“The scale of online sales of smart glasses in China fell for the first time! Sales in July decreased by 15.3%, and sales amount plummeted by 43% compared to the previous month.”
In July 2026, the online retail volume of smart glasses in China decreased by 15.3% year-on-year, and the retail sales plummeted by 43% month-on-month. According to Luotu Technology’s latest report, in that month, the three major platforms – JD.com, Tmall, and Douyin – reported a total of 74,000 units sold, with sales amounting to 130 million yuan. Over the previous 13 months, total sales across all channels increased by 85.5% year-on-year, and sales revenue rose by 98.7%. Luotu Technology analysis suggests that the decline was mainly due to overconsumption after the 618 promotion and seasonal factors, and the base figure for July this year was relatively high. It is still too early to determine whether the market is entering a downward cycle; it should be seen as a temporary correction after the pulse-like growth in the second quarter. There have been structural changes within the market: the average retail price decreased by 12.4% year-on-year, with low-price products dragging down the average selling price; however, AR glasses continued to show independent growth due to their updates and AI features.