Shulou(Shulou.com)11/24 Report--

CTOnews.com reported on April 10 that in 2022, China's VR / AR equipment market sales exceeded one million units for the first time, reaching 1.2 million units, doubling the growth. According to the monthly tracking of China's VR / AR equipment online Retail Market (China VR / AR Online Retail Market Monthly Tracker) released by RUNTO, sales of the main online retail platforms of VR / AR virtual reality devices in the first quarter of 2023 were 67000, down 17% from the same period last year, and the average price reached 3469 yuan, down 21 yuan from the same period.

The application scenarios of VR / AR devices are mainly divided into B-end industry commercial and C-end consumption, and online and offline from the channel. In 2022, about 70% of the overall market size comes from the C-end consumer market, while the main sales channel for consumer-grade products is the online e-commerce platform, which accounts for 40% of the overall market size. Therefore, the e-commerce platform is the barometer and main position of the overall market.

Sales volume and average price of VR / AR online retail market in China from 2022 to 2023, unit: 10,000 units, yuan. (excluding Douyin, Kuaishou and pinduoduo platforms) globally, the main sales regions of the VR / AR market are still in the United States, Europe, Japan, South Korea and other developed economies. In 2022, the global VR / AR head display equipment shipments reached 9.1 million units, of which the Chinese market accounted for only 13%.

2020-2025F Global VR / AR head display device shipments trend, unit: ten thousand units,% AR (enhanced display) device segment, Thunderbird and Nreal ranked first and second in online major retail channel sales, respectively, with a combined share of more than 70 per cent in the first quarter of 2023.

Thunderbird has long followed TCL to enter the Chinese television and intelligent system operation market. Thunderbird Innovation is the dark horse in the AR market. Under the incubation of TCL Electronics, it has been established for less than 2 years, focusing on the distribution of AR, and the first round of financing has been completed at the beginning of March this year. The online market share in the first quarter was 44.8%.

Nreal will ship nearly 100000 units in 2022, and its main advantage is in the global market. The online share in the first quarter of 2023 was 31.5%.

Rokid released a series of products such as the new AR smart glasses Rokid Max in March, and announced a comprehensive cooperation agreement with Digital China, a distribution channel, to deepen the online and offline omni-channel layout. The online share in the first quarter of 2023 was 15.4%.

2023Q1 China AR online retail market brand sales share, unit:% (excluding Douyin, Kuaishou, pinduoduo platform) VR (virtual display) device segment, byte jump's brand PICO ranked first in the first quarter of 2023 with 78.9% online market share, far surpassing other brands. In February, PICO launched BIT-CLUB, the world's first VR music interactive product, upgrading the new interactive way of VR concerts.

2022 is a year of conquering the city and grabbing land for PICO. Under the support and pressure of bytes, the market price has been greatly reduced, and finally about 750000 units have been shipped. Although the target of 1 million units has not been reached, the performance is still remarkable. In 2023, the company's manpower organization, operating costs and market shipping targets have been adjusted downwards.

The second largest online market in the first quarter was iqiyi Adventures, with a share of less than 5 per cent. Iqiyi recently signed a strategic cooperation agreement with JD.com Science and Technology, and the two sides will carry out innovative cooperation in the fields of intelligent platform construction, global user growth, and industrial meta-universe.

On the whole, the competition difficulty of VR market is higher than that of AR market. The price war in the Chinese market in 2022 directly scared off some brands, either postponing procurement plans or lowering shipping targets.

2023Q1 China VR online retail market brand sales share, unit:% (excluding Douyin, Kuaishou, pinduoduo platform) from this year's debut of various devices, Xiaomi, OPPO, Nubia, Thunderbird innovation and other manufacturers have released AR terminal devices, Canon, HTC, Skyworth, NOLO have launched VR / MR new products.

The agency believes that wireless and lightweight will be a more clear trend in the VR / AR industry. The upstream supply chain, whether chips, communications, solutions or manufacturers are trying to break through the technical bottleneck of the industrial chain.

2023Q1 China VR / AR market key brand new product list February 10 this year, BOE's new G6 display device production line started in Beijing. The investment reaches 29 billion yuan and the design capacity is 50,000 pieces per month, which is expected to be mass produced by 2025. The main product is the use of LTPO (CTOnews.com Note: full name Low Temperature Polycrystalline Oxide, low temperature polycrystalline oxide) technology, the production of high PPI metacosmos core device VR panel.

RUNTO forecasts a scale of about 12.7 million units for the whole of 2023, up nearly 40 per cent from 2022.

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