2025 年下半年全球智能眼镜出货量同比增长 139%;Meta 市场份额扩大至 82%

Core Insights - The global smart glasses market is expected to see a year-on-year growth of 139% in the second half of 2025, driven primarily by AI smart glasses, which will account for 88% of total shipments [4][5][10] - Meta has solidified its market leadership with an 82% share in the smart glasses market, largely due to its expanded product line and new product launches [5][7][10] - The average retail selling price (ASP) of AI smart glasses is projected to rise from $347 in the first half of 2025 to approximately $360 in the second half, influenced by Meta's pricing strategies [4][5] Market Dynamics - The demand for basic smart audio glasses has weakened, leading to a significant drop in their ASP to around $63, primarily due to reduced shipments from high-end manufacturers like Huawei and Amazon [4][5] - North America leads the market with a 37% share of total shipments in the second half of 2025, while China's market share has decreased to 6% despite numerous new product launches [5][11] - The Indian market has shown remarkable growth, with a 15-fold increase in shipments after Meta's entry, although it still only accounts for 2% of the global total [11][13] Competitive Landscape - Meta's new product, Ray-Ban Meta AI Glasses (second generation), has received positive feedback for its video capabilities, indicating a successful enhancement in user experience [10] - Xiaomi has emerged as a significant player in the Chinese market, ranking second after Meta, with its AI glasses shipments increasing by over 200% following a new product launch [10][11] - The overall market for other OEM manufacturers remains relatively small compared to Meta, which dominates the best-selling smart glasses rankings [7][10] Future Outlook - The smart glasses market is expected to maintain strong growth into 2026 and beyond, driven by aggressive expansion plans from leading manufacturers and the introduction of new brands [5][13] - Rising memory prices may pose challenges, but the overall impact is expected to be limited due to the high gross margins of AI glasses [13]