I Have a Question – Industry Illusion Co., Ltd.
Shanghai Industry Illusion Technology Co., Ltd. is located in Putuo District, Shanghai. It is a leading provider of automotive visualization omnimedia digital solutions, providing one-stop digital innovation products and services for automobile companies and related industries. Founded in 2009, Industry Illusion is a leading domestic provider of auto digital media marketing solutions, providing one-stop digital marketing products and services for auto companies. The company currently has 150 employees, including nearly 50 R&D personnel. The company’s core products and services include automotive new media and digital content creation, Internet application products of automobiles, automotive experience scenario-based sales software products, and automotive real-time interactive customized AI-selecting systems. Having continuously evolved and updated for dozens of times over the past few years, the Internet-based mobile app, iBuick, has now more than 500,000 registered users and has won the “OEM Car Owner APP Award” for two consecutive years. At the same time, the company’s experiential auto sales software developed by the industry’s leading companies is running on mainstream platforms of iPad and Windows, occupying a leading position in the industry and has been set and applied in more than 2,000 4S stores. In 2012, the company was recognized as a high-tech enterprise in Shanghai; in 2013, it was supported by the Special Fund for Cultural Development of Putuo District in Shanghai, and completed the development of the mobile experience system of Hyunwu Auto; in 2016, it was awarded the title of “Little Giant Enterprise of Technology in Putuo District of Shanghai”, “Specialized Small & Medium – Sized Enterprises” and “Enterprise of Harmonious Labor Relation” in Shanghai. In July 2018, the company was selected into the “Top 100 Fast-Growth Software Companies in Shanghai” list. The company was listed on the New OTC Market on December 17th, 2015 with the stock code as 834862.
Q: The company has been developing in the field of automotive visual interaction for nearly 10 years. Its business includes automotive new media and digital content creation, automotive internet application products, and automotive experiential sales software products. When other companies were busy building IP industry chains, why did you choose to create related product in the automotive sector that seem to have nothing to do with creative media technology?
A: This depends on how you understand IP and cultural innovations. It’s just we are serving different industries. From the day of its creation, Industry Illusion has positioned itself as a creative and innovative product and service for industrial media of entity and smart manufacturing industry. The culture and media creations we work on, whether IP construction or product development, essentially belong to the modern service industry. From the perspective of the service industry, an entity industry is needed to support it. Based on this thinking, we aim ourselves at the mainstay industry of China’s manufacturing industry – the automotive industry. Our team integrates related technologies such as CG animation, game interaction, software front and backstage database development, and applies them into a specific industry. As we’ve been in this industry for more than ten years, from a rough understanding of the product technology application, brand positioning, innovative service points of the automotive industry, to a comprehensive media creation for automobile manufacturers, and service development of software and systems based on the process of automotive industry, we have accumulated a high reputation and a well-known brand in Chinese automotive industry. We gain recognition from customers of automobile enterprises for our professional services and abundant industry experience. Our products not only meet the actual needs of our customers, but also represent a brand new attempt for the entire automotive industry. This also benefits from our customers’ trust in us and the constant demand for new innovative applications in the automotive industry.
Q: What experience can you share with us on the application of VR, AR and interactive experiences to the automotive industry? At present, there is no mature business model for VR/AR applications. Many companies that initially entered the VR/AR field have begun to become rational, and even do not continue this part of business. What experience can you draw from VR and AR’s application to the automotive field for car manufacturers or user’s driving experience?
A: Whether it is VR or AR, these are just forms of presentation. We cannot forget the essence of our products because of technology. In the actual process of product development, we emphasize a high-quality real-time interaction instead of AR or VR. We have quite a few interactive products that are non-AR or VR. Our first commercial VR application was commercialized at Vive and spread widely within a month. Prior to this, in 2013, we actually had mature VR applications, just waiting for a more mature hardware. VR and AR have not brought revolutionary difference to the previous display. When developing such products, teams need to abandon the concept of creating a special screen. Instead, they should pay attention to product service and identify deficiencies of the industry so that VR and AR applications can be used for a long time. I think VR and AR have not formed a mature business model yet. The isolation and the coldness of the industry and capital indicate that it has entered the cooling and mature period of the industry, which creates a good opportunity for companies with this service in the industry. Actually the industry demand has always been there without being found or explored.
Our VR applications often provide customers with driving and situational sales interaction experience of the cars that can’t arrive at the store in time, yet there are quite a few products not only aimed at these, such as the AR user manual for Chevrolet, which turns paper manual into an on-board app, so that users can scan the car for problems at any time to solve the driving problem. For another example, one of the VR products developed for a domestic auto company that produces new-energy vehicles can save customers time of developing new products by at least half a year. These product and system applications are customized for customers after our creative planning, technology development and content application teams deepen understanding of the demands of customers and explore practical development directions.
Q: Will there be any impact on the production of future automotive industry and the industrial application of VR/AR?
A: We aim to develop products that have practical benefits for customer R&D, product research, production, sales and after-sales service., so many products have contributed to research and development, manufacturing, marketing and after-sales services of automobiles. For example, the AI-selecting system we provided SAIC last year was to open up with the manufacturing module of the vehicle manufacturer, to provide information guidance, data collection and interactive customization for the front end of intelligent manufacturing, and to connect the data to the production system and complete Closed loop in the manufacture of automotive products.
Q: What projects are being planned? Can you disclose it?
A: There are many future plans, not only on the project level, but basically beneficial to industrial innovation services that are deeply rooted in the industrial intelligent manufacturing field, extending to the industrial chains of industrial applications, and doing a great job in the sub-sectors of the industry.
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