Eight years ago, in the days before the e-commerce giant Alibaba decided to launch a shopping festival “Double 11â€, promotional activities across the country were also conducted via SMS. Now, at midnight on November 11, a shopping event kicked off, the instantaneous transaction volume exceeded $1.5 billion, and the statistics on the television were constantly updated. One and a full load of logistics trucks and motorcycles carried goods onto the streets, and more than 300,000 tons of carbon dioxide were emitted into the atmosphere.
But in Alibaba’s VR shopping platform Buy+, it still maintains a strange calm.
The "immersive retail experience" that is not so immersive at the moment is still in its infancy. A few dollars worth of paper-box glasses put your phone on your face, and the mobile phone speakers also make the same thin sound as usual.
Similarly, there is not much on the platform, and retailers only list a small number of products. Although the virtual mall is a real sales platform, most users only have a short browsing time.
However, "double 11" as an innovator is still very valuable. Such events are regarded as a qualitative indicator both at home and abroad: What can continue to promote the promotion of China's huge consumer market?
In the AR game "Pokemon Go", instructions in the player's follower's cell phone go along the streets of the real world to unlock virtual items, and these virtual items need to be paid with real money.
Obviously, VR/AR is the next step, and eBay, IKEA, LEGO, and Haagen-Dazs have also entered the virtual reality stage in their retail field. According to the authoritative Goldman Sachs estimates, the value of VR technology in the retail sector will reach 1.6 billion U.S. dollars in 2025, and the number of users will also exceed 32 million.
However, there are no clear specifications for this future structure. So far, there are no regulations or regulations to restrict the use of VR/AR technology in marketing or advertising.
Some ethical issues arising from the "disaster" of national materialism such as "Double 11" have only recently entered the public's field of vision. This will also be another sign that emerging media such as VR/AR may appear in domestic retail market applications.
Mike Evans, president of Alibaba Group, once said in 2016 that technology will raise the relationship between brands and consumers to a higher level, and the whole process is only to promote consumption. On the Buy+ platform, customers simply browse the product and nod their head to purchase.
Evans said “VR/AR technology has created a stronger relationship between brands and consumers, which means that some traditional outreach methods will gradually be replaced. For example, if a company wants to open a store in a certain area, it will not It will need to be stationed or hired in its area.â€
Related specifications have not been establishedGamification of sales is no longer new. "Double 11" is enough to prove that gamification and newer trading methods can promote sales promotion. Many consumers even stuff items that they would like to purchase a few weeks in advance to rush to buy before other similar buyers.
However, these sales strategies are carried out under established rules, but such rules do not exist for VR/AR. Although there are certain controversies regarding the application of these emerging technologies, it is believed that this situation will not last long.
"As with other types of media, the connection does not happen automatically because you wear a pair of VR glasses." Nonny de la Peña explained that she often uses virtual reality technology for news reporting and allows the audience to experience how easy it is to be People ignore the information: large areas of conflict in conflict, as small as food safety issues.
De la Peña is currently working with the U.S. Public Television Network to prepare a best practice report on the use of VR/AR technology in the news industry.
She said, “This is a new medium that has just started. We are still exploring its uniqueness compared to other media, and we look forward to anyone or related institutions that can find out what it really best practices and formulate relevant cultural norms. ."
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