China's consumer AI/AR market experienced robust growth in Q3 2025, with sales skyrocketing 186% year-over-year, according to CINNO Research. The AR segment maintained strong momentum, surpassing 129,000 units, with all-in-one AR glasses emerging as the standout performer at a 355% growth rate.

The domestic consumer AR market saw a 109% YoY increase in Q3, driven by brands like TCL's RayNeo (雷鸟), Rokid, and XREAL. Product categories showed divergent trends: split-type AR glasses, a relatively mature segment, grew modestly to 92,000 units, led by RayNeo and XREAL. Meanwhile, all-in-one AR glasses (with displays) surged 355%, fueled by new releases from Rokid and INMO (影目). Screenless AI glasses, such as XIAOMI-W's (01810) AI Smart Glasses and RayNeo’s V3, also gained traction as entry-level products.

The AR brand hierarchy saw RayNeo retain its top position, while Rokid jumped to second place after shipping 19,000 units of its Rokid Glasses. XREAL ranked third, with steady sales of its flagship split-type models, the XREAL ONE Pro and XREAL ONE.

During the Double 11 shopping festival, AI/AR glasses sales hit record highs on e-commerce platforms. New products from Alibaba’s Quark and BIDU-SW (09888) sold out instantly, highlighting strong demand. Affordable split-type AR glasses (e.g., RayNeo Air 4 series priced from ¥1,519 post-subsidy) accelerated market penetration beyond early adopters.

Looking ahead, the industry is expected to focus on higher brightness and lighter designs for split-type AR glasses, alongside advancements in full-color displays, higher resolution, and wider field-of-view. AI capabilities will also become a key competitive differentiator, with brands continuously refining smart features for enhanced user experiences.