2025年国内消费级AI /AR市场实现里程碑式突破——全年销量达69.6万台，同比激增109%， 形成 " 成熟品类稳健增长、新兴品类爆发突破 " 的双重特征。从品类结构看： CINNO Research 简评 一、 2025年 国内消费级 AI /AR市场销量同比激增 109 % " 据CINNO Re s e a r c h最新数据显示，2025年国内消费级AI /AR市场迎来历史性突破——全年 销量达69.6万台，同比激增109%，雷鸟、小米、XREAL、Rok id等品牌凭借创新产品矩阵成为 核心增长引擎。这一增长背后，既呈现品类分化的结构性亮点，也暴露出产品力不足、同质化竞 争等深层挑战，市场正从"硬件堆叠"向"生态竞争"加速转型，预计2026年国内消费级市场销量 同比增长65%，甚至更高。 " 分 体 式 AR 眼 镜 作 为 成 熟 品 类 ， 全 年 销 量 36.8 万 台 ， 同 比 增 长 53% 。 尽 管 面 临 功 能 单 一、同质化竞争压力，但凭借999~5,000元的丰富价格带与持续体验升级，仍稳居市场基 本盘，成为大众用户触达AR技术的核心入口。 一体式 AR眼镜 （带屏） ...

Group 1 - The Chinese consumer-grade AI/AR glasses market experienced explosive growth, with sales reaching 262,000 units in the first half of 2025, a year-on-year increase of 73% [1][2] - The market is driven by government subsidies and the 618 e-commerce promotion, leading to a new wave of product iteration across three major segments: split AR glasses, screen AI glasses, and non-screen AI glasses [2][6] - Non-screen AI glasses led the market with a staggering year-on-year growth of 463%, driven by products like Thunder V3 and Xiaomi AI smart glasses, which integrate AI voice interaction and health monitoring features [2][4] Group 2 - Local brands are diversifying the market, with Thunder leading with a 39% market share and a year-on-year sales increase of 113%, while Xiaomi entered the market with a 12% share, achieving rapid sales growth [4][5] - Thunder's new product launches, including the Air 3S series and X3 Pro AR glasses, have contributed to its strong market position, while Xiaomi's AI glasses achieved 31,000 units sold in the first week [4][5] Group 3 - The dual engines of government policy and e-commerce promotions have significantly boosted the AI/AR market, with consumers benefiting from a 15% subsidy and promotional discounts during the 618 shopping festival [6] - During the core promotional period from May 20 to June 20, sales of AI/AR products across major e-commerce platforms reached 59,000 units, with AR products seeing an increase of over 130% [6] Group 4 - Local brands are focusing on building a content ecosystem to achieve breakthroughs, emphasizing cross-device collaboration, cross-domain applications, and cross-industry cooperation [8] - The integration of AR devices with mobile phones and partnerships with cloud services and content platforms are key strategies for enhancing user experience and expanding market applications [8]