XR時(shí)代的到來，可能比預(yù)期還要早。
3月13日，據(jù)外媒報(bào)道，雖然蘋果公司的設(shè)計(jì)團(tuán)隊(duì)覺得更為成熟的AR頭顯還需要推遲幾年，但CEO蒂姆·庫(kù)克與運(yùn)營(yíng)總監(jiān)杰夫·威廉姆斯堅(jiān)持在今年發(fā)布。
其實(shí)以iPhone、AirPods、Watch切入賽道的時(shí)間點(diǎn)分析，蘋果公司從來沒想過做行業(yè)首發(fā)的創(chuàng)新者，而是市場(chǎng)紅利收割者。因此，從庫(kù)克強(qiáng)硬且著急的態(tài)度可以看出，XR金礦已經(jīng)顯現(xiàn)。
“10年內(nèi)會(huì)有超10億人戴上AR眼鏡。” Nreal創(chuàng)始人兼CEO徐馳認(rèn)為，AR/VR 是一個(gè)復(fù)雜的交叉學(xué)科，跟空間感知、云計(jì)算渲染、顯示等技術(shù)的突破，以及規(guī)模量產(chǎn)能力落地密切相關(guān)。
產(chǎn)業(yè)鏈一片沸騰。不過據(jù)潮電智庫(kù)了解，目前XR生產(chǎn)制造行業(yè)普遍存在自動(dòng)化產(chǎn)線布局組建方面的困擾，急需裝備制造商助力。
康泰達(dá)智能科技研發(fā)副總經(jīng)理趙永崗說，“現(xiàn)在XR行業(yè)呈現(xiàn)百花齊放的特點(diǎn)，并沒有標(biāo)準(zhǔn)化的產(chǎn)品形態(tài)，這對(duì)于裝備制造業(yè)來說是新機(jī)遇也是新挑戰(zhàn)。”
據(jù)悉，作為XR智能設(shè)備代表廠商，康泰達(dá)已經(jīng)與歌爾、舜宇、耐德佳等數(shù)家頭部企業(yè)建立長(zhǎng)期深度合作關(guān)系，用于XR生產(chǎn)的AA設(shè)備市占率超過30%。
01XR量產(chǎn)難題
手機(jī)是過去15年最成功的智能終端，但人類體驗(yàn)仍受限于二維空間和屏幕大小，被視為打開元宇宙大門鑰匙的XR代表著未來，近兩年吸引各路企業(yè)加入。
在前不久的2023MWC展會(huì)上，XR眼鏡力壓智能手機(jī)和智能穿戴，成為最大的熱點(diǎn)。小米、華為、OPPO、影目科技、創(chuàng)維、雷鳥創(chuàng)新、聯(lián)想、努比亞、歌爾、三星、高通、HTC、tooz等廠商紛紛展示了自己在XR領(lǐng)域的技術(shù)成果。
明爭(zhēng)背后，是供應(yīng)鏈與生產(chǎn)體系的暗戰(zhàn)。有品牌廠商直言，“先不論XR產(chǎn)品方案的優(yōu)劣，僅落地量產(chǎn)環(huán)節(jié)就會(huì)難倒一批產(chǎn)業(yè)玩家。”
據(jù)潮電智庫(kù)了解，除了歌爾、龍旗、華勤、聞泰等傳統(tǒng)ODM陣營(yíng)，歐菲光、舜宇、藍(lán)思等供應(yīng)鏈大廠也從去年開始實(shí)施XR智能眼鏡終端的整機(jī)制造計(jì)劃，成為XR制造新勢(shì)力。
XR大致會(huì)經(jīng)歷硬件量產(chǎn)、好工具出現(xiàn)、快速形成內(nèi)容、生態(tài)繁榮這四個(gè)階段。行業(yè)專家分析認(rèn)為，雖然內(nèi)容交互是核心，但硬件量產(chǎn)才是基石與保證，包括單/雙目鏡、尺寸、精度、光學(xué)和校正、一體/分體等，只有這些技術(shù)要點(diǎn)都做到極致，才有可能打造出爆款硬件。
已于國(guó)內(nèi)上市的O公司將XR整機(jī)制造定位為未來戰(zhàn)略性業(yè)務(wù)之一，其事業(yè)部負(fù)責(zé)人亮哥表示，大家基本處于同一起跑線，比拼的是光機(jī)、立體顯示和傳感器技術(shù)，以及最核心的上下游資源、品控和自動(dòng)化生產(chǎn)等能力。
有研究機(jī)構(gòu)最新報(bào)告顯示，雖然2022年全球XR出貨量低于預(yù)期，但由于蘋果MR頭顯、meta Quest 3等關(guān)鍵產(chǎn)品的帶動(dòng)，2023年XR出貨量將達(dá)到2400萬(wàn)臺(tái)，同比增長(zhǎng)67%，銷售額達(dá)到11.5億美元。至2030年，將有10億臺(tái)XR眼鏡和傳感設(shè)備投入使用。
作為全球最大的手機(jī)制造國(guó)，中國(guó)在過去孕育的龐大供應(yīng)鏈、人才生態(tài)、制造經(jīng)驗(yàn)讓XR硬件的規(guī)模化量產(chǎn)成為可能。有行業(yè)觀點(diǎn)樂觀的認(rèn)為，與手機(jī)行業(yè)不同，中國(guó)XR會(huì)跑在世界的最前面。
02市場(chǎng)技術(shù)雙先發(fā)
為了快速掘金XR賽道，去年年中，深圳某大型ODM工廠斥巨資上線整套自動(dòng)化生產(chǎn)系統(tǒng)，但碰到一大棘手難題：原有AA設(shè)備并不適配，市面上可選方案和供應(yīng)商非常少。
歷經(jīng)一番周折，該工廠最后采購(gòu)了康泰達(dá)的全自動(dòng)AA產(chǎn)品，難題迎刃而解。
根據(jù)潮電智庫(kù)了解，包括歌爾、舜宇和耐德佳等知名企業(yè)在內(nèi)，目前國(guó)內(nèi)至少有四家一線XR光機(jī)大廠均康泰達(dá)建立了長(zhǎng)期深度合作關(guān)系。
據(jù)專業(yè)人士介紹，XR AA、光學(xué)測(cè)試設(shè)備核心技術(shù)在于，人眼相機(jī)光學(xué)取像系統(tǒng)和高效的圖像底層算法，以及高精度、穩(wěn)定可靠的運(yùn)動(dòng)機(jī)構(gòu)集成設(shè)計(jì)。
作為中國(guó)最早布局XR領(lǐng)域的自動(dòng)化設(shè)備企業(yè)之一，康泰達(dá)在元宇宙概念尚未盛行時(shí)，便已決定調(diào)整產(chǎn)品結(jié)構(gòu)和戰(zhàn)略路線，進(jìn)入消費(fèi)電子新藍(lán)海，并成功形成了XR技術(shù)設(shè)備與市場(chǎng)的雙先發(fā)優(yōu)勢(shì)。
趙永崗表示，依托10年以上精密光學(xué)光電行業(yè)設(shè)備開發(fā)設(shè)計(jì)制造經(jīng)驗(yàn)，康泰達(dá)自主研發(fā)的多款高解析度人眼相機(jī)系統(tǒng)，已滿足AR/VR/MR以及各種主流光學(xué)方案的終端產(chǎn)品AA及測(cè)試需求，結(jié)合自研底層算法套裝軟件，實(shí)現(xiàn)AA設(shè)備和光機(jī)、整機(jī)光學(xué)測(cè)試設(shè)備的測(cè)項(xiàng)靈活配置。
分享在行業(yè)“首吃螃蟹”的滋味，趙永崗說，“因?yàn)槭侨碌漠a(chǎn)業(yè)形態(tài)，沒有太多的經(jīng)驗(yàn)和模式可以借鑒，剛開始時(shí)是摸黑前行，也踩過坑，但蹚過之后才能迎接光明。”
對(duì)于以自動(dòng)化AA為切入點(diǎn)的原因，趙永崗解釋稱，一是AA存在較高的技術(shù)門檻，可以此打造護(hù)城河；二是AA設(shè)備中標(biāo)準(zhǔn)化的應(yīng)用模塊較多，便于以后其它設(shè)備方案的兼容導(dǎo)入。
根據(jù)康泰達(dá)的發(fā)展規(guī)劃，后續(xù)將形成XR光機(jī)、整機(jī)全自動(dòng)化生產(chǎn)線，其中包括部件組裝、半成品、成品測(cè)試設(shè)備等產(chǎn)品全矩陣，持續(xù)提升與擴(kuò)大綜合競(jìng)爭(zhēng)力優(yōu)勢(shì)。
潮電智庫(kù)認(rèn)為，作為下一代移動(dòng)平臺(tái)，XR賽道足夠?qū)拸V，以康泰達(dá)為代表的智能設(shè)備企業(yè)將會(huì)盡享產(chǎn)業(yè)紅利。
Deep cooperation with leading manufacturers such as Goer, Sunny, and Nedglass, and Kangtaida's first breakthrough XR Intelligent Manufacturing
The arrival of the XR era may be even earlier than expected.
On March 13th, according to foreign media reports, although Apple's design team felt that a more mature AR headphone would need to be delayed for a few years, CEO Tim Cook and Operations Director Jeff Williams insisted on releasing it this year.
In fact, based on the time point analysis of iPhone, AirPods, and Watch entering the market, Apple has never considered becoming an industry first mover innovator, but rather a market dividend harvester. Therefore, from Cook's tough and anxious attitude, it can be seen that XR Gold Mine has already emerged.
Over 1 billion people will wear AR glasses within 10 years, "said Xu Chi, founder and CEO of Nreal. AR/VR is a complex interdisciplinary field closely related to breakthroughs in technologies such as spatial perception, cloud computing rendering, display, and the implementation of large-scale production capabilities.
The industrial chain is boiling. However, according to the Chaodian Think Tank, there are currently widespread difficulties in the layout and establishment of automated production lines in the XR production and manufacturing industry, and equipment manufacturers are urgently needed to assist.
Zhao Yonggang, Deputy General Manager of R&D for Kangtaida Intelligent Technology, said, "The XR industry is now characterized by a hundred flowers blooming, and there is no standardized product form. This is a new opportunity and challenge for the equipment manufacturing industry.
It is reported that as a representative manufacturer of XR intelligent devices, Kangtai Da has established long-term and deep cooperative relationships with several leading enterprises such as Goer, Sunny, and Nedglass, with a market share of over 30% of AA equipment used for XR production.
XR mass production challenges
Mobile phones have been the most successful smart terminals in the past 15 years, but the human experience is still limited by two-dimensional space and screen size. XR, seen as the key to opening the door to the metaverse, represents the future and has attracted various enterprises to join in the past two years.
At the recent 2023MWC exhibition, XR glasses became the biggest hotspot, surpassing smartphones and smart wearables. Manufacturers such as Xiaomi, Huawei, OPPO, Yingmu Technology, Skyworth, Thunderbird Innovation, Lenovo, Nubia, Goethe, Samsung, Qualcomm, HTC, Tooz, and others have showcased their technological achievements in the XR field.
Behind the open debate is a hidden battle between the supply chain and production system. Some brand manufacturers have bluntly stated, "Regardless of the quality of XR product solutions, just implementing mass production will be difficult for a group of industry players.
According to the Chaodian Think Tank, in addition to traditional ODM camps such as Geer, Longqi, Huaqin, and Wentai, major supply chain manufacturers such as Oufeiguang, Shunyu, and Lansi have also implemented the complete machine manufacturing plan for XR intelligent glasses terminals since last year, becoming a new force in XR manufacturing.
XR will roughly go through four stages: hardware mass production, the emergence of good tools, rapid content formation, and ecological prosperity. Industry experts analyze and believe that although content interaction is the core, hardware mass production is the cornerstone and guarantee, including single/double eyepieces, size, accuracy, optics and correction, integrated/split, etc. only by achieving the ultimate in these technical points can we create explosive hardware.
Company O, which has been listed in China, has positioned the manufacturing of XR complete machines as one of its future strategic businesses. The head of its business unit, Liang Ge, stated that everyone is basically on the same track, competing for optical machinery, three-dimensional display and sensor technology, as well as the core upstream and downstream resources, quality control, and automated production capabilities.
The latest report from a research institution shows that although the global XR shipment volume in 2022 was lower than expected, driven by key products such as Apple's MR headsets and meta Quest 3, the XR shipment volume in 2023 will reach 24 million units, a year-on-year increase of 67%, and sales will reach $1.15 billion. By 2030, 1 billion XR glasses and sensing devices will be put into use.
As the world's largest mobile phone manufacturer, China's vast supply chain, talent ecosystem, and manufacturing experience nurtured in the past have made large-scale production of XR hardware possible. There is an optimistic industry view that, unlike the mobile phone industry, China's XR will be at the forefront of the world.
The First mover of Market & Technology
In order to quickly dig into the XR track, a large ODM factory in Shenzhen invested heavily in launching a complete automated production system in the middle of last year, but encountered a major challenge: the original AA equipment was not suitable, and there were very few options and suppliers available on the market.
After some twists and turns, the factory finally purchased Kangtai Da's fully automatic AA products, and the problem was easily solved.
According to the Chao Dian, including well-known enterprises such as Goethe, Shunyu, and NedJia, at least four top tier XR optical and mechanical manufacturers in China have established long-term and deep cooperative relationships with Kangtai Da.
According to professionals, the core technology of XR AA and optical testing equipment lies in the optical imaging system of the human eye camera, efficient image underlying algorithms, and high-precision, stable and reliable integrated design of motion mechanisms.
As one of the earliest automation equipment companies in China to layout the XR field, Contida decided to adjust its product structure and strategic route before the concept of the metaverse was prevalent, entering the new blue ocean of consumer electronics, and successfully forming a dual first mover advantage in XR technology equipment and the market.
Zhao Yonggang stated that relying on more than 10 years of experience in the development, design, and manufacturing of precision optical and optoelectronic industry equipment, Kangtai Da has independently developed multiple high-resolution human eye camera systems, which have met the AA and testing requirements of terminal products for AR/VR/MR and various mainstream optical solutions. Combined with self-developed underlying algorithm suite software, it has achieved flexible configuration of test items for AA equipment, optical machinery, and overall optical testing equipment.
Sharing the taste of being the first to eat crabs in the industry, Zhao Yonggang said, "Because it is a brand new industrial form, there is not much experience and models to learn from. At the beginning, it was to move forward in the dark, and also to step into the pit, but only after wading through can we welcome the bright future.
For the reason why automation AA is the starting point, Zhao Yonggang explained that firstly, AA has a high technical threshold, which can be used to create a moat; Secondly, there are many standardized application modules in AA devices, which facilitates the compatibility and import of other device solutions in the future.
According to the development plan of Kangtai Da, a fully automated production line for XR optical machinery and complete machines will be formed in the future, including a full matrix of products such as component assembly, semi-finished products, and finished product testing equipment, to continuously improve and expand comprehensive competitive advantages.
Chaodian believes that as the next generation mobile platform, the XR track is wide enough, and intelligent device companies represented by Kangtai Da will fully enjoy the industry dividend.
