对话 VITURE 姜公略：把 AR 眼镜卖到美国第一 ，从负需求到离不开

Core Viewpoint - The core viewpoint of the article emphasizes that the success of AR glasses hinges on creating a compelling reason for users to wear them, particularly targeting gamers with a portable large-screen experience [3][6]. Company Overview - VITURE, founded in 2021, has quickly become a leading player in the AR glasses market, selling hundreds of thousands of units in the U.S. by the end of 2024, capturing over half of the market share [3][5]. - The company has a small team of just over a hundred people, focusing on quality over quantity in hiring [5]. Product Development and Strategy - The founder, Jiang Gonglue, believes that the first principle of creating smart glasses is that users do not inherently need them, thus requiring a strong value proposition [3][15]. - VITURE's strategy involves targeting gamers, providing a portable large-screen experience for gaming on the go, which is seen as a compelling reason for users to adopt AR glasses [3][15]. - The company has received multiple design awards for its innovative approach, including moving computing units to a neckband to reduce the weight of the glasses [4][22]. Market Insights - The AR and VR market has struggled to gain mainstream acceptance, with global sales projected at 10 million units in 2024, far behind smartphones and smartwatches [6][10]. - The industry has been characterized by high expectations and a disconnect from actual user needs, leading to unsustainable business models [9][10]. Technological Innovations - VITURE utilizes BirdBath optical technology for its AR glasses, which is currently more practical than emerging technologies like waveguide optics, despite some criticism [8][9]. - The company has developed a real-time 2D to 3D conversion feature that enhances user experience without relying on cloud computing, showcasing its integration of software and hardware [19][20]. Future Outlook - Jiang envisions a future where AR glasses could serve as the primary device for interaction, combining the largest interface with the best mobility [14][33]. - The potential market for VITURE's products is estimated at 10-15 million units annually, primarily driven by the gaming community [16]. Challenges and Considerations - The company faces challenges in ensuring that its products meet user needs and expectations, particularly in a market that has seen many failures due to misalignment with consumer demand [9][10]. - Jiang emphasizes the importance of achieving product-market fit (PMF) before scaling resources, a lesson learned from industry peers [3][40].