1H’25国内消费级XR市场销量26.1万台，全年预期同比增长6.5%

Core Viewpoint - The Chinese consumer-grade XR market is experiencing structural differentiation in the first half of 2025, with the AR market continuing to grow while the VR market remains in a prolonged slump due to a lack of content ecosystem and new product releases [2][5]. Market Performance - In the first half of 2025, the overall sales volume of the domestic XR consumer market reached 261,000 units, representing a 9% increase quarter-on-quarter but a 21% decline year-on-year [5]. - The domestic consumer-grade VR market is in a downturn, with VR device sales at 75,000 units, marking a three-year low, primarily due to insufficient investment in VR content and no major new product launches in the first half of the year [5]. - In contrast, the domestic consumer-grade AR device sales reached 186,000 units, showing a 35% year-on-year increase and a 28% quarter-on-quarter increase, driven by new AR glasses releases, government subsidies, and promotional events [5]. - The forecast for the entire year predicts a total of 606,000 units sold in the domestic consumer-grade XR market, a 6.5% increase compared to the previous year, mainly propelled by AR devices [5]. Brand Trends - In the VR device market, the brand landscape remains stable, with PICO holding a 46% market share, followed by Meta at 28% and Goovis at 7%. Despite the market downturn, leading manufacturers maintain their shares through cost control and ecosystem integration [6]. - The AR device market is becoming increasingly competitive, with Thunderbird Innovation leading with a 35% market share, followed by XREAL at 22%. The success of these brands is attributed to multi-dimensional strategic layouts [6][7]. Technology Trends - In the VR device market, Fast LCD screen sales share has rebounded to 87%, while Micro OLED screens remain primarily in high-end products [8]. - In the AR device market, Micro OLED screen sales share is at 87%, with Sony dominating the market. Domestic screen manufacturers like Visionary Technology have seen a 30 percentage point increase in sales share due to deep collaborations with brands like Thunderbird [8]. - Waveguide technology maintains a stable sales share of 13%, with significant technological breakthroughs allowing manufacturers to reduce costs by 40% and introduce products with a field of view exceeding 50 degrees [8]. Investment and Financing Situation - In the first half of 2025, there were 37 financing deals globally in the XR sector, amounting to 44.5 billion yuan, a decrease of 34 deals compared to the previous year but an increase of 33.5 billion yuan in total amount, indicating a trend of capital concentration towards leading projects [9]. - The investment and financing landscape in AR/VR is characterized by four major trends: capital centralization, core technology focus, ecological scene development, and regional clustering [9]. - The shift in capital from speculative concepts to substantial technological breakthroughs and commercialization is evident, with domestic breakthroughs in core components like Micro LED and silicon-based OLED expected to reshape the global supply chain [9].