China’s Consumer XR Sales Hit 261,000 in H1 2025, Full-Year Growth Expectedat 6.5%

Data showed that China’s consumer XR device sales reached

261,000 units in H1 2025, up 9% from the previous quarter but down 21% YoY. AR

devices drove growth with 186,000 units (+35% YoY), while VR devices fell to 75,000

units, a three-year low. Full-year XR sales are projected at 606,000 units, up 6.5%,led by AR.

In VR, PICO leads with 46% market share, Meta 28%, and Goovis 7%. AR

competition is fiercer: TCL RayNeo holds 35%, XREAL 22%, and Dream Smart

Group third.

Technically, Fast LCD dominates VR at 87%, while Micro OLED leads AR at 87%,

mainly from Sony, with local supplier Shiya Tech growing via TCL RayNeo

partnership. Waveguide tech remains at 13%, costs down 40%, gradually entering

the consumer market.