AR is a retail tool for connecting online and offline products and users. It is an inevitable trend of new retail development in the future. For traditional retail enterprises, AR is novel, and smart retail leverage AR can bring new user experience and business value. With the strong capabilities of the giants, AR has become a new industry full of opportunities.
In the 1960s, the Internet began to take shape. At that time, more keywords in the first half focused on the basic characteristics of the Internet. "Openness," "connection," and "equality"... The stage of blind exploration lasted for nearly 50 years until The emergence and popularity of mobile smart devices, the concept of the second half was proposed in mid-2016.
Beginning with the US group Wang Xing, Internet giants including BAT are emphasizing the second half of the game. A generally recognized and iconic second half feature is that the Internet population and traffic dividends are fading, and the big players are asking "Where is the traffic going?" However, the reduction of online traffic in the second half is irreversible, and “open source†has become a new direction for the giants, with more eyes moving downwards and paying attention to offline scenes. Especially in the "retail" field led by the Ali and JD.com giants, the giants are also waiting to break through.
AR is a retail tool for connecting online and offline products to users. 2017 is a new beginning for the retail industry, with new retail and smart retail being maximized in this year. The online market is becoming saturated, and Alibaba and JD.com have driven offline retail to become a new battlefield. Breaking the middle barrier and finding a better combination of online and offline is the threshold for the Internet giant to jump forward. The reason why the giants are anxious is because of changes in consumer demand.
When e-commerce began to appear, the formation of a complete industrial chain for online purchase and offline distribution subverted traditional cognition and was highly successful because of the large number of consumers. Nowadays, consumers have experienced a cyclical enthusiasm for the traditional online retail form, and new consumer demands are constantly pushing the retail industry to change. But now it is necessary to make a second breakout on the basis of the mature retail form, and the giants feel that it is more difficult. But just as the giant found AR and held it high, it turns out that AR can indeed meet the high demands of the consumer experience.
For traditional retail companies, AR itself is novel and interesting, and it can drain the enterprise. In order to satisfy consumers, Internet companies have been working to streamline offline scenes and present offline atmosphere with mobile phones. The past text, pictures, short videos, and live broadcasts are all overweight for this purpose. For SMEs, they meet the ceiling faster than the giants, and the demand for business innovation breakthroughs is more intense. AR coincides with the “augmented reality†approach brought by the time, superimposing the real environment and virtual objects, and using the highly technical and modern marketing form to drain the merchants is undoubtedly the door of traditional retail opportunities.
Moreover, AR can make consumers "visible, tangible" products, refreshing. I still remember that VR was quickly popular when it was first introduced. The unprecedented immersive experience fascinated consumers, but the problems of high equipment prices, low-yield products and low quality became the roadblocks for VR development. In comparison, AR has the same subversive expression as VR, and with the help of giants and landing, AR survives and is widely used. Even in the recent variety show “National Treasuresâ€, Tencent QQ AR technology has been recognized and applied by the audience. Under the impetus of the giants, the universal mobile application such as QQ is equipped with AR, which gives AR more space and opportunities.
For most companies, AR is a new format, involving completely unfamiliar technology areas. AR product development and application have high requirements for enterprise technology and capital. Therefore, it is difficult for SMEs to reach the core AR technologies and products, and the giants are still pioneers. Among them, Tencent is currently one of the deepest giants involved in AR, especially at the Global Partner Conference on November 9 last year, the sharing of QQ-AR open platform has allowed Tencent to obtain the largest volume in the industry.
Fortunately, the domestic AR industry has a huge experience and resources, and it will definitely spread more quickly. This is not only a one-time high for the consumer experience milestone, but also a subversion of the entire retail format.
Giants lead AR to bring new user experience and business valueAt present, Tencent QQ-AR platform has reached the stage and matured. Together with QQ, it is also an important social application for people, especially young people, to open frequently. We may take the QQ-AR platform as an example to see the domestic AR industry. The value of development lies.
Before the official launch of the QQ-AR open platform, Tencent has repeatedly announced that it will create a "smart retail solution" with a "decentralized" approach and a full range of platform capabilities, empowering more businesses. Nowadays, the emergence of the QQ-AR open platform coincides with Tencent's open sharing strategy. This is a key point. The QQ-AR platform has been widely praised for adapting to Tencent's strategic play. As a result, the high-frequency QQ-AR is opened and applied, and the AR value is fully released.
In addition, the QQ-AR open platform also has two important aspects of value output.
On the one hand, the QQ-AR open platform can provide new AR gameplay through QQ, and easily cut into a variety of business scenarios to bring new experiences to users. During the “Dodan†festival, QQ-AR fever also set off a wave of small climax in the circle of small and medium-sized businesses: there is a cake shop that combines Christmas scenes with cakes to create a Christmas atmosphere and create holiday promotions; there are fishing gear sales merchants to let users scan The product packaging knows the product information of the material, use and maintenance steps of the fish gill; and the real estate seller allows the user to scan the flat floor plan to experience the vivid three-dimensional room type presentation and introduction...
After reading this, we can easily find out that it is with the high-traffic social platform of QQ that this series of deep-selling AR products can be exposed and popularized. QQ-equipped AR has undoubtedly become the most convenient and convenient AR experience portal, and you can experience the most vivid offline world overlay online. This is also an efficient reach and a surprising consumer experience for consumers. Together with Tencent's layout AR's already leading recognition technology and rich features, this will be more attractive to younger groups after 90s and 00.
On the other hand, for the merchants, this is also a feast of innovation and technology. The AR open platform allows the threshold for merchants to create AR products to disappear, and merchants can efficiently complete the AR platform construction without having to download third-party applications, and have the huge traffic portal of QQ. Because the AR products of the merchants can not only shop offline for consumers to scan the experience, but also display on the platform online, indirectly promote their products. It can be said that it is precisely under the support of giant resources that merchants have more retreats in AR creation.
At present, the application cases of QQ-AR have been enriched: for example, brand cross-border cooperation with companies such as "ELLE" magazine, Pepsi, McDonald's, Yueshi style, Sprite, etc.; and "Spider-Man", "Speed ​​8", "Transformers 5" and other international film and television cooperation; and during the Spring Festival launched "LBS + AR red envelopes" real distribution, combined with Shenzhen University to launch "AR school badge"; set up "QQ-AR first aid kit" in public areas to view first aid tutorial... ...the giants do have more power in tapping the value of AR.
Driven by giants such as Tencent, the domestic AR industry has been able to rise rapidly, and more small and medium-sized businesses can more effectively taste the fruits of AR retail, and the consumer experience can go further.
"Consumer 4.0" leverages AR to demonstrate individual consumptionWith the popularity of the Internet, the improvement of social production and transaction efficiency, domestic consumption has also undergone four changes. From the beginning of passive planning consumption, to the era of consumer shopping after the emergence of department stores and supermarkets, to the era of consumption 3.0 quality consumption, and the era of personalized consumption that has become more and more brilliant in all walks of life, AR must be one. Great personalized marketing tool.
The entry of the giant Tencent also issued an important signal that AR will be the next retail growth point, and the consumer personalized 4.0 era has quietly arrived.
Today, all walks of life are leveraging the Internet to work hard to get close to users. In the field of smart retail, AR's position has become increasingly prominent. AR technology blessing will better connect products and consumers and create a more comfortable, novel and personalized consumer experience. At the time of consumption 4.0, when the individual consumption is in the doldrums, AR can collide with retail sales even more.
For example, one of them will have more high-quality AR output, and the AR industry will grow rapidly. An open platform like QQ-AR is widely used, but it is also an indirect promotion of the entire industry, especially the AR creation under the giant “going to the thresholdâ€, which enables more and more users and enterprises to participate in content creation. Construct a benign ecology. Of course, from the general direction, the layout of the giants has indeed led to the rapid growth of the domestic AR industry, and even led China to lead the world in certain areas.
Then there is the ability of SMEs to participate and improve the overall strength of domestic companies. A larger proportion of the retail industry must be the convergence of small and medium-sized enterprises, and the most decisive consumers of these channels are those who determine the consumer experience. The key to achieving personalized consumption lies in the degree of AR application of SMEs. Now with the help of giants such as QQ, one has canceled the AR entry threshold, and secondly, it has direct access to AR products and platform construction. Thirdly, there are stable resources such as technology and traffic, and personalized consumption is just around the corner.
In general, AR is a new industry full of opportunities, and there is still a certain threshold for the general public and small and medium-sized businesses to achieve AR. The entry of giants such as Tencent and the open sharing of platforms such as QQ-AR directly caused the barriers of merchants to disappear, giving consumers a disruptive innovation experience.
Under the powerful capabilities of the giants, AR retailing allows more vertical scenes to connect with users, achieve efficient accumulation of layers, and achieve qualitative change with multi-user participation, so that the era of consumer-oriented personalized consumption 4.0 becomes a reality as soon as possible. AR will surely become a tool to enhance the retail consumer experience and promote smart retail.
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