According to the latest data from CINNO Research, the domestic consumer AI/AR market achieved a historic breakthrough in 2025, with annual sales reaching 696,000 units, a sharp increase of 109% year-over-year. Brands such as TCL RayNeo, XIAOMI-W, XREAL, and Rokid have become the core growth engines, driven by their innovative product portfolios. This growth highlights both structural bright spots from category diversification and exposes deep-seated challenges such as insufficient product strength and homogenized competition. The market is accelerating its transition from "hardware stacking" to "ecosystem competition." It is projected that the domestic consumer market will see sales growth of 65% or even higher in 2026.

In 2025, the domestic consumer AI/AR market achieved a milestone, with annual sales surging 109% year-over-year to 696,000 units. This performance is characterized by "steady growth in mature categories and explosive breakthroughs in emerging categories." From a category perspective: Split-type AR glasses, as a mature category, recorded annual sales of 368,000 units, up 53% year-over-year. Despite facing pressures from limited functionality and homogenized competition, they remain the market's foundation due to a rich price range of 999–5,000 yuan and continuous experience upgrades, serving as the primary gateway for mainstream users to access AR technology. All-in-one AR glasses (with displays) saw sales skyrocket 176% year-over-year, driven by brands like Leqi, Meizu, and Yingmu, becoming the benchmark for "all-day wear, lightweight design, and high immersion" scenarios. Consumer-grade functions such as translation, navigation, and AI assistants have become常态化 applications, marking a paradigm shift from "tool attributes" to "intelligent companion." Screenless AI glasses led annual growth with a 319% year-over-year increase, showing particularly explosive growth in the second and third quarters. Tech giants like Meta, XIAOMI-W, Alibaba, and Baidu intensively launched over 30 new products, covering a price range of 500–4,500 yuan. However, a quarter-over-quarter decline in Q4 exposed industry pain points—many products, lacking proprietary content ecosystems or vertical scenario services, fell into the trap of homogenized competition, struggling to build differentiated competitiveness.

In terms of the overall AI/AR brand landscape, TCL RayNeo leads by an absolute margin, followed by XIAOMI-W in second place. TCL RayNeo secured the top position with a 32% market share in 2025, with sales surging 125% year-over-year. Its core advantages lie in a multi-product line layout combining AI and AR, along with solid product capabilities. Specifically, the RayNeo Air series has maintained strong growth momentum over the past four years, with the new Air 4/Pro models launched in 2025 driving significant growth through optical and audio upgrades. The color waveguide glasses X3 Pro firmly established themselves in the high-end smart glasses market, ranking first in sales in the 5,000 yuan and above price segment. In 2026, TCL RayNeo will continue its multi-product line strategy, focusing on enhancing basic product experiences and functional upgrades, such as reducing weight, extending battery life, and exploring large AI model capabilities. Additionally, during CES 2026, the company showcased the X3 Pro Project eSIM smart glasses, demonstrating seamless connectivity scenarios. XIAOMI-W ranked second with a 15% market share. Its first AI smart glasses achieved total sales of 105,000 units, topping the sales charts for multiple consecutive months in the second and third quarters, leveraging its brand influence. XREAL, which has long focused on split-type AR headsets, held third place with a 12% market share. Its flagship models, XREAL ONE Pro/ONE, built a reputation among professional users through high-resolution displays and low-latency interaction, creating differentiated competitiveness. The company plans to launch two new products in 2026, focusing on lightweight design and multi-modal interaction upgrades. Rokid emerged as a highlight in the second half of 2025. After more than a year of preparation, Rokid Glasses strongly topped the all-in-one AR glasses category, demonstrating robust market competitiveness. In the split-type headset segment, although it entered early, sales remained stable, not matching the standout performance of its all-in-one glasses. In terms of ecosystem expansion, Rokid's AI glasses, developed in collaboration with Baolong, ranked in the top three in model sales last November and December. Although these sales were not counted under Rokid, the "brand collaboration + channel sharing" model enabled penetration into the mass market and enhanced brand influence.

Looking ahead, scenario expansion will be key. The core value of AI/AR glasses lies in delivering deep service value through "data accumulation and assisted decision-making," built on the technological foundation of "all-day wear and visual/auditory perception." The market needs to drive upgrades from "single-product competition" to "ecosystem competition" through breakthroughs in lightweight technology (such as full-color Micro LED displays), integration of large AI models, and the construction of cross-platform content ecosystems. This will enable AR glasses to achieve a virtuous cycle of "consumer recovery, scenario expansion, and ecosystem refinement." According to CINNO Research projections, the domestic consumer market is expected to see year-over-year sales growth of over 65% in 2026.