Core Insights - The global smart glasses market is projected to reach 4.296 million units in Q3 2025, reflecting a significant year-on-year growth of 74.1% [1] - Meta maintains a dominant market position with a 75.7% market share, driven by the launch of innovative products such as Ray-Ban Meta 2nd generation and Oakley sports line [1] - Chinese companies Xiaomi, Thunder, Xreal, and Viture have successfully entered the top five global market players, showcasing their increasing innovation capabilities and international competitiveness [1] Market Performance - The global audio and audio-capturing glasses market has seen a remarkable surge, with shipments reaching 2.994 million units, a year-on-year increase of 287.5% [1] - The AR/VR market, however, experienced a decline in shipments, totaling 1.302 million units, down 23.2% year-on-year, indicating structural differentiation within the market [1] - Key regional markets such as North America, Western Europe, China, and Asia-Pacific (excluding China and Japan) achieved over 50% year-on-year growth, with Western Europe leading at 106.5% [2] China Market Insights - In Q3 2025, China's smart glasses market is expected to ship 623,000 units, marking a year-on-year growth of 62.3% [5] - The audio and audio-capturing glasses segment in China is projected to ship 454,000 units, reflecting a 79.2% increase year-on-year, while the AR/VR segment is expected to reach 169,000 units, growing by 29.4% [5] - IDC forecasts that by 2026, China's smart glasses market will continue to grow rapidly, with shipments anticipated to reach 4.508 million units, a year-on-year increase of 77.7% [5]

Core Insights - The global smart eyewear market is projected to ship 4.296 million units in Q3 2025, representing a year-on-year growth of 74.1% [1] - The audio and audio-capturing glasses segment is expected to see a significant increase in shipments, with a year-on-year growth of 287.5%, while the AR/VR segment is experiencing a decline of 23.2% [1] - Meta has launched new products, achieving a market share of 75.7%, while Chinese manufacturers like Xiaomi, Thunder, Xreal, and Viture are also gaining traction in the market [1] Global Market Overview - The global smart eyewear market is expected to see a shipment of 4.296 million units in Q3 2025, with a year-on-year growth of 74.1% [1] - The audio and audio-capturing glasses market is projected to ship 2.994 million units, showing a remarkable growth of 287.5% [1] - The AR/VR market is expected to ship 1.302 million units, but it is facing a decline of 23.2% [1] Chinese Market Insights - The Chinese smart eyewear market is projected to ship 623,000 units in Q3 2025, reflecting a year-on-year growth of 62.3% [3] - The audio and audio-capturing glasses segment in China is expected to ship 454,000 units, with a year-on-year growth of 79.2% [5] - The AR/VR market in China is expected to ship 169,000 units, showing a year-on-year growth of 29.4% [6] Product Innovations and Trends - Major Chinese brands are launching new products, including Alibaba's Quark G1 and Baidu's AI glasses, which are expected to enhance market dynamics [5] - The proportion of products supporting large models has reached 49.5%, indicating a trend towards AI integration in smart eyewear [5] - The AR/ER category is leading growth in the AR/VR market, with a market share of 83.4% and a year-on-year growth of 142.3% [6] Future Projections - The Chinese smart eyewear market is expected to reach 4.508 million units by 2026, with a year-on-year growth of 77.7% [6] - The audio and audio-capturing glasses segment is projected to ship 3.434 million units, reflecting a growth of 68.1% [6] - The AR/VR device shipments are expected to reach 1.073 million units, with a year-on-year growth of 62.1% [6] Competitive Landscape - The smart eyewear market is entering a phase of scale growth, with major companies launching new products and driving technological innovation [8] - Competition is shifting towards ecosystem collaboration, content integration, and practical application scenarios [8] - The market is expected to see a more diverse competitive landscape, with a focus on user experience, AI functionality, and ecosystem completeness [9]