2016 is the first year of VR/AR. When the heat comes, it is like a volcanic eruption. After the tide retreats, it is the time when the naked swimmers are in the world.
It is also from the end of last year that the industry entered a cold winter, large companies laid off employees, and small companies closed down. But at that time, there was a company, Central Creative Culture (Shanghai) Co., Ltd., which is a creative technology children's brand company. Xiao Xiongo completed the B round of 250 million yuan financing and became the largest financing for domestic AR/VR startups.
Introduction to Little Bear
The Little Bear brand was founded in 2012 and focuses on the development and sales of interactive smart products for children aged 2-10. Through the use of high-tech augmented reality (AR), we create a new educational and entertaining educational toy that brings new learning and interactive experiences to children.
Intelligent education application + AR, from concept to landing
In the traditional way of education in the past, knowing small animals is equivalent to watching children's paintings. Learning geography is equivalent to watching a globe or a world map. Learning Chinese characters is equivalent to copying a dictionary, and the interpretation and description of all these things is done by parents. But no matter how good parents say, children can only rely on limited imagination to understand and learn before they actually see the real thing. Fortunately, since 2010, the popularity of smart devices has taken a big step in unlocking the imagination of children.
In 2012, Liu Gang, who was the technical director of Unity China and became the CTO of the company in the future, showed Xiong Jianming several demonstrations using AR, which made him shine: this technology and education are combined, not just themselves. Is the direction that has been sought?
Xiong Jianming quickly made a decision and established the company's new direction - AR education. Where does the money come from? He decided to pay for himself: "I will invest."
Focus on AR technology and focus on preschool children
1. Launched the dream mirror box in 2013.
The price is 800-1600 yuan, becoming the first domestic manufacturer to make AR products.
Regrettably, after 13 years of product launch, it did not enter the mass production stage in time. After the Spring Festival in 2014, 10 million angel financing was completed. It was not until March that it was officially launched. The 14-year sales amount was only 15 million. As the earliest product to test the water AR, the dream mirror box failed to achieve explosives, which is far from the original 40 million sales target.
The biggest advantage of the Dream Mirror Box is that it can be used to display the image of the object. It makes the child feel like a magical pen, and the plane object is three-dimensional. Once it is launched, it will cause great repercussions in the education industry. It is listed in the National Preschool Kindergarten Equipment Purchase Catalogue of the Ministry of Education. .
2. In 2014, Xiao Xiong’s “Pocket Zoo†was launched.
The product uses AR (Augmented Reality) + 3D real-time rendering technology, children only need to use an app on a smartphone or tablet to match the card with small animals, and use AR technology to "get out". And interact with beautiful little animals on the screen. In 2015, the product sold 1.5 million units in three months and generated more than 100 million in cash.
With the success of the pocket zoo, the influx of capital and followers, under the help of capital, Cubs has launched “Digital Paintingsâ€, “Pocket Trafficâ€, “Magic Stereo Literacy Cards†and “AR Globesâ€. , "AR know Chinese characters" and other products.
3. In August 2015, Xiao Xiong launched a series of “Dragon Paintingsâ€.
After the child paints the picture book, the 2D image of the plane can be turned into a 3D animation through an APP of the smart device. When painted in different colors, the 3D animation will change accordingly.
The series also cooperated with IPs such as "Bear Infested", "Pig Pig Man", "Big Head Son" and launched the corresponding IP AR picture book products. The product currently sells millions of units annually.
4. In August 2016, Cubs launched the world's first “AR globeâ€.
With augmented reality (AR) technology, spherical recognition and tracking technology and 3D rendering technology, the AR globe allows children to see a truly "live" planet.
In the past, there were only dense texts, national boundaries, and latitude and longitude lines on the globe. It was difficult for children to understand the huge amount of information contained in them, and eventually the globe was turned into a desktop or bookcase.
The "AR Earth" of Cubs has a national model, a building model, and an animal model. It allows children to more intuitively understand the buildings of various countries on the planet and the representative animals of each continent. At the same time, the detailed narration and text descriptions allow the child to obtain relevant professional information, form a strong connection with what they see, and truly achieve the purpose of learning.
Stanford actually copied it?
Xiong Jianming suddenly received a foreign website sent by a friend, let him hurry to see.
To the next pull, he understood the reason: It turned out that this is a product on the US crowdfunding website KickStarter. However, from the creativity, shape and settings, the shadow of the bear "Neo" is almost obvious. What made him most unexpected was that this was actually from the hands of a team of Stanford students.
Xiong Jianming’s plagiarism as an “innovator†has become accustomed to nature, but he did not expect Stanford’s location in the center of Silicon Valley to claim that the most innovative schools in the United States have come, and there is no previous anger, but it’s a bit small. .
MAGNEO Photo: Create "Hardware + Content" AR Smart Education Ecology
In the new world of AR, independent innovation alone can not create a more grand dream for children. In this regard, the central number culture will create a “hardware + content†AR intelligent education ecosystem for children through a brand-new brand and a brand-new product “MAGNEOâ€.
The MAGNEO photo, released in October 2016, is the brother brand of Creative Technology's children's brand, Winnie Theo, dedicated to unlocking children's imagination and creativity with AR smart hardware designed for children.
Zhaozhao is an AR-controlled circular touch screen computer designed for children. It has the world's first 92mm diameter circular touch screen. It is said that this design has won many domestic and international awards: Germany iF Award, Italian A' Design Award, 2017 CES Innovation Award, China Successful Design Award, etc.
In addition, the photo can be used with products such as Pocket Zoo and AR Globes. In addition, its pre-installed “Everything Recognition Function†integrates an advanced image recognition system, which includes more than 50 million image libraries, which can correctly detect and identify a large number of specific objects (such as various objects, faces, and text). Wait).
Xiong Jianming said that MAGNEO is positioned in the industry. He hopes that it can become a platform-level product and become the core traffic portal of the “hardware + content†AR intelligent education ecosystem. Therefore, he very much hopes that more people will join the field of content development, whether through breakthrough innovation, IP cooperation or imitation iteration, to accumulate more quality content for AR smart education.
Xiong Jianming revealed, "In the future, the strategic focus of the central number culture will be placed on MAGNEO, to continuously improve the hardware experience and introduce high-quality content, to give children a broader new world of AR, and to help children achieve greater dreams with technology. ."
Cartoon + big movie, realize the linkage of products, content and IP
The bear Neo brand owns the intellectual property rights of the IP of "Little Bear Neo", and has released a total of 52 episodes of the cartoon "Little Bears in the Dream Town". The animations are broadcast on the TV Cool Kids and other platforms such as Youku, Tencent, and iQiyi. The whole network has been broadcasted more than 100 million times. "The English version of Cubs will be landing in more than 200 countries through Amazon.com."
In addition to cartoons, Xiao Xiong also co-produced the movie of the same name jointly with Yidong Media and internationally renowned animation directors. The three-season animated feature film plus a big movie, with a total investment of 100 million yuan, fully reflects the determination and courage of Xiong Jianming to build the bear super.
In March of this year, Cubs also reached an agreement with Disney to become Disney's first AR content licensee, and Cubs will show the authorized Disney content with AR technology.
Xiong Jianming said that Cubs is committed to driving channels through product and content innovation, thereby maximizing IP value, enhancing brand influence, and achieving product, content, and IP linkage.
Figure: Little Bear Neo IP Strategy
At present, the IP strategy of Cubs Neo is only infiltrated into the two major directions of early education products and animated films. In the future, it will be expanded to animation licensing, online games and more peripheral products.
Why is Cubs so successful?
First, the target market selection
1. Basic principles and key elements of market segmentation
Cubs is a leading brand in the field of teaching and learning, and it combines the traditional education market with the game market.
The key to the success of Cubs is to meet the needs of the two groups of people. Currently, they have the AR Early Learning Card Series, the AR Picture Book Series, and the AR Intelligent Hardware Series, covering the animal world, transportation, music world, exploring nature, sports, and bear farms. , bear restaurant...etc. 13 series of learning cards, including pinyin, painting, literacy, English, mathematics, cognition, story, language, Chinese studies, ancient poetry, art, children's songs, left and right brain development, etc. The parents’ educational needs for their children. At the same time, Cubs Neo has turned the static picture on the plane into a 3D stereoscopic "live" thing, and realized the interaction, which greatly satisfied the children's curiosity and playability to new things.
In addition, Cubs Neo is easy to operate, children can use independently, explore the unknown world independently, build their own dream kingdom, parents can also play with children, increase parent-child interaction.
2. Target market size analysis and growth prospects forecast
From the perspective of education, China's early childhood education learning machine industry is in the growth stage, and market sales are on the rise. In 2011, the sales volume of China's early childhood education learning machine industry was 528,000 units, an increase of 11.63% compared with 2010. By the end of 2013, the sales volume of China's early childhood education machine industry was 654,000 units, an increase of 12.18% compared with 2012.
According to the data, China's urban family education consumption accounted for 65.5% of household consumption, and 56.5% of parents ranked their children's education investment as the first. According to the survey, the average cost per child education per family in a big city is 500-800 yuan per month. There are about 30 billion market space in the country.
From the perspective of the AR market, in 2011, global AR revenue was only 181 million US dollars. According to a research report released by the US market research company IDC, the AR market size for the whole year of 2016 was 5.2 billion US dollars. It is expected that by 2024, augmented reality ( AR) The market size is expected to reach $120 billion. Growth rate in 5 years, up to 181.3% per year
3. Competitive landscape analysis and competitor analysis
Strictly speaking, Cubs has opened up a precedent for the teaching industry and is the first brand in the teaching industry. There is no direct competitive relationship. However, from the perspective of the entire early education machine and toy industry, there are some alternative and potential competitors, mainly including Backgammon Early Learning Machine, Little Genius, Qiaohu, and Aofei Animation.
Backgammon early education machines, small genius learning machines and other products mainly help children learn through some hard learning tools, content and form are relatively boring, lack of interaction and fun.
Qiaohu "Lezhi Xiaotiandi" is a family learning product for preschool children published by Japan's Beckson Co., Ltd. and China Welfare Association, including books, readers, parents' books, DVD video materials and teaching aids (toys), etc., according to the age of the child. Features are divided into a month-old version (from 7 months to 24 months), a young version (2-3 years old), a happy version (3-4 years old), a growing version (4-5 years old), a learning version (5- 6 years old), Rainbow Edition (6-7 years old), Starry Edition (7-8 years old). It mainly provides learning content for children from reading materials and video materials. It belongs to one-way transmission, and there is no direct competition relationship with Xiao Xiong.
In 1994, Aofei Animation relied on a four-wheel drive product to hit the world. Now it has become an animation culture communication company with three-dimensional animation production, comic production, animation image design, copyright agency and other cartoon image business as its core business. Content-media-industry has formed an industrial chain group company with interlocking advantages and complementary advantages. In 2015, the operating income was 2.589 billion yuan, a year-on-year increase of 6.56%, mainly from the income of animation, film and television, toy sales and games.
Second, consumer behavior analysis
1. Target customer's purchase demand analysis
The target consumer group of Cubs is different from the single target group of general products. Cubs is a dual-crowd positioning. On the one hand, it must meet the needs of parents for products, such as enlightenment, learning, education, etc., and also meet 2-7. The need for fun and curiosity among preschool children. If the demand of any party cannot be satisfied, it will greatly affect the decision of the consumer. If the product has good playability, the child likes it, but the parents think that this is a toy, there is no educational significance, the parents are cautious to buy or not to buy; if the parents think this The products are very good, can help children improve their cognition and can educate their children. Parents like it very much, but often parents ask their children if they like similar products. If children don’t like it, they will not use it when they buy it. So the same Cause parents to buy carefully or not.
2. Why other products fail to meet the needs of consumers
At present, the early childhood education market is highly homogenized. Traditional early education products focus on educational content and tend to be used by parents, such as early education machines, dot reading machines, etc., or focus on game content, and tend to children's needs, such as toy products. . On the one hand, it is influenced by traditional thinking and interests, and is unwilling to change the current pattern. On the other hand, these traditional early education products and enterprises are not strong enough in research and development of new technologies.
With the latest AR technology, Cubs will transform the flat picture into a three-dimensional animation, and realize interaction. At the same time, it integrates with many educational factors to enable children to realize the increase of knowledge and intellectual development in play.
3. Target customer's consumption process and consumer psychology analysis
Consumption process: parents generate preschool education needs à network search or friend introduction à compare product and their own needs match degree à network (Internet + mobile Internet) purchase or offline purchase à delivery home or direct delivery.
Consumer psychology analysis:
The 80s and 90s of the new generation of young parents are deeply aware of the "essence" of traditional preschool education products and have high requirements for product functions. Therefore, the pursuit of new products for children is positive and optimistic, and they are willing to explore and try new New products with technology and new concepts. Price and functional value are still key factors in consumer purchasing decisions, but functional value is often the dominant factor in purchasing decisions, not price-oriented.
At the same time, the new generation of parents are more willing to listen to the opinions of the children, will consider whether the child likes the product, rather than unilateral purchase.
Third, business product positioning
1. The position of Little Bear in the target market
Cubs Neo is positioning itself as a creative technology children's brand. Based on AR technology, it constantly develops products with deep and connotation. It uses products as a stepping stone to create Disney in the mobile Internet era, and it is intensive, but it is differentiated from Disney. . The starting point for Cubs Neo is education, and Disney’s starting point is entertainment. Cubs is equipped with early childhood education, promoting educational and entertaining, developing children's judgment, logical analysis ability, spatial cognitive enlightenment and memory enhancement ability, coordination ability, creativity, emotional intelligence training, world view training, leadership development Wait, this stereoscopic teaching mode can give children the wings to imagine and let them get the information they want in their own way.
2. Four reasons why the target customer is not allowed to buy the product.
1 Education and fun: It can truly reflect the educational philosophy of playing middle school.
2 Low-price, high-tech, high-value early education products: Convert high-tech technology into high-value products, and finally sell to target groups at low prices. It is a high-tech, high-value early education product that can be afforded by the public.
3 Authoritative recognition: Not only has the Ministry of Education included the “Recommended Catalogue for Kindergarten Education Equipment Purchaseâ€, but also won various honors, including the “Oscar†China Pregnancy and Baby Industry Award, “Best Enlightenment Productâ€. "The award, won the "Red Star Award" for the Chinese product design "Oscar" China Innovation Design, won the German iF2015 Design Award and Italy A'DesignAward2015 and other design awards.
4 Consumer word of mouth: used consumers say good.
3. Product, content, and IP link to build the core competitiveness of Cubs
The difference between the bear and the other products is that they have adopted the cartoon + big movie to realize the linkage of products, content and IP. While constantly enriching products and expanding marketing channels, Cubs is also working to build a global IP strategy.
About the central number culture
Established in 2009, the Central Digital Culture focuses on the field of children's intelligent education and is committed to using technology to create dreams for children. The company's children's brand, Xiao Xiong, who uses AR technology to meet the needs of children's multi-sensory interactive experience, and the augmented reality-specific intelligent hardware MAGNEO photo brand.
In 2014, the central number culture won the investment of Liuhe Venture Capital Angel Wheel. In August 2015, it won a 120-yuan A-round investment, including investors who continue to be optimistic about Liuhe Venture Capital and Jiyuan Capital, Qualcomm, and Zhongxing Chuanghe. In October 2016, the company announced the completion of the 230 million yuan B round of financing, led by Shangyu Capital, Jiyuan Capital, Qualcomm, Huaxi Group and other investments. After two rounds of financing, the company became the highest-funded enterprise in the domestic AR sector, reaching RMB 350 million.
Foundation Makeup Brush,Liquid Foundation Brush,Foundation Brushes,Powder Foundation Brush,Bamboo Foundation Brush
Shenzhen Nanfang Shishang Cosmetic Utensil Co., Ltd. , https://www.sznfssmakeupbrush.com