大厂蜂拥入局掀智能眼镜热潮，雷鸟创新继续以“首发”换声量

Core Insights - The competition in the smart glasses market is intensifying, with both technological advancements and price wars occurring simultaneously [2] - Thunderbird Innovation has launched the Thunderbird Air 4 series, featuring HDR10 display and self-developed Vision 4000 chip, aiming to popularize high-performance products at competitive prices [2][3] Market Position and Performance - Thunderbird Innovation achieved a 39% market share in the global AR glasses market by Q2 2025, surpassing Apple to become the third in the global XR market [3] - The global smart glasses market is projected to ship 2.555 million units in Q2 2025, reflecting a year-on-year growth of 54.9%, although this volume is still significantly lower than that of smartphones, which are expected to reach 295.2 million units with a 1% year-on-year growth [4] Competitive Landscape - The AR glasses market is crowded with major players like Huawei, Baidu, Xiaomi, Apple, and Alibaba, leading to a highly competitive environment [6] - Despite the competition, smaller companies express optimism, viewing the entry of large firms as a means to expand the overall market rather than as direct competition [6][7] Product Strategy - Thunderbird Innovation's strategy focuses on integrating supply chain efficiencies to lower costs while enhancing user experience through technological iterations, aiming to make AR glasses accessible to a broader audience [5] - The pricing for the Thunderbird Air 4 is set at 1,599 yuan, and the Air 4 Pro at 1,699 yuan, reflecting a commitment to quality without increasing prices [4] Future Outlook - The smart glasses market is expected to evolve into a multi-product, multi-scenario hardware ecosystem, where differentiation will be key, and both leading and mid-tier companies will coexist [7] - The market is anticipated to undergo further restructuring as more manufacturers enter, intensifying the competitive dynamics [7]