Zhong Guo Zheng Quan Bao·2025-12-11 20:17Core Insights - The launch of Li Auto's AI glasses, Livis, signifies a shift in the competitive landscape of the new energy vehicle (NEV) industry, expanding from single automotive products to a comprehensive smart ecosystem [1][2] - Major Chinese NEV companies, including NIO and Xpeng, are diversifying into smart wearables and digital products to break through homogenized competition and capture user engagement in the AI era [1][2] Group 1: Product Features and Market Strategy - Livis features a lightweight design at 36 grams, an impressive battery life of 18.8 hours, and deep integration with vehicle systems, enhancing user interaction and experience [1][2] - The glasses are not standalone hardware but part of a "car + glasses" ecosystem, which increases user stickiness by transitioning customers from car buyers to participants in a smart lifestyle [2][3] Group 2: Industry Trends and Competitive Landscape - The global smart glasses market is experiencing significant growth, with a 64.2% year-on-year increase in shipments, and NEV-related products contributing 15% to this growth [3] - Li Auto's Livis achieved over 12,000 orders on its first sales day, with 80% of orders coming from existing Li Auto vehicle owners, indicating a shift towards an ecosystem competition involving multiple smart terminals [3] Group 3: Business Model and Challenges - Domestic NEV companies face longer profit cycles in their smart device ventures compared to international competitors like Tesla, which has successfully integrated robotics into its business model [4] - The development of smart devices by companies like Xpeng and Li Auto requires substantial investment and innovative business models to ensure long-term cash flow and profitability [4][5] Group 4: Consumer Behavior and Market Potential - A significant 72% of Chinese smart device users are willing to pay a premium for cross-terminal services, compared to only 45% in Western markets, indicating a strong market potential for innovative cross-device solutions [4] - The strategy of extending smart cockpit ecosystems to personal devices is seen as a necessary response to industry homogenization and a way to secure a foothold in the AI-driven market [5]