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In the first half of the year, China shipped 233000 AR/VR units, and the decline in the second quarter began to slow down

所属分类： Industry News

发布时间：2024-09-28

来源： IDC咨询

According to IDC's latest quarterly tracking report on the AR/VR headset market, in the first half of 2024, China shipped 233000 units (sales in caliber) of AR/VR headsets, a year-on-year decline of 29.1%. Among them, 20000 AR units were shipped, a year-on-year increase of 101.7%; ER shipped 102000 units, a year-on-year increase of 75.4%; MR shipped 66000 units, a year-on-year decrease of 49.3%; VR shipped 45000 units, a year-on-year decrease of 65.5%. The decline in the AR/VR market began to slow down in the second quarter, and IDC predicts that the overall market will see a turning point in the second half of 2024, with the expected decline rate narrowing to -7.1%.

Insights into the AR/VR market in the first half of 2024:

1. AR&ER Market

In the first half of 2024, a total of 122000 units were shipped in the domestic AR and ER markets, a year-on-year increase of 79.2%. In the first half of the year, the overall pattern of manufacturers remained stable, and the market temporarily reached saturation without any revolutionary breakthroughs in product technology, resulting in a slowdown in growth. Among them, the four top manufacturers accounted for 92.1% of the market share. At the same time, in the first half of the year, 111000 units were shipped in the domestic AR and ER consumer markets, and 11000 units were shipped in the commercial market. Many manufacturers have released new terminal devices this year, such as Xreal's Beam Pro and Rokid's Rokid Station2. The richness of content applications and usage scenarios has further promoted the growth of the market share of consumer grade viewing glasses

2. VR&MR market

In the first half of 2024, the domestic VR and MR markets shipped a total of 111000 units, a year-on-year decrease of 57.3%. Top manufacturers have experienced a contraction in shipments and continued to consume inventory, leading to a certain increase in market share in the mid to high end headset market. In the first half of the year, the market share of products priced above $600 reached 18.8%. At the end of the second quarter, the Apple Vision Pro officially entered the domestic market. From a product perspective, with Apple's sampling, more headset products began to shift towards high-end, while accelerating the layout of high-end B-end lines. Apple's entry has also driven more manufacturers to enter the market.

Outlook for the AR/VR Market in 2024

According to the latest 2024Q2 version of IDC's "AR/VR Head Display Market Quarterly Tracking Report Forecast", it is expected that 602000 units of AR/VR will be shipped in China throughout 2024, a year-on-year decrease of 17.1% compared to 2023.

Among them, the AR&ER market is expected to ship a total of 317000 units, a year-on-year increase of 21.2%. At present, viewing glasses are still the mainstream products in China. The dark horse brand Viture, which will develop overseas in the second half of the year, will enter the domestic market and is expected to bring new changes to the domestic ER glasses landscape. At the same time, the AI eyewear market is rising, and mobile phone manufacturers are beginning to make layouts. AR products equipped with optical screens and SLAM technology will become the next stage after eyewear upgrades. We can see that overseas VR leader Meta is also beginning to develop and layout AR product lines. In the future, VR and AR technologies will continue to integrate, forming a more unified XR product ecosystem.

The VR&MR market is expected to ship a total of 285000 units, a year-on-year decrease of 38.6%. Since the second quarter, VR large space projects have shown explosive growth under the joint promotion of manufacturers, content providers, and policies, becoming the main shipping point in the VR market. At present, the content of domestic large space projects mostly revolves around cultural and tourism history and exploration themes, with significant breakthroughs in both quantity and quality. With the entry of Apple, large space projects have also introduced MR outdoor space experiences using Vison Pro in form. In addition, in the MR field, more mobile phone manufacturers will enter the market from the end of 2024, and the first product will be launched in 2025.

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