{"id":90653,"date":"2022-10-12T13:46:00","date_gmt":"2022-10-12T13:46:00","guid":{"rendered":"https:\/\/cn.cryptonews.com\/?p=90653"},"modified":"2023-06-26T11:27:07","modified_gmt":"2023-06-26T11:27:07","slug":"cong-quest-dao-pico-quan-mian-jie-du-zhong-guo-vr-fa-zhan","status":"publish","type":"post","link":"https:\/\/cryptonews.com\/cn\/news\/cong-quest-dao-pico-quan-mian-jie-du-zhong-guo-vr-fa-zhan\/","title":{"rendered":"\u4ece Quest \u5230 Pico\uff0c\u5168\u9762\u89e3\u8bfb\u4e2d\u56fd VR \u53d1\u5c55"},"content":{"rendered":"
\"\"<\/figure>

继TikTok在欧美抢了Facebook的市场，现在字节跳动又盯上了小扎辛辛苦苦培养了8年的VR硬件市场。<\/strong><\/p>

9月23日，中国VR硬件商Pico举行全球发布会，发布了它被字节跳动收购后的第一款产品pico 4, 几天后才举行国内发布会。很明显，它是有意抢在Meta 10月11日的connect大会之前发布新品。<\/strong><\/p>

2015年成立的pico，和中国其它创业公司一样，在VR市场上默默地苦苦经营了多年，直到去年底被字节跳动以90亿高价收购后，pico才扬眉吐气、鸟枪换炮，在营销渠道、内容建设等全方位出击，并且也获得了明显成效。<\/strong><\/p>

如今Pico现在中国的地位，相当于Quest在欧美的地位。根据陀螺研究院的数据，2022 年上半年，全球 VR 头显的出货量约 684 万台，其中Quest 2销量约为590万台；而中国VR头显出货量60.58万台，其中Pico销量约为37万台。<\/strong><\/p>

但跟quest相比，pico的销量显然还不到其十分之一。中国的市场基础要比quest差很多，首先是内容生态完全没有起来，国内做VR内容的开发者实在太少，内容缺乏，以致于pico不得不去海外找内容，跟迪斯尼、派拉蒙、索尼等影视大厂合作，把它们的3D影片引进pico，同时也引入一些VR游戏，比如亚利桑那阳光等。今年上半年，pico推出了42款新应用，其中大部分是海外引进的。<\/strong><\/p>

中国少数用户付费下载游戏<\/strong><\/h2><\/span>

其次是中国用户并不愿意付费下载游戏。但凡付费下载的游戏进入中国就要本地化为免费下载、游戏内道具收费，这在游戏业是众所周知的。在中国，恐怕只有一个很小的群体养成了付费下载游戏的习惯，那就是主机游戏用户。<\/strong><\/p>

事实上，在欧美国家，Quest的用户很多就是用来玩steam的。Steam的活跃用户数为1.8亿，其中VR活跃用户数超过250万，使用Meta 头显的超过66%。主机游戏为VR游戏提供了一定规模的成熟用户。<\/strong><\/p>

但在中国，这个群体小很多。2021年全球主机游戏用户规模为4.09亿，其中大陆用户只占2%，大概800万。2021年全球主机游戏市场规模为 457.6亿美元，其中中国大陆市场规模仅占0.9%，约4亿美元。这么小的市场，难怪游戏开发者没兴趣。<\/strong><\/p>

既无内容来源，又无用户基础，pico想在国内市场迅速地把业务做大，看来是不现实的。要知道，字节跳动给pico定的目标是，2022年销售180万台。<\/strong><\/p>

如何完成这个目标？出海恐怕成了最佳选择，无论是内容供给、还是用户基础，都比国内好很多。<\/strong><\/p>

Pico今年累计销售额2.8亿元<\/strong><\/h2><\/span>

虽然quest目前是全球销量最高的VR头盔，市场占有率超过80%，但pico也有它的优势。中国是消费电子生产大国，在产品制造和用户体验感方面有很强的优势。这次发布的PICO4，从佩戴的舒适感来说就有了显著的提升，因为采用了pancake光学方案，重量比以前轻多了，戴上不会有头大的感觉。调节头盔的大小只要旋转脑后的一个圆形按钮，很方便，可以让头盔很贴头，这点很重要，Quest的带子就很难调节，戴起来很别扭，老掉。之前有朋友吐槽，为了Quest戴起来很舒服，光买配件就花了一两千。<\/strong><\/p>

Pico还可以借助TikTok这个强大的社交平台来做市场推广。在国内，Pico今年在抖音上开通了店铺，到今年8月累计销量12.4万台，销售额2.8亿元。<\/strong><\/p>

最核心而且最难的问题是，pico能否获得开发者的支持。因为技术上的差异，quest现有的VR应用并不能在pico上通用，开发者必须为pico平台重新定制，而且有些应用已经被quest买断，不能用于其它平台。<\/strong><\/p>

目前还看不到字节跳动有什么办法来破解这一难题。<\/strong><\/p>","protected":false},"excerpt":{"rendered":"

继TikTok在欧美抢了F […]<\/p>\n","protected":false},"author":47,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[14,1],"tags":[],"editors":[],"sponsored_companies":[],"class_list":["post-90653","post","type-post","status-publish","format-standard","hentry","category-industry-talk","category-news"],"acf":[],"yoast_head":"\n\u4ece Quest \u5230 Pico\uff0c\u5168\u9762\u89e3\u8bfb\u4e2d\u56fd VR \u53d1\u5c55<\/title>\n<meta name=\"description\" content=\"继TikTok在欧美抢了Facebook的市场，现在字节跳动又\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cryptonews.com\/cn\/news\/cong-quest-dao-pico-quan-mian-jie-du-zhong-guo-vr-fa-zhan\/\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" 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