CINNO Research Chief Analyst Zhou Hua (Charley) stated that during the second quarter of 2026, the Chinese consumer-grade split AR glasses market experienced accelerated differentiation, with the premium segment priced above 3,000 yuan emerging as the industry's primary growth engine.

According to CINNO XResearch monitoring data, VITURE achieved the top position in both sales volume and revenue in China's high-end AR glasses market, continuously strengthening its competitive edge in the premium sector. While solidifying its high-end base, the brand is also beginning to expand into the mass-market price bracket of around 1,000 yuan, aiming to drive flagship technology adoption and initiate a dual-track strategy that targets both the premium and mainstream markets.

A detailed breakdown of price structure data reveals that the high-end market channel above 3,000 yuan is experiencing a surge, functioning as the core incremental engine driving industry growth. Long-term focused on the premium positioning, VITURE has deeply cultivated the high-value market, taking a differentiated competitive route and establishing itself as a benchmark for the domestic high-end XR glasses industry.

In May, VITURE launched its flagship annual AR glasses, the VITURE Beast, which precisely meets the needs of high-net-worth individuals such as audio-visual enthusiasts and business travelers requiring mobile office solutions. This move continues to realize the premium value of high-end products, validating the market logic that high-end users are willing to pay for ultra-clear image quality, lightweight wear, and seamless cross-scenario experiences, thereby continuously defining the standards for the high-end AR glasses experience.