IDC：2024年中国AR市场出货预计增长101.0%

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src="https://www.fromgeek.com/api.php?op=count&id=619531&modelid=1"></script> <li class="date"><span>2023-12-22 15:31:00</span></li> <script type="text/javascript"> var i=parseInt($("#hits").html()); if (i > 10000) { var j = Math.round(i/10000); $("#hits").html(j+"万"); }; </script> <li class="source"><p>来源：C114通信网 </p></li> <li class="key"><i class="iconfont icon-Add-critical-process"></i><span>相关关键词</span> <ul> <li><a href="https://www.fromgeek.com/AR_1.html" title="AR"><span style="color: rgb(191, 191, 191);">AR</span></a></li><li><a href="https://www.fromgeek.com/%E5%87%BA%E8%B4%A7_1.html" title="出货"><span style="color: rgb(191, 191, 191);">出货</span></a></li><li><a href="https://www.fromgeek.com/IDC_1.html" title="IDC"><span style="color: rgb(191, 191, 191);">IDC</span></a></li> </ul> </li> <div class="clear"></div> </ul> </div> <article> <p>2024年将是AR/VR产业发展漫长画卷中至关重要的一年。十年磨一剑的Apple Vision Pro终将亮相消费者市场，头部开发者将交出怎样的答卷？</p><p>IDC昨日总结并给出了2024年中国AR/VR市场的十大洞察，具体内容如下：</p><p><strong>洞察一：2024年，中国AR市场出货预计增长101.0%，分体式AR出货预计占整体AR市场的87.6%</strong></p><p>2023全年，中国AR市场全年出货预计24万台，同比增长133.9%。其中一体式AR出货预计3.5万台，分体式预计AR（目前产品大多需连接智能手机使用）出货20.5万台。2024年，AR出货预计将持续高速增长，增速预计达101.0%。分体式AR仍将是AR品类的主流，但值得关注的是，伴随高通AR专用芯片发布及光波导技术进步，主流厂商将接连发布或迭代一体式AR眼镜，预计2024年全年出货6万台，增长68.5%。</p><p><strong>洞察二： <a href="https://www.fromgeek.com/AI_1.html" target="_blank" class="keylink">AI</a>助力AR/VR设备向智慧生活场景加速渗透，AR硬件厂商与大模型厂商合作持续深化</strong></p><p>2024年，<a href="https://www.fromgeek.com/AI_1.html" target="_blank" class="keylink">AI</a>+AR的发展趋势将助力眼镜产品实现更好的NLP交互及显示画面呈现。高速的文本处理、准确的智能问答对话、精准的语义理解、高效的指令识别都将在实时翻译、导航出行、视频摄影、生活助手等类型的应用中大放异彩。AR硬件厂商将并行自研+合作模式，与大模型厂商合作款硬件也将陆续上线，引导用户体验、接受、依赖更为高效便捷的新型生产力工具。</p><p><strong>洞察三: 图像处理芯片强势入局，高效处理实时信息助力虚实无缝衔接</strong></p><p>Apple Vision Pro采用的M2+R1双芯片设计形式使得图像处理芯片的重要性被广泛关注。在视觉体验和空间体验方面，图像处理芯片提供对感官输入的实时处理，降低用户感知周围环境的延时，助力虚实无缝连接。国产芯片厂商在此领域的布局也在不断深化。</p><p><strong>洞察四: 围绕视觉体验核心进入“1+3”时代，嗅觉、触觉、听觉感官体验全方位升级，相关组件性能进入高速优化期</strong></p><p>2024年，VR设备将大步实现从LCD屏到Micro-OLED屏幕的显示升级，AR眼镜在光学方案上，也将进行Birdbath方案到光波导方案的产品过渡，视觉体验将大幅改善。在视觉之外，在发声单元上，AR眼镜定向扬声器在定向传播、音质、隐私方面的设计也将成为厂商竞争的关键点。气体传感器、VR交互手套、手柄线性马达等技术仍将继续优化，以视觉体验为核心，嗅觉、触觉、听觉感官体验全方位升级。</p><p><strong>洞察五：场景差异催生多模态交互持续发展，多种交互方式将长期共存</strong></p><p>差异化场景需求决定了AR/VR设备在未来将是多种交互方式共存。在娱乐影音、健身运动等场景中，手柄将发挥重要作用；而智能戒指、指环可以帮助用户更好的配合语音实行对AR眼镜的控制；在混合现实头显的生产力场景应用中，手势交互将更为高效率简洁。多种交互方式将互作补充，共同发展。</p><p><strong>洞察六：XR设备与其他终端连接紧密度提升，门槛下降</strong></p><p>过去，AR/VR设备与外界终端的连接主要通过PC和手机，对于PC的CPU、GPU配置以及手机品牌型号仍有诸多要求与限制。随着连接适配器及应用适配度不断提升，平板电脑、主机游戏机（Switch、PS、Xbox等）、智能汽车都将更好地与AR/VR设备连接，AR/VR设备将更为顺畅的融入智能终端生态，在出行、生产力、娱乐场景中发挥作用。</p><p><strong>洞察七：关键部分供应链成本下探持续， XR产业链多个环节国产占比将持续提升</strong></p><p>2024年随着Apple Vision Pro上市，国产供应链加速切入，显示屏幕成本开始下探。厂商成本压力开始改善,在后补贴时代更易实现硬件盈利。从供应链布局看，在整机组装、图像芯片、显示屏幕、扬声器、电池等多个环节中，国产占比将持续提升。</p><p><strong>洞察八：线下渠道体系不断丰富，厂商进入全方位的销售渠道、营销策略、内容布局、供应链成本的多维度竞争</strong></p><p>从渠道体系布局来看，厂商越来越多的开始与总代合作，在线下零售门店方面加大成本投入及布局力度。从营销投放来看，数码爱好者仍是目前厂商广告投放的重点目标人群。在内容布局上，厂商内容应用采取引进+自研并行路线展开竞争。从供应链成本来看，手机等传统硬件厂商更具优势。目前AR/VR终端厂商竞争已从单一的硬件产品竞争，开始转变为销售渠道、营销策略、内容布局、供应链成本的多维度竞争。</p><p><strong>洞察九：厂商格局面临重新洗牌</strong></p><p>2023年前三季度，Pico在中国VR市场出货份额达58.5%，前三季度均为第一；AR市场出货中，Xreal、雷鸟、Rokid出货占比超70%，排名各季度有所变化。值得注意的是，今年也是中国AR/VR厂商困难重重的一年，若干头部厂商接连面临了裁员、架构调整、资金链困难甚至退出市场等诸多难题。2024年，海外头部厂商有望进入中国市场，Apple新品强势入局，手机厂商AR眼镜新品蓄势待发，中国市场厂商竞争格局充满变数。</p><p><strong>洞察十</strong>：<strong>国内虚拟现实产业标准统一进度将持续加快</strong></p><p>近年工信部等单位多次发布虚拟现实与行业应用融合发展行动计划等文件，从基础通用、内容生产、内容分法、测试评价等多方面推动行业标准统一。兼容困难，格式差异、成本高昂仍是全行业需要共同解决的问题。2024年，国内虚拟现实产业标准统一进度将持续加快。</p> <p style="text-align: center;"><button id="haibaobtn"><i class="iconfont icon-tuwen"></i>生成海报</button></p> <div class="correlation"> <ul> <li><a href="/xr/1245-671108.html" 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