Core Insights - The Chinese consumer-grade AR/VR glasses market is projected to reach sales of 169,000 units in Q3 2025, reflecting a quarter-over-quarter growth of 17% and a year-over-year growth of 57% driven by new AR device launches, cost optimization in the supply chain, and deep integration of AI technology [1][3]. Market Performance - The overall XR market in China reached 169,000 units in Q3 2025, with a 17% increase from the previous quarter and a 57% increase year-over-year. Consumer-grade AR devices were the main growth driver, achieving sales of 130,000 units, a 109% year-over-year increase. VR device sales reached 40,000 units, with an 8% quarter-over-quarter growth, supported by Meta's low-price strategy [3][4]. Technological Innovations - Fast LCD screens have captured 91% of the market share in the mid-to-low-end VR segment, with BOE holding a leading position at 43%. Micro OLED technology, despite facing high costs and ecosystem adaptation challenges, remains significant in the high-end market with a 73% share in AR devices. The introduction of LCoS technology by Meta Display is expected to boost sales in the short term [4][5]. Brand Dynamics - The AR market is led by Thunder, which continues to innovate and recently launched the AIR4 and AIR4PRO models featuring HDR display technology and AI 3D video capabilities. Rokid has emerged as a strong competitor with its new Rokid Glasses, ranking second in sales [5][6]. Investment Trends - In Q3 2025, the global AR/VR industry saw 33 financing deals totaling approximately 5.5 billion yuan, with 18 deals occurring in China. Companies in the upstream hardware and terminal sectors are attracting significant investment, indicating a strong interest in the future of AR/VR technology. The integration of AI is expected to enhance the interactivity and applicability of AR/VR devices, driving further digital transformation [7].
CINNO Research：第三季度国内消费级XR市场销量达16.9万台 同比增长57%
Zhi Tong Cai Jing·2025-11-12 23:49