Application of AR technology in shopping - Dr. Liu Weixing


AR, namely, augmented reality, it is a kind of virtual information are fused together with the real world of technology, widely used in the multimedia, three-dimensional modeling, real-time tracking and registration, intelligent interaction, sensing a variety of technical means, such as computer-generated text, images, 3 d simulation model, music, video and other virtual information, applied to the real world, two kinds of information complement each other In order to "enhance" the real world.

What can AR do? Using AR to combine virtual and reality, digital and virtual objects are added to the real environment through AR equipment to display navigation, demonstration, display, etc. With the real-time interaction ability of AR, real-time and dynamic interactive operation can be carried out between AR equipment and the enhanced realistic environment. AR has the ability of three-dimensional registration, which corresponds computer-generated virtual objects to the real environment one by one, and always maintains the correct positioning and alignment. In recent years, augmented reality (AR) has become a research hotspot in many famous universities and research institutions at home and abroad. Since 2021, the application fields of augmented reality (AR) technology have become increasingly rich. Non-contact AR temperature measurement, AR vehicle control system, etc., effectively avoid the flow of people, traffic "together", reduce the risk of cross infection; The acceleration of 5G commercial arrival has opened a new upsurge of AR industry development. The Ministry of Industry and Information Technology has proposed to promote 5G+AR, live events, games and entertainment, virtual shopping and other applications to promote new information consumption.

As 5G continues to evolve and roll out, and AR technology is applied, the nature of the shopping experience has changed, as users can now choose to preview furniture at home or virtually try out glasses and cosmetics. Based on AI face recognition +AR enhanced reality technology, it brings more entertaining, more visual and more convenient shopping experience to consumers. Products that used to need consumers to try out on the spot, such as lipstick and glasses, can now be simulated with mobile phones, which can quickly help consumers find the right style. In the AR try-on scenario, although it is impossible to touch the product, users can view the details of the product comprehensively in the virtual scene and provide intuitive shopping reference. The display of 3D models of products and personal try-on experience can not only reduce the return rate and rejection rate, but also help to deepen customers' trust in the brand in the long run and improve the efficiency acquisition rate and repurchase rate. The new shopping mode can also arouse consumers' curiosity, attract users to enter the website to experience, stimulate customers' desire to share, trigger second discussion, and open up the purchase link. Google uses AR to move the shopping experience of brick-and-mortar stores online, allowing users to "try out" products before buying them. The AR shopping function is mainly launched under the categories of makeup and clothing. For example, a user can use screenshots or a phone's camera to shop on Google's platform and find a dress or sneaker he likes, among other things. Google is committed to creating an open retail ecosystem where all merchants can compete on a level playing field. Subsequently, Snap also made initial progress in AR ecology layout, and will further strengthen the layout of segmented fields in the future. Snap focuses on the combination of segments and AR functions by focusing on AR filters that can support online shopping. Affected by the epidemic, the AR try-on function was also well received, realizing that users can open the filter at any time and check the upper body effect of clothing products by "one-click wearing". There's also a "find the same style" feature for scanning and voice recognition to free your hands so you can try on clothes in the right size whenever you want.

If VR (virtual reality) is the finishing touch in the entertainment industry, THEN AR (augmented reality) is the driver of innovation in e-commerce. Under the situation of technological innovation, major e-commerce apps have launched AR user experience plug-ins, such as TAOBAO AR makeup, AR shoes, etc. The application of AR technology not only improves users' shopping experience, but also attracts more potential customers for the platform. In the Internet era, people are more and more enthusiastic about online shopping. Shopping software such as Taobao, JINGdong, Pinduoduo and Dewu have become people's choice of shopping channels. For consumers, the greatest value of this approach is that it is quick and comprehensive; For e-commerce enterprises, the most advantageous point of this approach is to expand the consumer group. Of course, any industry has both advantages and disadvantages. Since consumers cannot see the goods when shopping online, they will naturally be dissatisfied or return goods when they get them, which reduces the user experience and also causes corresponding losses for merchants. Obviously, the traditional way of commodity display is not enough to meet the needs of the e-commerce market. AR technology, as a new technology, has been integrated into the way of commodity display and injected new vitality into the industry. The traditional commodity display is presented in front of consumers by means of pictures and videos, which is very flat. With the help of AR technology to display goods, all the information of goods can be displayed in front of consumers, so that they can view the product information 360° without dead Angle, including but not limited to appearance, material and internal structure.

With the gradual maturity of 5G ecology, the integration of augmented reality technology and industrial applications is entering a burst period, promoting the prosperity of 5G+AR ecological content. VR/AR industry speed up obviously, ushered in a new inflection point. Since 2021, the shipment volume of VR/AR terminal equipment has accelerated significantly. According to the latest data from the China Academy of Information and Communications, the global virtual reality industry is close to 100 billion yuan, and the compound annual growth rate from 2017 to 2022 is expected to exceed 70%. AR has penetrated into consumers' daily life from advertising, marketing, entertainment, social interaction and other aspects. This new media will help further strengthen the relationship between brands and customers, and improve the experience of products and services. Tech companies have gone their own way and scored periodic victories. In the future, AR ecology will be more perfect, and AR terminal products will gradually mature.