According to the latest China XR Device Retail Market Tracking Report released by RUNTO Technology, total all-channel sales of consumer-grade XR devices (including AR and VR/MR) in China reached 147,000 units in Q1 2025, marking a year-on-year growth of 26.7%. Sales revenue stood at CNY 460 million, up 25.5% year-on-year.

 In terms of categories, VR/MR device sales reached 56,000 units, a year-on-year decline of 24%. Meanwhile, AR device sales surged to 91,000 units, representing a significant year-on-year increase of 116%. Since last year, the market trends of VR/MR and AR have started to diverge, with AR overtaking VR/MR in market position by Q4 2024.

Quarterly Sales Trend of China’s Consumer XR Device Market (2024–Q1 2025), Data Source: RUNTO, All-Channel, Unit: 10,000 units

AI glasses, a standout category among head-mounted devices and a new product emerging from the XR industry chain, also experienced strong growth. Total all-channel sales of AI glasses (including AI+AR) reached 71,000 units in Q1 2025, a sharp year-on-year increase of 193%.

RUNTO also reported that in China’s public online retail market (excluding emerging platforms like Pinduoduo, Douyin, and Kuaishou), XR device sales accounted for 49.7% of total sales in Q1 2025, reaching 73,000 units—a 43.2% increase from the same period last year. Online sales revenue hit CNY 230 million, up 41.9% year-on-year.

In the online segment, AR surpassed VR/MR even earlier, with the shift occurring in Q2 2024. The sales ratio changed from 49:51 in Q1 2024 to 71:29 in Q1 2025, with AR devices firmly taking the lead in the consumer XR retail market.