(Source: https://pltfrm.com.cn)
Introduction
With over 120 million potential AR users in China by 2026, smart glasses have moved from niche to mainstream. Overseas brands that price incorrectly either disappear or become the next breakout hit. Here are the proven pricing playbooks that Xreal, Rokid, and INMO used to crush the competition.
- Lifestyle vs. Enterprise Dual-Track Pricing
1.1 Consumer Lifestyle Tier Daily-Use Positioning: Price lightweight AR glasses (80–120 g) at RMB 1,999–2,999 with fashion collaborations (e.g., Gentle Monster style). Micro-OLED Premium Tier: Offer 4K-per-eye models at RMB 6,999–9,999 for cinephiles and designers.
1.2 B2B Enterprise Pricing Volume Licensing: Provide fleet pricing at RMB 3,500/unit for orders >500 (education & training sectors). SaaS Subscription Add-on: Charge RMB 99–199/month for remote-assist and 3D modeling software.
- Pre-Sale & Crowdfunding Model
2.1 Pinduoduo & Xiaomi Youpin Crowdfunding Early-Bird Pricing: Launch at 30–40% below retail (RMB 1,299–1,699) for first 10,000 backers. Social Sharing Incentives: Give extra RMB 100 coupon for every 5 friends invited. Result: Xreal Air 2 Ultra raised RMB 42 million in 48 hours using this exact model.
3. Accessory & Content Monetization
3.1 Prescription Lens Upsell Custom Lens Program: Partner with LensCrafters China for RMB 499–999 insert lenses. Profit Margin: 65%+ on optical accessories.
3.2 Exclusive Content Partnerships Tencent Video AR Zone: Bundle 12-month membership for additional RMB 399, turning hardware into a content gateway.
- Seasonal & Platform-Specific Pricing
4.1 618 & Double 11 War Chest Stackable Offers: Combine platform subsidy + bank discount + brand coupon to reach effective price of RMB 1,499 during festivals. Recovery Strategy: Raise base price 10 days after event to protect perceived value.
Case Study: Xreal’s Dominance Through Aggressive Crowdfunding Pricing Xreal launched the Xreal Air 2 on Xiaomi Youpin in September 2024 at an early-bird price of RMB 1,999 (retail RMB 2,999). Within 30 days they sold 120,000 units, captured 68% market share in the consumer AR glasses segment, and forced competitors to cut prices by 20–30%, and established the RMB 2,000–3,000 range as the new “sweet spot” for Chinese consumers.
Conclusion
The winning formula for AR glasses in China combines lifestyle positioning, aggressive crowdfunding entry prices, high-margin accessories, and ruthless festival pricing, all orchestrated through SaaS automation and local platform partnerships.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation! info@pltfrm.cn
