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margin-bottom: 0px; padding: 0px; border: 0px; outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box; font-family: "PingFang SC,Helvetica Neue,Helvetica,Arial,Hiragino Sans GB,Microsoft Yahei,微软雅黑,STHeiti,华文细黑,sans-serif"; white-space: normal; background-color: rgb(255, 255, 255);">2月29日，国际数据公司（IDC）发布的最新报告显示，2023年，中国AR/VR头显出货72.5万台（sales-in口径），同比2022年下滑39.8%。其中AR出货26.2万台，同比上涨154.4%，VR出货46.3万台，同比下滑57.9%。<br style="margin: 0px; padding: 0px; border: 0px; outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box;"/><br style="margin: 0px; padding: 0px; border: 0px; outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box;"/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box; font-family: "PingFang SC,Helvetica Neue,Helvetica,Arial,Hiragino Sans GB,Microsoft Yahei,微软雅黑,STHeiti,华文细黑,sans-serif"; white-space: normal; background-color: rgb(255, 255, 255); text-align: center;"><img src="https://zydz.site-design.cn/uploads/20240304/%7DC]QPSW)MW6B~G4B]L%7DTV4D_tmb.jpg" alt="}C]QPSW)MW6B~G4B]L}TV4D_tmb.jpg" style="margin: 0px; padding: 0px; border: none; outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box; display: inline-block; height: auto !important; max-width: 100%;"/></p><p style="margin-top: 0px; margin-bottom: 0px; padding: 0px; border: 0px; outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box; font-family: "PingFang SC,Helvetica Neue,Helvetica,Arial,Hiragino Sans GB,Microsoft Yahei,微软雅黑,STHeiti,华文细黑,sans-serif"; white-space: normal; background-color: rgb(255, 255, 255);"><img src="http://www.ic-ceca.org.cn/assets/addons/ueditor/themes/default/images/spacer.gif" style="margin: 0px; padding: 0px; border: 1px solid rgb(221, 221, 221); outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box; display: inline-block; height: auto !important; max-width: 100%; background: url("/assets/addons/ueditor/i18n/zh-cn/images/localimage.png") center center no-repeat;"/><br style="margin: 0px; padding: 0px; border: 0px; outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box;"/>2023全年，AR出货占整体中国市场AR/VR出货的36.1%，创历史新高，其中在第四季度AR出货11.8万台，VR出货11万台，部分AR厂商虽存在渠道压货情况，但这也是中国市场AR出货量首次单季度超过VR。<br style="margin: 0px; padding: 0px; border: 0px; outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box;"/><br style="margin: 0px; padding: 0px; border: 0px; outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box;"/>对于2024年AR/VR市场，IDC认为，AI研发能力方面，从2023年底开始，AI+AR帮助用户实现更好的NLP交互及显示画面呈现，在内容生成、翻译、导航等多个AR主要使用场景中，在当前硬件水平较为接近的情况下，AI能力差异将成为厂商产品区分度的关键。<br style="margin: 0px; padding: 0px; border: 0px; outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box;"/><br style="margin: 0px; padding: 0px; border: 0px; outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box;"/>在硬件创新上，自Apple Vision Pro 发布后，Micro-oled屏幕成本快速下降，将逐步替换目前主流的fast-lcd屏幕，未来一段时间内VR头显中，pancake + micro oled将成为主流搭配。同时，随着Apple下代产品研发进程，供应链体系将持续壮大，未来3年内硬件成本也将加速下探。<br style="margin: 0px; padding: 0px; border: 0px; outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box;"/><br style="margin: 0px; padding: 0px; border: 0px; outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box;"/>厂商竞争方面，IDC认为，目前手机厂商对于AR赛道的布局相对完善，同时拥有强大的供应链管理能力及线下门店运营水平，手机厂商在2024年有望加速进入AR市场，这将对当前国内AR厂商格局形成一定冲击。<br style="margin: 0px; padding: 0px; border: 0px; outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box;"/><br style="margin: 0px; padding: 0px; border: 0px; outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box;"/>同时，Apple Vision Pro有望于2024年进入中国内地市场，将带领国内VR厂商加速高端线布局，Apple为其量身定制600余款原生应用，首批10万台量级的销售不少流向XR开发者，在其陆续上架美国以外国家的过程中，各地开发者将根据本国特点进行更多内容应用的适配和创新，完成VR类产品从游戏设备到生产力工具的转型。<br style="margin: 0px; padding: 0px; border: 0px; outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box;"/><br style="margin: 0px; padding: 0px; border: 0px; outline: none; text-size-adjust: none; border-radius: 0px; transform: none; transition: none 0s ease 0s; box-sizing: border-box;"/>IDC中国高级分析师赵思泉认为，2024年中国AR/VR市场仍存在诸多不确定性。相较于前两年大力补贴新品拉动出货的策略，当前厂商已将重点开始投向一定程度的活跃用户转化、持续的内容应用复购、产品创新点等多个方面。在供应链成本下探及内容丰富的背景下，中国AR/VR市场将朝更加健康持续的大方向发展。</p><p><br/></p><script src="/inc/AspCms_VisitsAdd.asp?id=425428"></script> <div id="metinfo_additional"></div> </div> <div class="clear"></div> </div> <div class="met_hits"> <div class='metjiathis'> <div class="jiathis_style"><span class="jiathis_txt" style="float:left">分享到：</span><span class="bdsharebuttonbox"><a href="#" class="bds_more" data-cmd="more"></a><a href="#" class="bds_qzone" data-cmd="qzone" title="分享到QQ空间"></a><a href="#" class="bds_tsina" data-cmd="tsina" title="分享到新浪微博"></a><a href="#" class="bds_tqq" data-cmd="tqq" title="分享到腾讯微博"></a><a href="#" class="bds_renren" data-cmd="renren" title="分享到人人网"></a><a href="#" class="bds_weixin" data-cmd="weixin" title="分享到微信"></a></span> <script>window._bd_share_config={"common":{"bdSnsKey":{},"bdText":"","bdMini":"2","bdPic":"","bdStyle":"0","bdSize":"16"},"share":{}};with(document)0[(getElementsByTagName('head')[0]||body).appendChild(createElement('script')).src='http://bdimg.share.baidu.com/static/api/js/share.js?v=89860593.js?cdnversion='+~(-new Date()/36e5)]; 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