2025年国内消费级AI/AR市场销量增幅109%，雷鸟夺冠

Core Insights - The domestic consumer-grade AI/AR market is projected to achieve a historic breakthrough in 2025, with annual sales reaching 696,000 units, marking a year-on-year increase of 109% [2] - The growth is characterized by a dual feature of "mature categories showing steady growth and emerging categories experiencing explosive breakthroughs" [2] - The market is transitioning from "hardware stacking" to "ecosystem competition," with expectations of a 65% year-on-year growth in 2026 [2][9] Market Performance - In 2025, the sales of split AR glasses reached 368,000 units, growing by 53% year-on-year, despite facing challenges such as functionality limitations and homogenized competition [2] - All-in-one AR glasses saw a dramatic increase in sales by 176%, driven by brands like Leqi, Meizu, and Yingmu, establishing themselves as benchmarks for "all-day wear, lightweight, and high immersion experience" [2] - The market for non-screen AI glasses led the year with a staggering 319% year-on-year growth, particularly showing explosive momentum in the second and third quarters [3] Brand Landscape - Leqi holds the top market share at 32%, with a year-on-year sales increase of 125%, attributed to its multi-product line strategy and strong product capabilities [6] - Xiaomi ranks second with a 15% market share, but faces challenges with high return rates and a lack of new product iterations, leading to a 70% decline in fourth-quarter sales [7] - XREAL, with a 12% market share, has established a reputation among professional users through its high-resolution displays and low-latency interactions [7] - Rokid emerged as a highlight in the second half of 2025, showcasing strong market competitiveness with its AR all-in-one glasses [8] Future Trends - The core value of AI/AR glasses lies in their ability to provide "all-day wear and visual/auditory perception," aiming for deep service value through "data accumulation and decision support" [9] - The market is expected to evolve through breakthroughs in lightweight technology, integration of AI large models, and the construction of cross-platform content ecosystems [9] - The positive cycle of "consumer recovery - scene expansion - ecosystem improvement" is anticipated to drive the growth of the AR glasses market [9]