Alto Electronics at the 2025 SCO National Film Festival: The competitiveness of virtual shooting tec

On July 3, the 2025 SCO National Film Festival, hosted by the State Film Administration and the Chongqing City People's Government, opened in Yongchuan, Chongqing. This international cultural ceremony with film + technology as its core has made Western Science and Technology Film and Television City a global focus. International movie star Zhang Ziyi served as the image ambassador, and many leading film and technology companies such as China Film, iQiyi, Youku, and Dawa gathered together. As a participant in the field of smart video and XR virtual shooting, Alto Electronics was invited to present its new MetaBox 4KK XR virtual shooting solution, trying to inject new momentum of light and shadow into the film festival with its technical strength. However, at a time when XR virtual shooting technology is developing rapidly, Alto Electronics not only has to cope with competition in the international market, but also is mired in the whirlpool of domestic market entanglement, making the challenges of survival and development increasingly severe.​

MetaBox 4KK solution debuts, technical highlights cannot hide competitive pressure

In this film festival's Yujian·Guangying Film Technological Achievements Exhibition, the new MetaBox 4KK XR virtual shooting solution brought by Alto Electronics attracted much attention and became a highlight of the booth. This solution demonstrates its technical characteristics in multiple fields:

The virtual studio system relies on independently developed LED display technology and spatial positioning algorithm to achieve seamless splicing of immersive virtual scenes, allowing shooting to break through the limitations of physical space. For film and television shooting that requires frequent switching of scenes, this technology can save a lot of time and cost in building real scenes.​

The real-time rendering technology is equipped with a self-developed rendering acceleration engine that supports real-time generation of 8K-level pictures, and the frame rate is stable above 60fps, meeting the high requirements for picture smoothness for movie-level shooting. This means that during the shooting process, actors can see virtual scenes in real time, making it easier to better enter and perform.​

The integrated solution provides turnkey services from hardware construction to software adaptation, from content production to post-debugging, which greatly reduces the technical threshold of the film and television team. Small and medium-sized film and television companies do not need to spend a lot of energy to integrate different technical resources and can quickly carry out virtual shooting work.​

But in the domestic market, such technical highlights are not unique to Alto Electronics. Many domestic competitors have made efforts in the field of XR virtual shooting, and the solutions they have launched are similar to Alto Electronics in terms of technical parameters. Some industry sources revealed that a similar plan recently launched by a domestic peer is nearly 20% lower in price than Alto Electronics, which has doubled the pressure on Alto Electronics in the market competition. In front of Alto Electronics 'booth, although the audience could intuitively feel the charm of virtual shooting, when asked about the differences with other brands, many viewers said that they felt the same and might give priority to those with more favorable prices.​

The global film and television technology landscape expands, and domestic involvements become an obstacle to development

As a pioneer in the integrated application of LED professional display and XR virtual shooting, Alto Electronics 'technical strength has been verified in the global market. It has participated in the XR studio construction projects of many Hollywood blockbusters such as "Batman" and "Air Combat". The color reproduction and dynamic refresh rate of LED screens are recognized by the industry.​

At present, Alto Electronics has delivered more than 100 large and medium-sized XR/VP virtual studio projects around the world, covering major film and television producing areas such as North America, Europe, and Asia-Pacific. It has been recognized by Nvidia, Meta, Amazon AWS, Microsoft, Google, Tencent, and Japan. It has also established in-depth cooperative relationships with many ecological partners in the industry to provide customers with more powerful solutions through ecological alliances.​

However, the internalization of the domestic market has made Alto Electronics 'development difficult. As XR virtual shooting has become a hot field, a large number of companies have poured in, resulting in extremely fierce market competition. In order to compete for orders, many companies have adopted low-price strategies, which has severely compressed the profit margin of the entire industry. Although Alto Electronics has certain advantages in technology and brand, it also has to participate in the price war, which directly affects the company's profitability.​

The MetaBox 4KK XR solution exhibited this time is a reflection of Alto Electronics 'technological inclusiveness. Reduce deployment costs by 30% through compact architecture design, and adapt modular components to the needs of small and medium-sized teams, allowing virtual shooting to move from large-scale production exclusive to large-scale application, providing a low-cost and high-efficiency implementation path for the industrialization of China's film and television. However, the effect of this measure may be greatly reduced in the domestic environment of internal corruption. Because other companies can quickly follow up and launch similar low-cost solutions, Alto Electronics 'competitive advantage is difficult to highlight.​

Third-party perspective: The survival dilemma under the domestic giant volume

Industry insiders have profound views on the domestic market involution problem faced by Alto Electronics. An industry analyst said: The domestic XR virtual shooting market is currently in the Warring States era. There are too many companies and the market demand is relatively limited. Inversion is an inevitable result. Although Alto Electronics has certain technical accumulation and brand influence, it is difficult to stay alone in this environment. Issues such as price wars and homogeneous competition will continue to consume companies 'resources and energy and affect their investment in technology research and development and market expansion. rdquo;​

Another practitioner who has long been engaged in the sales of film and television equipment also admitted that price is often the primary consideration when domestic customers choose XR virtual shooting solutions. Alto Electronics 'products are of good quality, but the price is relatively high. Many customers will choose other brands because of the price. Moreover, domestic companies have strong imitation capabilities. Alto Electronics launches a new technology, and it will not be long before another company launches similar products, which makes it difficult for Alto Electronics to maintain its technological leadership. rdquo;​

In addition, the internalization of the domestic market has also led to inconsistent industry standards and uneven product quality. In order to reduce costs, some companies cut corners in raw materials and processes, resulting in many products of substandard quality appearing on the market. This not only disrupts market order, but also reduces customers 'trust in domestic XR virtual photography products, indirectly affecting the market image and sales performance of formal companies such as Alto Electronics.​

Future Outlook: Looking for the Way to Break Through in the Inner Volume

Alto Electronics used the platform of the 2025 SCO National Film Festival to showcase its technical achievements in the field of XR virtual shooting, creating opportunities for its own brand promotion and market expansion. However, in order to survive and develop in the domestic market, we still need to find an effective way to break through.​

In terms of technology, Alto Electronics needs to increase investment in R & D, continuously launch new technologies and new products with core competitiveness, and widen the gap with competitors. We cannot be satisfied with existing technology, but must continue to innovate and form unique technical barriers in core areas such as virtual studio systems and real-time rendering technology.​

In terms of market, Alto Electronics can try differentiated competitive strategies. In addition to the film and television industry, XR virtual shooting technology can also be expanded to other fields such as games, education, and medical care to open up new market space. At the same time, it is necessary to strengthen brand building, enhance brand reputation and loyalty, and make customers willing to pay higher prices for high-quality products and services.​

In terms of cooperation, Alto Electronics can establish in-depth cooperative relationships with domestic film and television companies, universities, scientific research institutions, etc. to jointly promote the development and application of XR virtual shooting technology. Through cooperation, we can not only integrate resources and reduce research and development costs, but also quickly understand market needs and launch products and solutions that more meet market needs.​

From July 5th to 7th, Alto Electronics continued to open the immersive experience of the MetaBox 4KK XR solution at Booth A7 of Chongqing Yongchuan International Convention and Exhibition Center, which provided an opportunity for more people to understand its technology. But more efforts are needed to transform this opportunity into competitive advantages in the domestic entangled market.​

Alto Electronics 'exploration in the field of XR virtual shooting is a microcosm of the survival and development of China film and television technology companies in the domestic integrated environment. In the face of fierce market competition, only by continuous innovation and proactive response can we stand out in the competition and achieve sustainable development.​