Shulou(Shulou.com)11/24 Report--

In a circle of friends after Singles Day, Uncle Ni said: the market calls for confidence and the market calls for hope.

This year's double 11, confidence and hope have returned, and all the major brands have posted the double 11 war report.

The war report is proof that we have returned to a growth cycle, and the drum and cry for it is precisely to consolidate the trajectory of the good life of each of us.

This time double 11 is awesome, and consumer confidence has returned.

This year's Singles Day holiday is really lively. Uncle Ni has seen all kinds of cat night, which is exciting even for friends who like to be alone, because it means that consumer confidence has returned.

Consumers and brands have objectively reached a consensus that we have never been so "dry and rainy". Every track related to public consumer life is looking forward to having pillars to bring confidence and hope, especially in the technological innovation industry.

One of the events that best reflect confidence in the technology industry on Singles Day this year may not be bypassed by Rokid.

On November 9, founder Zhu Mingming announced on moments that Rokid AR had received a single order for 20, 000 units, setting a new record for a single order for AR.

People in the circle revealed that the order of 20,000 units is a C-end order, which is even more exciting. The implication of this is that

The battlefield of Rokid has developed from pure e-commerce to both online and offline.

From the perspective of product iteration and channel layout, Rokid has made a solid progress, which is a bit surprising-- unlike the "small and beautiful" technology concept company, it probably confirms from the side that the technology company Rokid is not only a "technical man", but also understands users and the market.

Online and offline, Rokid has rapidly developed a wealth of channel partners. We can see a lot of Rokid channel partner stores selling in JD.com and Tmall, indicating that it has also opened a lot of offline channels and established a solid network format channel layout. Friends in the market will understand: this is a solid channel war.

Through this sales channel, to ensure that its C-end main product Rokid Max suite can occupy the market opportunity. It's a pragmatic strategy.

However, pragmatism does not mean simply "imitating" or "copying" traditional retail strategies. In fact, Rokid is open-minded in the market behavior of the AR industry and has the courage to embrace all kinds of new retail strategies. The core goal is to deeply connect smart products with more consumers, and for AR products, "connection" is more important than sales.

For example, in the s2b2c section, we can often see friends visiting museums in our moments, while children, museum creators, tourists and so on, often wear Rokid AR glasses. This is already a common usage scenario.

Behind it is the low-cost and efficient rental model established by Rokid to enter hundreds of millions of families. At present, more than one hundred museums and scenic spots across the country have established this kind of cooperative rental service relationship with Rokid. With the passage of time, the model is becoming more and more mature, which will be copied from museums to scenic spots, neighborhoods and other public life and consumption scenes.

Further, the ambition of Rokid does not stop there. What is the essence of developing an all-round city-level AR experience through large-screen digitization, AR expression of civilization and culture, and so on? In fact, it is the future of space-in the future, the interconnection of space of everything will be further formed between people and the physical world through AR.

This is the grand plan of the AR industry to change the world-spatial computing.

Rokid Route selection of Spatial Calculator

The last time Uncle Ni talked about Rokid was in August this year; the last time he talked about PICO was in December last year.

One is AR, the other is VR, both are XR. The difference in the timeline of the two stories also seemed to reveal a subtle distinction in the route, until the news of PICO's layoffs on November 7 finally reflected the essence behind it: the eyes and glasses are destined to be the window, and the world outside the window is the ultimate goal; AR's technical features and route choice are clearly more in line with this essence-whoever is closer to the goal will be chosen by the market.

On November 9, in addition to the good news of Rokid's 20,000 orders, there was other good news belonging to the AR industry. AI startup Humane launched the "AI pin", which is similar to the new smart AR glasses product Rokid Max Pro released by Rokid in August this year:

Lightweight, portable, spatial computing, and the old "hypothesis"-replacing the previous generation of smart devices such as computers and mobile phones.

It has to make people feel that when PICO has in fact withdrawn from this "hypothesis", the AR+AI "space calculators" represented by Rokid continue to go deep into the window paper without hesitation.

The real usage scenario of the Rokid AR Studio suite of Rokid space computing products

I like the term "spatial computing" very much, which is more accurate than "XR" to the "spatial confusion" of consumers.

In the era of spatial computing, spatial information is full of physical world, and "visualization" and "interaction" are the main problems to be solved in spatial computing. Just as Zhu Mingming positioned Rokid: "Rokid is essentially a system software company hidden in exquisite hardware products."

Apple Vision Pro products

The experiencer sees the real picture, not the real world.

In June this year, Apple released Vision Pro, a representative product of Spatial Computing, whose spatial computing solution uses computer vision and image processing algorithms to combine virtual elements with real fields. Therefore, the experiencer sees the real picture rather than the real world through Vision Pro.

Then in August, Rokid unveiled a new generation of spatial computing suites, extremely lightweight glasses, and mainframes that take on computing power. This pair of glasses has only one camera and weighs only 76g. It weighs only 1g more than the latest generation of consumer AR glasses Rokid Max released by Rokid in March this year.

Rokid has thus become the first domestic AR manufacturer to enter the office space computing.

From this perspective, Rokid chose a route closer to market demand from the very beginning. In short, it is easier for most people to understand. This is not only a kind of luck, but also a kind of fate. When the XR industry entered a new turning point after a decade, the market finally made a choice.

In the route choice of "spatial computing", Rokid superimposes the computer-generated virtual image on the user's real field of vision through transparent lenses. So it allows you to see the real world is real, that is, on the basis of the real world for virtual enhancement, through camera positioning and chip computing, AI technology optimization, so that the experience of the vivid interaction between virtual objects and reality.

Obviously, this route still follows the AR "augmented reality" unchanged, and it is also the biggest difference from Apple's "augmented picture" route, the key word is "real". In addition to Rokid, Microsoft has chosen the same technical route in the field of space computing.

These facts seem to prove that the choice of spatial computing route of Rokid is closer to the real needs of consumers.

See clearly the "bright line" of XR industry, firmly optimistic about the future of scientific and technological life.

As the spatial calculators represented by Rokid have walked out of an upward curve, the next direction of the XR industry has been determined.

AR+AI has become the bright line of the next generation of smart devices both in theory and in fact, and there is no need to argue.

In 2023, Kuaishou, Tencent, and other powerful science and technology companies have repositioned their VR, meta-universe and other businesses.

On the surface, supply and demand determine the result, but in essence, it is still in the "imagination space" oriented by "innovation". As Elon Musk said: "Innovation is the biggest threshold for an enterprise, not supply and demand. All the old-fashioned things you have today will become your shackles in the future."

Although many big companies have invested huge resources in VR, if there is a mistake in the direction, turning in time is the best strategy. Obviously, in a short time, VR has not been proved to be able to achieve the desired results. From the perspective of users, VR-related products generally did not break out a major breakthrough in recent years, while users' demand for "virtual-reality integration" is increasing day by day under the dual empowerment of AR+AI.

At the jungle conference in August, Zhu Mingming foresaw this result: "the AR of VST, the AR of our OST, and the traditional understanding of AR are all halfway, depending on who arrives first." in fact, these two groups of people, no matter how fierce the outside fight, are all in order to achieve an effect-the integration of virtual and real. "

At present, the result of the integration of virtual and real is the ultimate goal of "AR+AI", and the route chosen by Rokid is the shortest path to the goal.

The direction is set, and the only thing left is to solve the problems that need to be solved one by one on the way to the goal, and to set up new ecological positions one after another.

Rokid's strategic plan is to gradually open the system, enabling more hardware products, from the underlying system to development tools, algorithm capabilities, content ecology to provide all-round support. When the time is ripe, a large-scale explosion singularity will occur naturally, and all imaginations about "spatial computing" will become a reality in an instant-a singularity that certainly does not emerge out of thin air, but depends on the charge of space calculators day and night.

Rokid is obviously the luckier and happier one than having no choice but to quit after a misdirection, and it is more important than anything else to be sure that he is on the right path.

The only factor to pay attention to is: how long will it take for Rokid to thoroughly pierce the last layer of window paper between virtual and reality?

Now that day is just around the corner.

Finally, Uncle Ni summed up: the news of Pico layoffs is only a tactical adjustment in the midfield of the entire XR industry. AR, on the other hand, has touched a more realistic path because of Apple's vision pro. Almost at the same time, Rokid happened to coincide. As the first domestic AR company to enter the field of spatial computing, Rokid also released new products of spatial computing with the same ideas and functions.

At this point, spatial computing has in fact become a clear line in the XR industry that does not need to be controversial. Recently, it has also been reported that Tencent will act as an agent for Meta products.

No matter AR or VR, Uncle Ni believes that we all have the same goal, or the phrase "the integration of reality and reality". I am firmly optimistic about this track.

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