高盛：AI _ AR眼镜新产品激增，价格更亲民，人工智能功能增强；消费者需求增长

Investment Rating - The report does not explicitly state an investment rating for the industry or specific companies involved in AI / AR glasses Core Insights - The consumer appetite for AI / AR glasses is increasing, driven by new product launches from companies like Meta, Xreal, Rokid, and others, alongside rising affordability and integration of AI features [1] - The total addressable market (TAM) for AI / AR glasses in China is expected to grow at a 56% CAGR from 2024 to 2030, reaching approximately US$1 billion by 2030, with shipments projected to reach 7 million units [7][15] - The report identifies seven key discussion points regarding AI / AR glasses, including consumer interest, user experience improvements, market size, and cost structures [31] Summary by Sections Consumer Interest and Use Cases - Consumers are increasingly attracted to AI / AR glasses due to features like AI smart assistants, immersive displays, social sharing capabilities, and fashionable designs [31] - The report highlights various use cases, including entertainment, work, and daily life applications, such as real-time translation and first-person video recording [34] Market Growth and Projections - AI / AR glasses shipments in China are projected to grow from 365,000 units in 2023 to 894,000 units in 2025, and further to 7 million units by 2030, indicating a robust growth trajectory [15][16] - The average selling price (ASP) of AI / AR glasses is expected to decline from US$306 in 2025 to US$192 by 2030, driven by increased volume and advancements in display technology [33] Product Development and Quality Factors - Key quality factors for consumers include display resolution, weight, materials, battery life, and available content [35] - The report outlines the cost structure for AI and AR glasses, indicating that the system-on-chip (SoC) and display components represent significant portions of the bill of materials (BoM) [37] Competitive Landscape - The report discusses various brands in the AI / AR glasses market, noting the presence of both established companies like Lenovo and emerging startups [36] - Major technology companies, including Meta and Apple, are entering the market, which is expected to enhance competition and innovation [46] Seasonal Promotions and Discounts - The upcoming 618 mid-year promotion is anticipated to drive sales, with discounts averaging 19% on AI / AR glasses compared to typical smartphone discounts [38][39]