Chinese AI Glasses: Conquering the Overseas Market with Innovation

In the bustling morning light of Shenzhen's Shekou district, forklifts move busily around containers, signaling the start of another day of intense activity. Since China's "going out" strategy was proposed in 2000, many Chinese enterprises have made significant strides in the international market, with Huawei, Transsion, ByteDance, SHEIN, and DJI serving as prime examples of successful overseas expansion. In the realm of cutting-edge technology, XR and AI glasses have also become a key focus for companies looking to make their mark abroad.

The recent AI glasses trend, sparked by Ray-Ban Meta, has not only swept across China but has also made its way into overseas markets. Several Chinese companies are actively participating in this trend, leveraging platforms like Kickstarter, the world's largest crowdfunding site, to launch their products and gain international recognition.

Chinese AI Glasses Making Waves Overseas

On Kickstarter, multiple Chinese AI glasses projects have gained substantial support. For instance, loomos by Flash Extreme Technology, Halliday developed jointly by Gyges Labs and Shanghai Caitong Company Moody, and Looktech under Huiche Technology have all exceeded their crowdfunding goals. As of February 18, 16:00, Halliday had received support from 6,471 backers, raising a total of $2,655,056; loomos had 7,064 backers and raised $1,770,369; and Looktech, although its crowdfunding campaign has ended, still allows for delayed pledges, with 4,642 backers and a total of $1,159,222 raised. Collectively, these three products have raised approximately $5.58 million (about 40.6 million yuan) in pre-delivery funds.

In addition to these, other domestic AI glasses are also making progress in their overseas expansion. According to exclusive information from VR陀螺 (VR陀螺), Wu Dezhou, former president of ByteDance's New Stone Lab and partner/COO/CTO of Smartisan Technology, founded "Zhijing Weiknow" and will release a new multi-modal AI glasses under the brand name "BleeqUp," focusing on the overseas market. The product is expected to start crowdfunding abroad in March this year. BleeqUp's new product will differentiate itself from existing AI glasses like Ray-Ban Meta by focusing on unique user needs in specific scenarios.

Other companies are also planning to launch their AI glasses overseas. For example, Thunderbird Innovation's flagship product, the AI+AR glasses Thunderbird X3 Pro, will be released in overseas markets in Q2 of this year. Rokid's AR Spatial (Rokid AR Lite overseas version) is set to go on sale in the US, and its collaboration with Bolon on AI glasses will also be rolled out. Star紀 Meizu, a traditional smartphone manufacturer, has already established overseas market channels and will partner with Up Network in the first quarter of this year to develop Web3 AI glasses based on StarV Air2, featuring a waveguide solution and Google's Gemini AI model.

The "Hundred Mirrors War" and the Crowded Chinese AI Glasses Market

The push for overseas expansion reflects the strategic choices of Chinese AI glasses companies in the face of a crowded domestic market. The history of technological entrepreneurship shows that few industries can maintain a diverse and prosperous state indefinitely. In the long run, most industries tend towards an oligopolistic market structure.

According to incomplete statistics from VR陀螺 (VR陀螺), over 30 domestic manufacturers have entered the AI glasses market, including smartphone makers Huawei, Xiaomi, OPPO, Star紀 Meizu, Honor, Transsion; internet companies ByteDance, Baidu, Alibaba, China Telecom; XR startups Thunderbird Innovation, Rokid, Zhijing Weiknow, INMO, VITURE, Li Weike, DPVR, Huiche Technology, Gyges Labs (formerly Xian Shun Technology), Lianou Technology, Fengchao Technology, Jiannan Technology, Yiwen Technology, INAIR, Tianqu Starry Sky; and other 3C companies like Flash Extreme Technology, Thunder God Technology, Shokz, 1MORE, Pinsheng, GetD, KTC, etc.

The involvement of dozens of manufacturers has created fierce market competition. Smartphone giants and other hardware manufacturers have natural advantages in technology, algorithms, and ecosystem development for AI glasses. Internet giants also have strong technical barriers due to their large language model accumulations. In contrast, startups, while more flexible and innovative, still face significant risks.

To succeed in this competitive landscape, startups need to focus on product differentiation, core technological innovation, and strategic market choices. Entering the overseas market early can help them establish brand recognition, accumulate user data, and gain insights into consumer needs, allowing for continuous product optimization and the creation of a more market-oriented product ecosystem. However, a narrow market focus may cause them to miss out on the vast consumer base and diverse market opportunities globally. Without going overseas, they risk being eliminated early.

The Golden Land of the Overseas Market: Europe and America

While China's population of 1.4 billion represents a huge market, the combined population of 37 developed countries, totaling 931 million, also holds significant commercial potential. The success of Ray-Ban Meta has highlighted the impact of factors such as "consumption environment" and "consumer preferences."

Firstly, in developed markets like Europe and America, there is a high demand for sunglasses. The key to getting users who do not typically wear glasses to purchase smart glasses lies in meeting their "scene needs." In the pre-smart glasses era, the US was already the world's largest market for sunglasses, with an annual sales volume of 110.3 million pairs and a total sales amount exceeding $2.16 billion. This is due to a combination of factors, including geographical environment, climate, lifestyle, and culture. Most欧美 (Euro-American) users wear sunglasses primarily to block ultraviolet rays and reduce glare, protecting their eyes during activities like driving and outdoor sports. In the fashion culture of Europe and America, sunglasses are also an essential accessory. From Hollywood's Walk of Fame to Paris's Champs-Élysées fashion shows, sunglasses have transcended their practical function of shading and become a key item for showcasing personal style and fashion attitude.

Secondly, the demand for glasses is not limited to sunglasses. The development of the internet and consumer electronics, along with changes in eye usage habits in learning and working scenarios, has made glasses a more common daily item. A study published in the authoritative ophthalmology journal "Archives of Ophthalmology" showed that the incidence of myopia in the US increased by 66% over the past three decades, from 25% in 1971-1972 to 41.6% in 1999-2004. Currently, the estimated myopia rate in the US remains above 40%. Similarly, in Europe, the myopia rate remains high, with data from the 2020 issue of the European Journal of Ophthalmology showing a myopia prevalence of 36.7% in Western Europe, 34.6% in Central Europe, and 32.2% in Eastern Europe.

Thirdly, in the US, prescription glasses can be purchased using insurance services, reducing the cost of buying smart glasses. On overseas forums like Reddit, it has been found that many developed countries, including the US and Canada, offer "eye insurance" services (provided that insurance is purchased), which can significantly lower the price of Ray-Ban Meta, including the frame and lenses (depending on the insurance agreement). Some users have even obtained Ray-Ban Meta with prescription lenses for as low as $189.2, much lower than the original price of $699 for the sunglasses version. For users without insurance, the cost of additional prescription lenses can be as high as nearly $1,000. Clearly, for users with eye insurance, purchasing Ray-Ban Meta offers a significant price advantage. Compared to regular glasses, a smart glasses with AI and camera functions are undoubtedly more attractive. The millions of Ray-Ban Meta units sold likely also benefited from the support of insurance companies. For AI glasses startups looking to go overseas, the presence of user insurance creates a more favorable consumption environment.

Challenges and Future Prospects

While the overseas market presents significant opportunities, Chinese AI glasses also face numerous challenges. Direct competition with established brands like Ray-Ban Meta is a major concern. If domestic products cannot differentiate themselves in terms of price, technology, application scenarios, and distribution channels, they will struggle to gain a foothold in the international market.

Additionally, differences in user habits, policies, and technical certifications across countries pose challenges for startups. Building an overseas team is not an easy task. Besides traditional e-commerce platforms, the expansion of offline eyewear channels and prescription services is also crucial for the success of glasses products in the overseas market.

Furthermore, trade policies and geopolitical factors, especially since the rise of Trump, cannot be ignored. The increase in trade protectionism, tariff barriers, and technical barriers has added to the costs and risks of Chinese AI glasses entering the overseas market.

In conclusion, this is both the best of times and the worst of times for Chinese AI glasses. While there are significant opportunities in the international market, companies must navigate a complex landscape of competition, regulatory differences, and geopolitical challenges to succeed.