According to HTC's financial report, HTC has sustained losses for 9 quarters, and the loss in the second quarter was as high as 429 million.
HTC transfer to VR
It is not difficult to find that the period of this loss coincides with the time when HTC's business focus tends to VR. In recent years, the global mobile phone business has slowed down. In the face of a downturn in the mobile phone market, HTC has chosen to focus on the VR market. It has taken the lead in technology and time and has become a giant in the global VR industry.
Although technology revitalization is currently a heart disease for all VR companies, the investment of HTC undoubtedly allows VIVE to gain a good market profitability. According to the 2016 VR market research report released by Unity, a market data analysis organization, HTC VIVE sales volume was 420,000 units. Based on the price of HTC VIVE 799 US dollars, HTC VIVE's total revenue in 2016 was 336 million U.S. dollars. Compared with HTC's revenue in 2016, it is equivalent to approximately 13% of HTC's annual revenue.
Insufficient VR sales
However, judging from the VR global sales in 2016, the annual sales volume of Google Cardboard is approximately 84.4 million units, Samsung Gear VR is approximately 2.316 million units, Sony PSVR is approximately 745,000 units, and HTC VIVE is approximately 420,000 units. The Oculus Rift is about 355,000 units and Google Daydream View is about 260,000 units. VIVE's sales are not high and there are no bright spots.
At the same time, this year's sales figures did not increase, according to SuperData released in 2017 Q1 global VR hardware sales ranking, HTC VIVE although ranked fourth (PS VR second, sales of 375,000 units; Google Daydream third, sales of 170,000 units ) However, the sales volume of 95,000 units is still quite different from the sales volume of its counterparts Samsung's 785,000 units.
Sales figures for the first quarter did not reach one-fourth of last year's VR revenue. Although the sales figures for the second quarter were not announced, they failed to recover the loss. At the same time, some analysts predict that sales in July will continue. In the downturn, the loss will continue to rise when HTC announces its third-quarter earnings next time.
Rivalry
High-volume players ranked in the front row of HTC, whether it is the profitability of non-VR products or the positioning consumption of VR is better than HTC: Samsung's core competitiveness is Samsung's mobile phones, sales have exceeded Apple's; Sony's core competitiveness is the game and black Technology, but PS VR as a game device is just a subdivided section in the vertical field of Sony games; Google's self-reputation, its core competitiveness is still in the Internet field, in addition to the field of VR and AR, Google Labs more research in the AI ​​field It is a global leader.
Although it took the lead in the market, HTC’s operational capabilities and brand circulation have been suppressed. There are other pure VR vendors that have the same market difficulties as HTC, such as the Oculus Rift listed on the HTC (64,000 units sold). However, considering that HTC and Oculus mainly target high-end players and play high-end prices, this may also be one of the reasons for the lack of sales stamina. In addition, Oculus's resource backstage is Facebook, Oculus as long as it retains its own potential, there will naturally be an endless supply of ready-made market, coupled with the recent resurrection of AltSpace, Oculus to enter the main VR social is more smooth. In contrast, it is not an exaggeration to say that HTC is weak.
Homogeneous commodities in the market are gradually flooding. Apart from several giants, several midstream and downstream manufacturers whose reputation has not yet been spurned are also eroding this newly developed market. The HTC is going to start again and the pressure is not small.
Turn to content
Ms. Wang Xuehong, CEO of HTC, once expressed to the media that “we are ready to face the breakthrough of the entire technology and how to serve developers. Now that we are in the early stages of VR, we hope to make it through HTC’s virtual reality helmet VIVE. VR platform, the creation of standards." With the fierce competition in the VR market is increasingly fierce, HTC still needs a lot of investment in the VR industry to do technology research and development, content production and more strategic layout, it is possible to seize the greater market share .
In addition to developing VR devices and new technologies, HTC has begun to turn to content. On the one hand, the game market was laid out, more high-quality VR games were launched on the VIVE platform, and activities such as buying games for VR equipment were also introduced to attract players; on the other hand, HTC invested US$100 million to launch the VIVE X accelerator program and provided VR startup teams with Guidance, work space and funding to attract global VR startup teams to provide quality content for HTC VIVE.
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