Reasonable use of new technologies such as AR combined with display marketing can achieve twice the result with half the effort

The arrival of AR and VR technology means that we will be distinguished from advertising and marketing history. In 1704, the first advertisement appeared, and since then marketers have not surpassed the boundaries of the media, they spread information within the framework. Magazines, TV, internet, and mobile experiences are all within the frame size. AR and VR break the boundaries, consumers choose the environment, and interaction with the brand is part of the environment: as long as it is used correctly, there will be endless opportunities. As a corporate CEO, how can we seize the opportunity to build a brand with new technology?

Today, ARinChina invited Mr. Liu Jun, the founder of Boao Software Technology, to share his views with you.

Reasonable use of new technologies such as AR combined with display marketing can achieve twice the result with half the effort

Note: The respondent promised that the data in the text is correct and responsible for the authenticity of the content. ARC makes an objective record and has backed up the original record.

ARC: The market prospect of AR marketing is not only as simple as subverting the traditional H5, but also doing AR marketing. What are your core services and what are the pain points?

Liu Jun: “Yuzhan” is our product name, mainly for the display and marketing of products for industrial users of industrial or manufacturing industries. It is different from the commercial AR marketing of most companies at present. We mainly from customer needs. Starting, it solves the problem that enterprise product display is difficult, selection is difficult, purchase is difficult, maintenance is difficult, and tracking service is difficult. AR is only a technical means in the entire service chain. Compared with other technical means, AR has the advantage of real superposition. Some of the presentations and interactions are even better.

Reasonable use of new technologies such as AR combined with display marketing can achieve twice the result with half the effort

ARC: The increasingly mature AR marketing may become a significant marketing tool in the history of marketing. What do you think will result from AR marketing?

Liu Jun: I think that solving the actual problem is the most important. AR is a technology. The technology itself is used to solve the problem. The combination of AR and marketing has its inevitable foundation. After all, AR is visual technology, and marketing is also In order to attract customers' attention, AR marketing is a trend, but we also need to know whether marketing can be successful mainly depends on whether it can impress customers. The visual experience can only be said to better assist the marketing process, but it is not marketing success. The core of it. For example, many real estate developers now use AR/VR to assist in real estate marketing. The real impressing consumers must not be these display methods, but the price, floor plan, geographical location, and peripheral support, but the new display method can better reflect These value points. Reasonable use of new technologies such as AR combined with display marketing can have a multiplier effect.

ARC: Can the visual effects of AR marketing create a strong scene? Is there a hard limit on hardware devices and content performance?

Liu Jun: The pursuit of visual effects is only part of marketing. For the time being, most of AR's display is still on the mobile tablet. It is very affected by content performance and visual impact, and the convenience of use is not enough. Therefore, the hardware is still AR. A bottleneck, but I believe that the hardware update will solve this problem soon; the second problem is content production, because AR is superimposed on the 3D environment, so it involves a lot of model animations, special effects, etc., plus these are currently in the industry. There is no uniform standard, so the production cycle and cost are high, and the high content threshold is not conducive to the promotion of AR technology. In addition, most of the current applications of AR rely on APP. Even the use of Alipay and QQ, which are commonly used apps, will still greatly reduce the user experience. Therefore, it is still a little difficult for AR to take up the marketing responsibility at this stage. Use together, such as H5, GPS, zigbee, Bluetooth, etc., with good planning, there will be unexpected results in the marketing process.

ARC: Today, AR+ marketing has become the standard for industry giants. Domestic Tencent QQ, Suning Tesco, car home, foreign IKEA, Ford and other well-known brands have already landed AR+ marketing, then AR marketing, what are your competition barriers?

Liu Jun: When it comes to competition barriers, we think it may be more industry experience in the manufacturing industry. The speed of AR technology update is very fast, and the big coffee is basically in the technology. Barriers, so we have more in-depth integration of AR and industry characteristics to form a targeted solution, eat the segmentation market, with industry depth as a barrier. With regard to profitability, we mainly provide customized services and cloud services to provide customized services for large-scale enterprises or enterprises with confidential requirements, and more enterprise users can use cloud services. We believe that with the gradual maturity and promotion of virtual simulation and AR/VR technology, and the increasing acceptance of enterprises, this market will also become larger and larger.

Our products are mainly for the B-end, and our customers use a large part of their customer base when they use our products are also B-end users, and these systems are more TO C, and TO C marketing and TO B's is very different, TO C's marketing process is shorter and faster. Use the customer's fragmented time to complete the marketing. And we are more about product display, through AR with samples, brochures or physical equipment, to show product features and product performance, compared to the traditional display, our display is more intuitive.

Reasonable use of new technologies such as AR combined with display marketing can achieve twice the result with half the effort

ARC: Which of the many AR interactive marketing solutions you provide has better user feedback? What are the characteristics of them?

Liu Jun: At present, our users are mainly concentrated in the industrial manufacturing industry. The industry has several characteristics. First, there are physical products. Secondly, the products are relatively bulky and heavy, and the secondary product structure is complicated. It is with these characteristics that the problem of product display is difficult. At present, we offer three product display forms: 1. Traditional 3D display, 360° display of exhibits through IPAD or touch screen, hot spots will be displayed on the model, and supporting materials such as graphic and video will be displayed in conjunction with hotspots. 2, VR form, using VR form to allow customers to enter the virtual exhibition hall, more intimate contact with the product, can carry out multi-angle and all-round experience of the product, regardless of appearance, internal structure and running process can be interactive experience like real samples. 3. In the form of AR, the AR form is displayed on the physical device by scanning the sample and presenting the product's three-dimensional structure and displaying the product characteristics. Interactive hotspots showcase product features. Each form of presentation will be used in different situations, such as daily sales using AR samples, and outreach exhibitions using more VR and touch forms.

Reasonable use of new technologies such as AR combined with display marketing can achieve twice the result with half the effort

ARC: If you rate your product by 10 points, at this stage, you will rate the product by 6 points. Where is the other four points difference?

Liu Jun: “Yuzhan” is a new product developed by us in 2017. 6 points is also a passing point. It can be entered into the market. There are still many imperfections. For example, the product function is not enough. Mainly the display and sales modules, the subsequent module development is still in progress.

At present, there are still few industry cases in which our products are accumulated. It is also necessary to draw industry experience from more partners to form a flexible and complete product system. Third, the application of technology is still relatively shallow. At present, AR is mainly used in the exhibition, and we will practice in deeper fields such as training and maintenance. I believe that with the acceptance of the market and the iterative upgrade of our products, we are confident to provide you with a high-value product.

Reasonable use of new technologies such as AR combined with display marketing can achieve twice the result with half the effort

ARC: As far as marketing is concerned, the product sample is just needed. What do you think of this statement?

Liu Jun: For manufacturing companies, the sample has an irreplaceable role in the product description process, but the traditional samples are often in the form of graphic paper, even if there is electronic, the same PDF version as the paper version. Or the picture version, the content displayed is too flat, the content is complex, the logical relationship is vague, it is difficult to display the product in all directions on a flat basis; secondly, many products produced by enterprises now have standard parts. Auxiliary accessories, product selection is also very important for customers, traditional samples can not be selected, we can achieve real-time selection, real-time nuclear price, which makes the sales process more simplified. We are equivalent to upgrading on the basis of the traditional sample with the help of new technology. The preservation of the sample is just a need, we are on the basis of the upgrade on the basis of the need, so the market volume is guaranteed.

ARC: Finally, through the "Dongfeng" such as China Manufacturing 2025 and Industry 4.0, are you likely to expand into other fields in the future development? What is the external cause that really drives you to start a business? What do you think about the future development of AR marketing?

Liu Jun: We just saw the opportunity of China Manufacturing 2025 and Industry 4.0. After careful selection, we decided to form our own products in this field. In general, we are a technology-based company. In the past, it was mainly based on projects. However, the uncertainty of the project, whether it is from the market or the production, is often high investment and low return. Therefore, we have also considered products in the past few years. Many AR products on the market are often faced with C-end users. We know that C-end users are difficult to get. A wide range of user experience and high-speed iteration of products are necessary.

Compared with coastal cities in Xi'an, the C-end market is not dominant. From the perspective of enterprises, no matter whether it is talent, technology or capital, we are not good at all. In all cases, we turn to B. In the B-end market, Xi'an has its own unique advantages. There are many large-scale equipment manufacturing enterprises in Xi'an, and there are various research institutes. The industrial categories are very comprehensive, so we feel that we have sufficient experimental environment, which is conducive to cultivation. Outstanding products. We are currently focusing on the industrial sector. With the maturity of all aspects in the future, we will choose to expand into other areas depending on the specific situation.

As far as entrepreneurship is concerned, I feel that it is nothing more than a combination of bread and feelings. Do what you think is right, and stick to him is entrepreneurship. Entrepreneurship does not matter whether you win or lose. It doesn't matter if you succeed. The only people who know the experience know, I believe that I am big. Like some entrepreneurs, it is more to enjoy this process. If you complete a goal, you will have the next goal.

As a new marketing method, AR marketing has a considerable space for future development. Effective integration with other technologies will result in the formation of 1+1”2. AR must not treat and exist in isolation, as a technology to make It has to be carried forward, and it must be combined with concrete reality. In the market, only the technology to solve problems is a good technology. Therefore, the promotion and application of AR has a long way to go. Only when we try and explore constantly can we let this technology play out. He should have a role.

Reasonable use of new technologies such as AR combined with display marketing can achieve twice the result with half the effort

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