5 times that of the latter. The former expands to book products. Although the unit price is lowered, the sales volume has increased significantly; while the latter is in its Adding 3C products to the mall is counterproductive, and users do not pay.
This is similar to the fact that users are often blind when buying things during travel, and are very low-sensitive to prices; but if they are in a vegetable market, they may care about every single cent for the same reason.
On the viewing platform, whether it is for the needs of buying or renting a house, its psychological price is higher than other consumer products, and the demand for buying and renting a house also covers auxiliary needs such as decoration and household goods. It may be that the user's initial direct purpose is not These, but it is very likely to be triggered in a specific scene. For example, when you see a piece of furniture in the room, a label, detailed information, purchase link, etc. are displayed on the furniture, and the user is likely to find that he also wants this piece of furniture. And produce buying behavior.
Can VR shopping in VR viewing really be realized?
There are currently several modes for VR viewing. One is the panoramic room picture taken with a panoramic camera. Strictly speaking, it is only a panoramic viewing, and the effect presented has no depth information and no interaction;
The second type is VR viewing based on real shooting modeling. Although it looks similar to a panoramic picture, the scene is presented with depth information, which can have a stronger grasp of the size of the room and the size of the object;
The third type is a pure virtual VR experience for off-plan houses. The model houses are completely realized through modeling. Users can move freely in the virtual environment with devices such as HTC Vive. They can even move in the room with a deeper level. The objects interact with each other, such as turning on the virtual TV, fiddling with objects in the kitchen and so on. However, since the physical room has not been built yet, this kind of virtual model room often makes people worry about whether the final effect is exactly the same as that experienced in VR.
Not to mention the presentation form of off-plan housing, at present, for new and second-hand houses, real estate platforms on the market choose to use the first form of presentation, and shell house search can be said to be almost the only one that chooses to use the second form. , And has invested heavily in the real estate service platform. It has self-developed a set of in-depth VR shooting cameras, and has established a shooting team with a scale of 1,000 people to VR the houses.
The data released recently can also be seen that users have a high degree of acceptance of VR viewings. It is reported that this APP has covered more than 65,000 sets of sources to realize VR since it was launched 100 days ago, and the daily scanning and reconstruction volume exceeds 2,300 sets. More than 80% of all users in the Chengdu pilot chose to use VR to view houses. The overall stay time of users increased by nearly three times compared with the previous period, and the conversion rate after viewings increased by nearly 40%.
In an environment where Internet competition has become a competition for user time, the longer the user stays in the APP, the greater the expansion of its value. Originally, the user just browsed a few pictures and then closed it in a hurry, but now they move around the room and view the details in the room at 720 degrees. The display effect of the details is enlarged, and it also brings a scale effect. Shell naturally did not miss such an opportunity. It directly landed the business opportunities brought by the new form in the APP. It is said that it has cooperated with more than 4,200 merchants in the rental scene, and is a brand in 610,000 online listings. The main exposure exceeded 500 million times.
Although potential demand exists and there is a huge user base, it is not easy to directly facilitate transactions during the VR viewing process.
The first is authenticity. To completely restore the authenticity of the scene and the objects in the scene, so that people look like they are looking at real objects, firstly, the information of the real scene needs to be captured, and then reconstructed and restored. At present, shooting + modeling is the most efficient and highly reducible form.
For example, the camera launched by Shell Search has three sets of depth vision camera sensors facing different angles on the camera. Each set of cameras includes an infrared receiving camera, an RGB color camera, and an infrared transmitter. When shooting, one of the cameras will emit infrared light spots, and the other camera will shoot the light spots, so as to obtain the distance information of the actual object. The third camera is used to take panoramic photos. It is understood that its camera can also obtain RGB images with a resolution of more than 5 million pixels at a distance of 8 to 10 meters, with an accuracy of up to centimeters.
The collected data is processed by fully automatic pipleline to perform global 3D reconstruction, geometric optimization, spatial detail optimization, HDR optimization, etc., thereby presenting a more realistic house scene.
The other is the design of the identification and interaction of the items in the house. If you need to know the product information in the house, large items may be identified by the photographed items, while the difficulty of small items is much higher.
Since the development of image recognition technology, there has been a relatively mature experience. Both Google and Baidu have launched image recognition search functions, and more advanced facial recognition has been applied to security, mobile phone unlocking and even face payment. Important scenes.
Regarding the future expansibility of VR viewing, in fact, when I interviewed Hui Xinchen, vice president of Shell Finding Real Estate and general manager of Rushi Business Unit, a point he mentioned is very consistent with the views of this article.
"In the future, for example, through object recognition, identify what objects are in the house, and then find out the boundary of this object and replace it with a virtual rendered thing. If everything can be replaced with a virtual rendered thing, then in the future You want to change what you want to change at home, you take off this sofa and put on another sofa. This is actually feasible for us at this stage, we are just accumulating capabilities. This thing is more valuable to us, and users will Become more free. When we have accumulated enough things to identify the brand of the refrigerator and TV in the user’s home, then after a collection, it can be modeled virtually, and the things in the room can be replaced at will. These are all We are going to study things in the future." In his view, after having a large amount of housing information, further digging up the item information in the house can build a larger database for the shells to find a house. With this huge database in the future, perhaps the business model of VR viewing will be more expandable in the future. For example, advertising and VR shopping are the most direct ones.
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