Core Insights - The domestic XR consumer market in China is experiencing a significant divergence, with VR device sales declining while AR device sales are growing rapidly [1] VR Market - In the first half of 2025, domestic consumer-grade VR device sales reached only 75,000 units, marking the lowest sales for the same period in nearly three years [2] - The decline is attributed to insufficient investment in the domestic VR content ecosystem and a lack of major new product releases [2] - The market share is relatively stable, with PICO leading at 46%, followed by Meta at 28%, and Goovis at 7% [2] - Major VR manufacturers are focusing on cost control and ecosystem integration to maintain their core market shares [2] - Fast LCD screens regained an 87% market share in VR devices, while Micro OLED screens remain primarily in high-end products [2] AR Market - In contrast to VR, domestic consumer-grade AR device sales reached 186,000 units in the first half of 2025, showing a year-on-year growth of 35% and a quarter-on-quarter growth of 28% [3] - This growth is driven by the continuous release of new AR glasses and government subsidies combined with promotional events like the "618" e-commerce festival [3] - The AR market is becoming increasingly competitive, with Thunder Innovation leading at 35% market share, followed by XREAL at 22% and Xingji Meizu in third place [3] - Micro OLED screens dominate the AR device market with an 87% share, while domestic screen manufacturer Visionary Technology has increased its market share by 30 percentage points through partnerships [3] - The market share for waveguide technology remains stable at 13%, with companies like Kunyou Optoelectronics and Zhige Technology reducing costs and enhancing product features [3] Annual Forecast - CINNO Research predicts that the overall sales of domestic consumer-grade XR devices will reach 606,000 units in 2025, representing a year-on-year growth of 6.5%, primarily driven by the continued strength of AR devices [4]