According to market research, the 2026 618 online shopping festival has concluded, witnessing a concentrated surge in the domestic consumer AR device market. The bestselling product landscape during the promotional period closely aligned with the foundational market structure observed in May.
Market monitoring data indicates that in May, three primary price segments for consumer AR devices—¥1,000-2,000, ¥2,000-3,000, and ¥3,000-4,000—collectively accounted for over 85% of total sales, firmly securing the main incremental growth in the consumer market. Notably, the core bestsellers within these mainstream price bands were predominantly new products launched in May. These products, leveraging precise pricing, mass-market-oriented design, and breakthrough technological upgrades, consistently topped sales charts across their respective price segments during the promotion, achieving simultaneous surges in sales volume and user acclaim. This validates the mature and stable competitive landscape of price bands in the current domestic AR device market and signals the industry's formal entry into a new phase of scaled consumption characterized by lightweight design, high quality, and scenario-specific applications.
¥1,000-2,000 Price Segment: New Products Break Through, Lightweight Design and Display Quality Are Key
Market data shows that in May, the ¥1,000-2,000 price segment for consumer AR devices held a steady 28.5% market share, ranking second. This segment is also the most densely populated with new product launches and the most fiercely competitive core battleground, a pattern that continued entirely during the 618 festival. Within this segment, new products led comprehensively, driving strong sales growth. Two major products launched in May, the LeiNiao GT and the XREAL xbx a01, achieved breakout success with precise differentiated positioning, capturing the core sales volume of this segment. They became the primary drivers of the sales explosion in the sub-¥2,000 AR device market during this 618 festival, fundamentally reshaping the segment's bestselling landscape.
The LeiNiao GT series, officially launched on May 27th, directly addresses core pain points for general users regarding audiovisual entertainment and daily wear comfort. As the world's first AR headset supporting Dolby Vision, it features a Vision 4000 display chip and a Zone 360 spatial chip, enabling 3DoF spatial positioning. Utilizing dual-layer Micro OLED panels, it achieves a peak brightness of 1,200 nits and 98% DCI-P3 wide color gamut coverage, maximizing display quality. It is also equipped with 3,840Hz high-frequency PWM dimming to effectively reduce visual fatigue during prolonged use, paired with a B&O co-tuned quad-speaker system, creating a fully immersive audiovisual experience for users and attracting a large number of essential-use customers during the 618 promotion.
Launched around the same time, the XREAL xbx a01 follows a differentiated path of "extreme lightweight design + sports scenario adaptation." The entire device weighs only 62g, dropping to 56g after removing the front frame, significantly enhancing daily wear comfort. Its industry-first ultra-clear spatial anti-shake technology, using 1,000Hz microsecond-level motion capture and 120Hz millisecond-level image rendering, solves the problem of screen jitter in mobile scenarios, making it a benchmark product in the sub-¥2,000 segment that balances display quality and practicality.
¥2,000-3,000 Price Segment: Top Market Share, Mature Models and New Products Lead in Tandem
Market data shows that in May, the ¥2,000-3,000 price segment for consumer AR devices led the entire industry with a 33.5% market share, rightfully earning its title as the "golden price band" for AR devices. This mainstream market structure was fully validated during the 618 promotion, becoming the segment contributing the highest sales volume. The industry's long-established pattern of "mature models stabilizing the base, new product tech upgrades breaking through for growth" continued to hold. Among them, ROKID Glasses became the mainstay model in this segment due to stable product performance and user reputation. The LeiNiao GT Max continued to break through with its scenario-based advantages, quickly gaining traction during 618 and successfully entering the core lineup of mid-to-high-end bestselling models.
As a new entrant in this price band, the core competitiveness of the LeiNiao GT Max lies in its industry-leading 59-degree field of view (FOV). It features a new Peacock Light Engine 3.0Max, utilizing a glass-plastic hybrid prism optical module to increase the FOV to 59 degrees. Compared to traditional 45-degree FOV products, the display area is increased by approximately 86%, equivalent to a 267-inch giant screen at a 6-meter distance, offering an immersive experience close to IMAX cinema levels. Simultaneously, its 78g body weight balances the dual core needs of a large FOV and lightweight design. Furthermore, its complete Dolby Vision triple-end certification (content, decoding, display) enables full-chain optimization from source to display, providing users with a professional-grade viewing experience.
¥3,000-4,000 Price Segment: Audiovisual and Scenario-Specific Features Are Core Drivers, VITURE Beast Leads
Market data shows that in May, the ¥3,000-4,000 price segment for consumer AR devices held a 23.6% share, ranking third. This segment is the core interval for brands to implement high-end technologies. Users' high demands for display quality, FOV, and scenario adaptation give models in this price range strong differentiated competitiveness. The 618 high-end bestselling list completely mirrored the mainstream model lineup from May.
During the promotion, shipment volumes for core mainstay models from May, including the VITURE Beast, INMO GO3, and VITURE Luma, steadily climbed. Among them, the benchmark 2026 new product, the VITURE Beast, continued to lead this price segment, becoming the core engine for sales growth in the 618 high-end market.
The VITURE Beast positions "Big Enough, Bright Enough, Smart Enough" as its core competitiveness, offering top-tier audiovisual specifications: a 58-degree FOV, 1,250 nits peak brightness, a Sony Micro OLED screen, and Harman Kardon custom-tuned audio, creating audio-visual effects comparable to a professional cinema. Its built-in native 3DoF technology supports a 174-inch virtual giant screen display, while its 2D-to-3D real-time conversion feature expands content playability. Additionally, the product supports direct connection to various devices and adapts to multiple scenarios like gaming, office work, and entertainment, making it the preferred choice for high-end users.
The INMO GO3, with its slim design and independent system, focuses on mobile office and portable large-screen scenarios, attracting a significant number of business users.
Other Price Segments: Niche Markets Develop Steadily, Clear Division Between High-End and Entry-Level
Combined with complete May sales share data, aside from the three major price segments, other subdivided price bands have relatively limited market volume. This segmented structure remained consistent during the 618 promotion. The ¥4,000-5,000 price segment ranked fourth in the industry with an 11.5% share. The Kuake S1 has long held the core position in this price range and was the only consistently hot-selling model in this interval during 618.
The ultra-high-end market above ¥5,000 (2.7% share) and the entry-level market below ¥1,000 (0.2% share) remain in the industry's cultivation phase. Ultra-high-end models focus on technological exploration and niche high-end experiences, while entry-level models lack competitiveness due to cost and experience limitations. Neither segment generated scaled sales volume during 618, with overall market performance remaining stable.
Comments