Since giving up some of its mobile phone business, HTC has devoted most of its energy to the VR field. HTC Vive's performance is good in the VR field. At present, the market size of VR and the size of the mobile phone market are far apart. HTC hopes that the VR market is a dangerous game.
In September 2017, HTC packaged its business team that participated in Google Pixel mobile phone to Google, which sold for $1.1 billion. This revenue was invested by HTC in the VR field. This is another big deal after HTC sold the Shanghai mobile phone factory in March 2017.
At a time when the mobile phone business is bleak, VR has become the new direction of HTC and continues to strengthen investment in this field. From the HTC Vive product itself created by HTC, it has strong performance and good experience. It has a good reputation in the market and has gradually developed into the first camp of VR field with the same name as Sony PS VR and Oculus Rift. However, like many movie blockbusters, HTC Vive is also in such awkward situation, sales are not good.
According to a report released by data research institute SuperData, in the third quarter of 2017, Sony PS VR, Oculus Rift and HTC Vive ranked the top three in terms of sales volume, accounting for 86% of the global market. Among them, Sony PS VR ranked first with 490,000 units, Oculus Rift ranked second with 210,000 units, HTC Vive ranked third, and sales volume was 160,000 units.
In the view of industry observer Liang Zhenpeng, although HTC Vive's achievements have reached the first-line level in the VR field, compared with the sales of smart phones, the VR 100,000-level sales volume is only a small market. For example, he said that first-line smartphones are calculated according to quarterly sales of 20 million units, with an average of 1,000 yuan per unit, and sales can reach 20 billion yuan; HTC Vive is calculated at a price of about 5,500 yuan (note, HTC Vive was conducted in August 2017). The price adjustment, the price from the original 6888 yuan price reduction to 5488 yuan), a quarter of sales of only 880 million yuan. Liang Zhenpeng believes that the current market size of VR and the size of the mobile phone market are far apart. HTC hopes that the VR market is a dangerous game.
In the official flagship store of TPC Vive in Tmall, the reporter saw that the monthly turnover was 297. In Jingdong Mall, the reporter saw that the favorable rate of HTC Vive reached 98%, but the total number of evaluations was only 3,000. A person in charge of Suning Tesco Shanghai revealed to reporters that HTC's current sales are too small.
According to industry analysts, HTC currently only introduces PC-side VR devices, which greatly limits its market space. If the mobile terminal market can be developed in the future, perhaps the sales of HTC Vive can undergo considerable changes.
If the VR market cannot be opened as soon as possible and the consumer enthusiasm is not improved, then HTC will suffer a more severe test.
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