CINNO Research：上半年中国XR消费级市场整体销量达26.1万台 环比增长9%

Core Insights - The Chinese consumer-grade XR market is experiencing structural differentiation in the first half of 2025, with the AR market continuing to grow while the VR market remains sluggish due to a lack of content ecosystem and new product releases [1] XR Market Overview - In the first half of 2025, the overall XR sales reached 261,000 units, representing a 9% quarter-on-quarter growth, primarily driven by the launch of new AR glasses [1] - The domestic consumer-grade VR market is in a downturn, with VR device sales at 75,000 units, marking a three-year low, attributed to insufficient investment in VR content and no major new product launches [3] - Conversely, the domestic consumer-grade AR device sales reached 186,000 units, showing a 35% year-on-year increase and a 28% quarter-on-quarter increase, supported by new product launches and government subsidies [3] - The forecast for the entire year predicts a total of 606,000 units sold in the domestic consumer-grade XR market, a 6.5% increase compared to the previous year, mainly driven by AR devices [3] Brand Trends - In the VR device market, the brand landscape remains stable, with PICO holding a 46% market share, followed by Meta at 28% and Goovis at 7%. Despite market challenges, leading manufacturers maintain their shares through cost control and ecosystem integration [4] - In the AR device market, competition is intensifying, with Thunderbird Innovation leading at 35% market share, followed by XREAL at 22%. Starry Sky Meizu ranks third due to effective policy adaptation and a comprehensive marketing strategy [4] Technology Trends - In the VR device market, Fast LCD screen sales share has rebounded to 87%, while Micro OLED screens remain focused on high-end products [5] - In the AR device market, Micro OLED screens account for 87% of sales, with Sony dominating the market. Domestic manufacturers like Visionary Technology have seen a 30 percentage point increase in market share through deep collaborations [5] - Waveguide technology maintains a stable 13% sales share, with significant breakthroughs allowing manufacturers to reduce costs by 40% and introduce products with a field of view exceeding 50 degrees [5] Investment and Financing Situation - In the first half of 2025, there were 37 global XR financing deals amounting to 44.5 billion yuan, a decrease of 34 deals compared to the previous year, but with an increase of 33.5 billion yuan in total funding, indicating a trend of capital concentration towards leading projects [7] - The AR/VR investment landscape is characterized by four trends: capital centralization, core technology focus, ecological scene development, and regional clustering [7] - The shift from speculative investment to substantial technological breakthroughs and commercialization is evident, with domestic advancements in Micro LED and silicon-based OLED becoming key factors in reshaping the global supply chain [7]