Core Insights - Huawei's smartwatch shipments reached 7.2 million units from April to June, marking a 53% increase and capturing a 21% global market share, surpassing Apple for the first time [1][4] - Apple's market share declined to 17%, with shipments falling to 5.8 million units, a 3% decrease, continuing a seven-year trend of declining sales [4][7] - The average price of Huawei smartwatches is approximately $227, about half the price of the Apple Watch, which is $413, making Huawei's products more appealing in a cost-conscious market [4][6] Market Dynamics - The global smartwatch market saw an 8% year-on-year increase in shipments, totaling 34.4 million units [4] - Xiaomi and Samsung hold the third and fourth positions in market share with 9% and 6%, respectively [4] - Huawei's growth is supported by government subsidies and a successful marketing campaign featuring celebrity endorsements, which have attracted older demographics in Japan [6][8] Consumer Preferences - Older consumers in Japan are increasingly purchasing Huawei smartwatches, drawn by their functionality and affordability [6][8] - Huawei's product designs, including round displays and specific features like golf course guidance, cater to diverse consumer needs [6] - The Apple Watch's advantages, such as contactless payment, are being challenged by Huawei's expanding feature set and longer battery life [7]

Core Insights - The global smart glasses market has experienced explosive growth in 2023, with a 54.9% year-on-year increase in shipments in Q2 [1] - AI glasses are viewed as the next generation of human-computer interaction, with three main interaction paradigms represented by companies like Rokid, META, and Apple [1] - Major tech companies such as Alibaba and Xiaomi are entering the AI glasses market, further intensifying competition [1] Market Dynamics - META launched its first smart glasses with display capabilities in September, while Rokid's new product successfully raised $3.626 million on Kickstarter [1][4] - The competition in the AI glasses sector raises questions about whether the demand is genuine or merely a trend [1] Product Development - Rokid aims to create a global product strategy but faces challenges due to differences in facial structures across regions, necessitating adjustable designs [2] - The company is focusing on extending the camera's recording time to cater to the growing trend of long video content sharing on social media [2] Technical Challenges - Addressing high power consumption in smart glasses is a significant challenge, as users prefer lightweight designs (ideally under 30 grams) [3] - The operating system is considered crucial for optimizing user experience and power efficiency, with most global manufacturers lacking this capability [3] Consumer Insights - Rokid's consumer base includes a diverse demographic, including women and seniors, contrary to the stereotype of tech enthusiasts [5] - The company believes that AI glasses can compete with traditional eyewear by emphasizing their AI integration while maintaining similar pricing [6] Future Outlook - The goal is to make AI glasses indistinguishable from regular eyewear, with ongoing efforts to reduce weight and enhance functionality [6] - The company is optimistic about achieving a balance between cost, weight, and performance, which is essential for scaling user adoption [7] Collaboration and Ecosystem - Rokid emphasizes the importance of collaboration with partners to overcome manufacturing challenges and develop new technologies [9][10] - The company aims to build a robust ecosystem that encourages continuous innovation from developers on its platform [10] Vision for AI Glasses - Future AI glasses are expected to provide personalized, human-like services, evolving beyond traditional tool functionalities [11] - As core functionalities gain market acceptance, the penetration rate of AI glasses is anticipated to accelerate, leading to the emergence of "super apps" [11]

Core Insights - Meta has launched three different AI glasses at the Meta Connect developer conference, positioning them as a significant step towards consumer-level AI and AR technology [1] - Mark Zuckerberg and Kevin Kelly predict that smart glasses will replace most smartphones, creating a "transparent mirror world" that lacks privacy [3] Market Trends - The AI glasses market is experiencing explosive growth, with JD.com reporting a more than 10-fold increase in transaction volume year-on-year for the first half of 2025, and a 54.9% increase in global shipments to 2.555 million units in Q2 2025 [5][6] - Despite the market's growth, high return rates for AI glasses are a concerning trend, with return rates around 30% on platforms like JD.com and Tmall, and as high as 40%-50% on Douyin, primarily due to functionality issues [6] Product Innovations - Meta's new Ray-Ban Display features a color display on the inner side of the right lens and a Meta Neural Band for gesture control, enhancing user interaction and functionality [8] - The core value of AI glasses lies in their ability to provide "data accumulation + decision support" based on user preferences and past behaviors, although they currently lack a compelling core feature to attract consumers [10] Privacy and Security Concerns - Privacy issues surrounding AI glasses, particularly regarding unauthorized recording, remain a significant concern, with suggestions for stronger notification mechanisms and user control over recording features [11][16] - Legal experts emphasize the need for compliance with data privacy laws, advocating for minimal data collection and user consent for sensitive information [17][18]

Investment Rating - The industry rating is "Outperform the Market" [5][12] Core Insights - Meta's Ray-Ban Display smart glasses have seen strong market response, with retail stores nearly sold out and trial appointments fully booked before November [1] - Apple is shifting focus from developing a low-cost Vision Pro headset to prioritizing AI glasses to compete with Meta, with plans to preview the product in 2025 and launch in 2027 [2] - The smart glasses market is expected to grow significantly, with global sales projected to reach 14.5 million units by 2025 and a compound annual growth rate (CAGR) exceeding 50% from 2025 to 2029, potentially reaching 60 million units by 2029 [3] Summary by Sections - **Meta's Smart Glasses**: The Meta Ray-Ban Display smart glasses are experiencing high demand, with plans for increased supply and sales points [1] - **Apple's Strategic Shift**: Apple is reallocating resources to focus on AI glasses, indicating a significant change in product development strategy [2] - **Market Growth Projections**: The smart glasses market is anticipated to grow rapidly, with significant sales increases expected in the coming years [3] - **Investment Opportunities**: Recommendations include focusing on companies involved in foldable screen hinges, panel equipment, liquid cooling pumps, automation assembly, and 3D printing applications [3]

Core Insights - The smart glasses market is at a contradictory juncture in 2025, with significant growth potential but consumer hesitance regarding utility and pricing [2][4]. Market Overview - AI glasses are projected to see a global shipment growth rate of 158% in 2025, reaching 5.1 million units, with expectations to exceed 10 million units by 2026 [4]. - Major players in the market include Meta, Google, Xiaomi, and Huawei, indicating strong competition [4]. - Despite optimistic forecasts, consumer adoption remains slow due to high prices and unclear use cases for smart glasses [4]. Company Spotlight: TCL and Thunderbird Innovation - TCL's Thunderbird Innovation achieved the highest global shipment share of AR glasses at 39% in Q2 2025 [5]. - The company is developing both AI-focused glasses and more complex "AI+AR" hybrid models, showcasing a diverse product strategy [6]. Product Strategy - Thunderbird's Air series focuses on providing a "personal giant screen" experience, emphasizing entertainment and gaming without complex AI functionalities [8][9]. - The Air series utilizes a "MicroOLED+BirdBath" optical solution for high-quality display, enhancing user experience with advanced audio technologies [11]. - The pricing strategy for the Air series is competitive, ranging from 1,200 to 1,700 yuan, aligning with mainstream consumer electronics [12]. Future Development - Thunderbird's product lineup includes the Air series for entertainment, the V3 series for AI photography, and the X series aimed at becoming the next-generation smart terminal [15][16][17]. - The X3 Pro model features advanced optical technology and aims to address outdoor visibility issues, while maintaining a lightweight design [17]. Ecosystem Building - Thunderbird is actively creating application scenarios by partnering with leading companies in various sectors, such as navigation with Gaode Map and payment solutions with Ant Group [20][21]. - The company is also enhancing its software ecosystem by integrating existing mobile applications into its RayNeo OS platform, allowing for immediate user engagement [21]. Conclusion - Thunderbird's approach of establishing clear use cases and competitive pricing is crucial for gaining market share in the AR glasses sector, while its long-term vision focuses on evolving these devices into independent smart terminals [22].

Core Insights - The company is actively expanding its partnerships with leading AR glasses brands both domestically and internationally, having completed optical and mechanical integration with mainstream AR glasses C-end brand clients [1] - Strategic collaborations have been established with Hengxuan Technology, Hainan Tianzhifeng, and Zhihui Technology to build an intelligent AR glasses ecosystem, aiming for the development and mass production of high-performance, cost-effective AR glasses by the end of the year [1] - The company has also completed AR glasses solution integration with professional AR glasses brand clients and is fully committed to advancing its AR glasses business [1] Industry Overview - Meta is currently the largest player in the AI glasses market, with a significant increase in sales driven by the RayBan Meta smart glasses, which sold 720,000 units in Q2 2025, up from 250,000 units in the same period last year, representing a growth of 188% [1] - Analysts predict that the release of new AI glasses by Meta will likely lead to a substantial increase in AI glasses shipments in Q4 of this year [1]

Core Insights - The AI glasses market is experiencing strong growth, with global shipments expected to surge by 158% to reach 5.1 million units by 2025, and projected to exceed 10 million units by 2026, ultimately reaching 35 million units by 2030, with a CAGR of 47% from 2025 to 2030 [1][3] Group 1 - Major consumer technology companies like Google and Xiaomi are accelerating their entry into the AI glasses market, driving its growth [1] - Meta has emerged as a pioneer in the AI glasses sector, with its collaboration with EssilorLuxottica and Ray-Ban being crucial in transforming the technology from a niche concept to a mainstream product [3] - The combination of EssilorLuxottica's distribution strength and Ray-Ban's cultural influence has helped overcome the challenges faced by earlier AI glasses like Google Glass [3] Group 2 - China is expected to become the second-largest AI glasses market globally, with shipments projected to reach 1.2 million units by 2026, accounting for 12% of the global market share [3] - The unique ecosystem in China, built by internet giants, smart device manufacturers, and emerging companies, provides a solid foundation for the development of AI glasses [3] - Current trends show that AI glasses manufacturers are increasingly focusing on locking users into their own ecosystems and AI platforms, which may limit the overall utility of the devices [3] Group 3 - Achieving platform-agnostic AI technology is essential for transforming AI glasses into everyday necessities, posing significant commercial and technical challenges for manufacturers [3]

Core Insights - The report from Guotou Securities highlights the shift in focus from broad applications to specific use cases in smart glasses, driven by technological advancements and cost constraints [1] - The smart glasses industry is entering a robust growth phase in 2023, following previous stages of technology validation, commercial trials, and product diversification [1] - AI glasses are emerging as a significant market segment, with Meta's Ray-Ban Meta leading the charge and expected to capture 98.68% of global AI glasses sales in 2024 [2] Smart Glasses Development - The development of smart glasses has gone through four phases: pre-2012 (technology validation), 2012-2016 (commercial trials), 2017-2022 (product diversification), and 2023 (robust growth) [1] - Smart glasses can be categorized based on optical display systems, with AI shooting glasses focusing on photography and voice interaction, VR glasses providing immersive experiences, and AR glasses overlaying virtual information on the real world [1] AI Glasses Market - AI glasses are characterized by the integration of cameras, Bluetooth controls, and voice interaction, sacrificing optical display for lightweight and low-cost designs [2] - The core logic of AI shooting glasses is to achieve portability and practicality for all-day wear, targeting markets previously dominated by action cameras [2] AR Glasses Insights - AR glasses utilize micro-displays and optical modules to project virtual images onto real-world scenes, categorized into viewing glasses and full-domain glasses [3] - Viewing glasses are lightweight and designed for portable viewing, while full-domain glasses are used for outdoor navigation and industrial applications, albeit at a higher price point [3] VR Glasses Overview - Traditional VR glasses focus on providing an immersive experience, primarily for gaming and viewing, with a market that is relatively mature [4] - The expected sales for traditional VR glasses in Q2 2025 is 1.26 million units, reflecting a year-on-year growth of 6.7% [4] Industry Chain and Competitive Landscape - The upstream sector focuses on chips, optical modules, and screens, with Micro OLED expected to become a primary solution for XR devices by 2030 [5] - In the midstream, Thunderbird Innovation holds a 50% market share in AI/AR glasses online sales, while PICO dominates the domestic VR market [5] - The downstream sector is supported by offline channels, with Doctor Glasses establishing over 100 smart display cabinets [5] Key Companies to Watch - Companies to monitor include Luxshare Precision and GoerTek in manufacturing, Sunny Optical Technology and OFILM in optics, and various firms in storage and display technologies [7]

Investment Rating - The report maintains an investment rating of "Outperform" with a target price set at 1599 CNY for the preferred stock [5][6]. Core Insights - The smart glasses industry is experiencing a significant evolution driven by optical display technology and AI integration, marking a transition into a robust growth phase since 2023 [1][17]. - The market for AI glasses, particularly those that integrate camera and voice interaction without optical display modules, is rapidly expanding, with Meta's Ray-Ban Meta leading the charge [2][38]. - The report identifies four main categories of smart glasses: AI shooting glasses, AR viewing glasses, AR full-domain glasses, and VR glasses, each with distinct technological and application characteristics [26][32]. Summary by Sections 1. Optical Technology Driving Product Iteration - The development of smart glasses can be categorized into four stages: 1) Early exploration (before 2012) focused on technology validation 2) Commercial trial (2012-2016) saw initial product launches like Google Glass 3) Product diversification (2017-2022) led to a variety of offerings 4) Robust growth phase (2023-present) characterized by significant technological advancements and market expansion [1.1][1.1.1][1.1.2][1.1.3][1.1.4]. 2. AI Glasses: A New Wave of Competition - AI glasses, particularly those that prioritize lightweight and low-cost designs by omitting optical display modules, are gaining traction. The Ray-Ban Meta has become a standout product, capturing a significant market share [2][38]. - The report notes that in 2024, Ray-Ban Meta is expected to account for 98.68% of global AI glasses sales, highlighting the competitive landscape dubbed the "Hundred Glasses War" [2][38]. 3. AR Glasses: The Ultimate Form of AI Glasses - AR glasses are categorized into AR viewing glasses and AR full-domain glasses, with the former focusing on portable viewing experiences and the latter on interactive applications like navigation and translation [3][30]. - The report emphasizes the ongoing technological iterations in AR glasses, particularly in display technologies such as Micro OLED and light guide systems, which are expected to enhance user experience [3.2][3.3]. 4. Traditional VR Glasses: Focus on Immersive Experience - Traditional VR glasses are designed for complete immersion, primarily targeting gaming and viewing experiences. The report notes that the market for VR glasses is relatively mature, with key players like Meta and PICO driving innovation [4][4.3]. 5. Industry Chain and Competitive Landscape - The upstream segment focuses on core components like chips and optical modules, with Micro OLED expected to become a primary solution for XR devices. The report forecasts that global Micro OLED shipments will reach approximately 399.57 million units by 2030 [10][10.1]. - The midstream market is dominated by companies like 雷鸟创新 and PICO, while the downstream segment is crucial for the practical deployment of smart glasses [10.2][10.3]. 6. Key Investment Targets - The report suggests monitoring key players in various segments, including manufacturing (立讯精密, 歌尔股份), optical technology (舜宇光学科技, 蓝特光学), and storage chips (佰维存储) [11][11.1].

Core Insights - The fourth Global Digital Trade Expo was held in Hangzhou, Zhejiang, showcasing Rokid's five AR glasses products, including Rokid Glasses, Rokid AR Lite, Rokid AR Studio, Rokid X-Craft, and Rokid Glass 3 [1] Group 1 - Rokid's highlight at the expo was the "AI glasses with display," emphasizing the display technology advantages in AI interaction [3] - The Rokid Glasses feature an integrated design that combines core components like chips, batteries, cameras, and microphones into a lightweight frame, resembling everyday glasses while balancing fashion and practicality [3] - Users can utilize voice or touch controls on the glasses' arms for functions such as prompting, translation, navigation, photography, payment, and AI Q&A, allowing information to overlay in their field of vision for an integrated audio-visual interaction experience [3] Group 2 - As a representative of a new form of AI interaction, Rokid's glasses embody the concept of "technology integrated into scenarios," aiming to provide seamless intelligent services [5] - The booth featured a scaled-up "big glasses" installation to dynamically showcase the display effects, attracting many visitors and becoming a popular photo spot [5] - An interactive experience area called "Cross-National Café" allowed visitors to wear Rokid glasses and engage in real-time multilingual conversations with foreign staff, demonstrating the application of AR translation in real-life scenarios [5] Group 3 - In addition to Rokid Glasses, attendees could experience other four AR products, with Rokid AR Lite offering an immersive viewing experience on a 300-inch virtual screen [7] - The industry application area displayed the deep applications of Rokid Glass 3, Rokid AR Studio, and Rokid X-Craft in sectors such as healthcare, electricity, and oil [7]