CINNO：三季度国内消费级 XR 市场销量同比增 57%，AR 翻倍增长

Core Insights - The report by CINNO Research indicates that 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% [1][3] Market Overview - The overall XR market in China is expected to achieve sales of 169,000 units in Q3 2025, with a quarter-over-quarter increase of 17% and a year-over-year increase of 57% [3] - Consumer-grade AR devices are identified as the primary growth driver, with sales reaching 130,000 units, marking a significant year-over-year increase of 109% [3] Brand Performance - Thunder (雷鸟) maintains the top position in the AR device market, launching new products such as AIR 4 and AIR 4 PRO, which incorporate HDR display technology and support AI 3D video functionality [3] - Rokid has seen a notable rise in sales, ranking second in the AR market due to the launch of Rokid Glasses, which has been highlighted as a major success this quarter [3] - XREAL has strengthened its brand positioning by enhancing product FOV and computational capabilities, significantly increasing its market share in the AR headset segment priced between 3,000 to 4,000 yuan [3] - In the VR device market, Xiaoniao Kankan (小鸟看看) remains the leader, although competition is intensifying and market concentration is decreasing [3] - Meta has gained market share through its low-price strategy with the Quest 3S, narrowing the gap with the leading brand in terms of sales [3]