How To Link AR Shopping With Technology?

The opening time was only 10 seconds, and the turnover of Tmall home decoration industry was 100 million; at zero five, the total turnover of Tmall FMCG exceeded 1 billion 300 million.

The "618" which was opened at zero fifteen on June 16th has become a long-awaited battle of "returning blood". And a series of seeking incremental, innovative pilot measures, so that the electronic business platform beyond the meaning of "618" itself.

3D and AR technology has landed on a large scale, becoming the protagonist of this "618". "Today we think more about what the next generation's consumer experience should be like. This year's "618" is our entire platform from the perspective of technology and business integration, will put a large number of new products into the application, commercial. Taking AR as an example, immersive experience has increased more than 1 times for users' purchase conversion rate. A few days ago, Yang Guang, vice president of Alibaba group, general manager of Tmall consumer electronics division and home decoration Department, told reporters in an interview with economic news reporters in twenty-first Century.

In 2016, it was known as the first year of AR and VR in the industry. But after two years of silence, with the outbreak of the epidemic and gradual normalization, how to realize online business through new technology has become one of the focuses of physical brand. Many retailers and business providers in Poland, Britain and other countries have introduced the latest AR technology on product pages.

This time, can AR still get wind and water?

Find a way out online home

You can try lipstick, glasses and shoes with a little bit of screen, and the cool experience of a personalized custom ring, T-shirt and watchband is no longer an imagination. Over the past two years, AR has been widely applied in hardware and software. At the same time, domestic and foreign giant companies have entered the field and began to seize the market. However, for users, there is no application of explosive money to the everyday.

Capital from fanaticism to calmness, after the ebb tide, AR began to large-scale landing in the field of electricity and retail. Previously, Apple has officially worked with IKEA to display virtual shopping through ARKit software. ARKit this new development framework allows developers to use built-in cameras, processors and motion sensors to develop applications and games with AR experience on iOS devices. Through ARKit, apple brings AR experience to hundreds of millions of iPhone and iPad.

At present, AR electricity supplier is one of the most important application scenarios on apple ARKit. During this year's "618" period, the AR technology scene was popularized to the rich scenes such as shoes, sunglasses, trial pupil, trial color, even trial play, not only with AR, but also with a single key to get the whole body to wear, and to play a game of Lego in the real scene.

For the home industry, AR is a breakthrough to break the deadlock. Through AR, users can use cell phone to directly see the details of object size, color, matching effect and so on. Especially in the low frequency household products, it can achieve more real virtual shopping and improve the purchase decision and conversion rate.

During this year's "618" period, Tmall applied AR technology to 100 online stores, such as IKEA and Gu Jia. After entering Tmall 3D through mobile phone APP, consumers can stand in front of any shelves, check the style and price of goods 360 degrees, and even preview the matching effect in advance.

Take the kitchen and bathroom brand Kohler as an example, during the "618" period, the number of pre-sale goods and the number of buyers has nearly doubled. Kohler uses 3D real shopping technology to move the different styles of new Chinese and Nordic styles to Tmall. Xu Ganhua, vice president of Kohler China business, told the twenty-first Century economic news reporter that the number of visitors on the online template made by AR technology has increased to 400 thousand. "From the current statistics, the flagship store has doubled its sales. Whether the number of pre-sale goods or the number of buyers has doubled. "

Can AR experience stimulate consumption?

Gartner, a market research firm, said that by 2020, the number of AR shopping online and offline would exceed 100 million. The IDC report also predicts that by 2022, AR will bring about an increase of US $122 billion for the e-commerce market. E-commerce will also become the first field of AR technology.

E-commerce platforms such as Amazon, Ali, Jingdong and WAL-MART are seeking to integrate visualization technologies such as 3D, VR and AR to display more products in smaller space, thereby reducing the need for flat space. Especially in the trend of "contactless" sales, the use of this model is improving.

Judging from the data, the judgement of the organization is becoming a reality. Snap, a US social networking app, recently announced that Snapchat has more than 170 million AR live users. In addition, Snap also revealed that the current third party Snapchat filter has exceeded 1 million, which was 100 thousand only two years ago.

In China, the most widely used area is consumption. Among them, there are many housing companies and car companies who rely heavily on sales under the physical line. 58 the previous reports released by the same city and Anju showed that in January, the nationwide user search for housing had undergone a great change. The demand for online viewing of the VR as the carrier was greatly increased. Under the pressure of online sales, many auto manufacturers transferred the exhibition hall to online and launched VR car service.

"The experience brought by AR technology has further stimulated consumption intention, and from a commercial perspective, we have seen a substantial increase in conversion rate. 3D technology has also brought large-scale immersive experience in home furnishing and home appliances, and 458 global brands are using our immersive experience tools. Yang Guang further pointed out.

Now, due to the outbreak of the new crown pneumonia outbreak, many offline retailers around the world have been suspended. Perhaps this can also become an opportunity for AR to break out, and visual shopping will become a trend in the future. According to the data released by the foresight Industry Research Institute, the market size of China's VR/AR industry reached 39 billion 840 million yuan in 2019, and the market scale reached 55 billion 630 million yuan in 2020, up 40% from the same period last year. Furniture, electronics, sports equipment, office equipment, soft clothing and other industries can take this opportunity to warm up.

Where is the evolutionary space for future immersion experience? Yang Guang believes that there are many scenarios for future use. "The commodities we see today can be carried by means of information flow. Future users can freely combine their scenes through such technology applications. At the same time, customer service personnel will also evolve from solving problems to users, to users' needs, and provide users with a solution through the application of 3D technology. I think a lot of scenarios will be applied on a large scale.

However, the application of AR at the present stage is still at an early stage, and it still takes time to popularize new shopping patterns and consumption habits.

In addition, businesses and platforms that provide AR or VR shopping services have not yet formed standards for quality and service. Compared with traditional shopping forms, this stage is still a supplementary means.

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