Recently, Rokid—dubbed the ‘leader in AR glasses’—has sparked industry-wide speculation over a potential strategic shift toward becoming an AR hardware supplier. As an AR brand incubated under TCL, Rokid has rapidly gained global recognition since launching its first consumer-grade AR glasses in 2021, thanks to its lightweight design, cost-effectiveness, and continuous technological upgrades. Its latest products, such as the Rokid Air 2 series, have not only achieved strong sales domestically but also successfully entered European and North American markets, making it one of the top-selling consumer AR devices worldwide.However, amid intensifying competition and mounting profitability pressures, Rokid is exploring new business models. Reports suggest the company is considering offering AR optical modules, full-device solutions, and even operating system support to other manufacturers—effectively transitioning from a consumer brand to a B2B technology supplier. If implemented, this move could diversify revenue streams, reduce R&D costs through scale, and accelerate AR adoption via ecosystem partnerships.Yet, the transition isn’t without risks. As a recognized consumer brand, Rokid has built valuable user awareness and distribution channels; going ‘behind the scenes’ might dilute its brand equity. Moreover, the AR supply chain typically offers thin margins, requiring significant technical differentiation and scale to be profitable. While Rokid has not officially confirmed this strategy, its recent investments in developer ecosystems and enterprise customization hint at a broader, multi-pronged approach. Whether Rokid will remain the ‘AR glasses champion’ or evolve into a behind-the-scenes tech enabler remains to be seen.
近期，被称为“AR眼镜一哥”的雷鸟创新（Rokid）被传出可能转型为AR硬件供应商的消息，引发行业广泛关注。作为TCL旗下孵化的AR品牌，雷鸟自2021年推出首款消费级AR眼镜以来，凭借轻量化设计、高性价比和持续的技术迭代，在全球市场迅速崭露头角。其最新产品如雷鸟Air 2系列不仅在国内热销，还成功打入欧美市场，成为出货量领先的消费级AR设备之一。然而，随着市场竞争加剧与盈利压力上升，雷鸟开始探索新的商业模式。有消息称，公司正考虑向其他厂商提供AR光学模组、整机方案甚至操作系统支持，从终端品牌转向B2B技术供应商角色。这一策略若落地，将有助于雷鸟扩大营收来源、摊薄研发成本，并借助生态合作加速AR技术普及。不过，转型也面临挑战。作为消费品牌，雷鸟已积累一定用户认知和渠道优势，若转向幕后，可能削弱其品牌影响力。此外，AR供应链本身利润微薄，需具备极强的技术壁垒和规模化能力才能盈利。目前雷鸟尚未正式确认该战略，但其在开发者生态、企业定制等方向的布局，已显露出多元发展的意图。未来，雷鸟究竟是继续做“AR眼镜一哥”，还是成为隐形冠军式的供应商，仍需观察其下一步动作。
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