消费电子跨界，是一片蓝海，还是无效内卷？

创业邦01-08

编者按：本文来自微信公众号“凤凰WEEKLY财经”，作者：陶娅洁，创业邦经授权发布。从无人机到全景相机，从手机到AI眼镜，过去一年，一场围绕技术、生态与用户的“战争”已然打响。大疆于2025年7月刚发布全景相机Osmo 360，影石随即传出将推全景无人机的消息，两家企业在彼此的核心业务上，有了交集。再比如智能硬件领域，无论是大厂还是手机厂商，都纷纷加入AI眼镜行业，企图分一杯羹。当消费电子行业的...

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\"BAZ\" (EUR) ACC","LU0823040885.USD":"东方汇理新兴市场焦点股票基金","LU0561508036.HKD":"ALLIANZ CHINA EQUITY \"A\" (HKD) INC","LU2152927971.USD":"NORDEA 1 ASIAN STARS EQUITY \"BP\" (USD) ACC","LU2097828805.USD":"AZ EQUITY CHINA \"A-AZ\" (USD) ACC","LU0345776255.USD":"NINETY ONE GSF ASIAN EQUITY \"A\" (USD) INC","BK1607":"新IT概念","LU0039217434.USD":"HSBC GIF CHINESE EQUITY \"AD\" INC","LU0307460666.USD":"EASTSPRING INVESTMENTS CHINA EQUITY \"A\" ACC"},"translate_title":"Is the cross-border of consumer electronics a blue ocean, or is it invalid involution?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81810":0.6,"561100":1.87,"561600":1.87,"562950":1.87,"HXXD.SI":0.6,"01810":0.9,"09988":0.9,"09888":0.9,"XIACY":0.6,"MIUmain":0.6},"content_text":"编者按：本文来自微信公众号“凤凰WEEKLY财经”，作者：陶娅洁，创业邦经授权发布。从无人机到全景相机，从手机到AI眼镜，过去一年，一场围绕技术、生态与用户的“战争”已然打响。大疆于2025年7月刚发布全景相机Osmo 360，影石随即传出将推全景无人机的消息，两家企业在彼此的核心业务上，有了交集。再比如智能硬件领域，无论是大厂还是手机厂商，都纷纷加入AI眼镜行业，企图分一杯羹。当消费电子行业的边界日益模糊。曾经的“友商们”纷纷闯入对方腹地，这是市场见顶下的无奈内卷，还是技术融合前的阵痛？为何跨界和“内卷”成为主流过去的一年，大疆和影石，这两家原本分属于不同赛道的巨头，毅然选择互相“飞入”对方领空。2025年7月，长期以无人机为核心业务的大疆正式发布首款全景相机Osmo 360，定价2999元，比影石旗舰产品Insta 360 X5首发价格还要低800元。面对攻势，影石在短短三个月后发布了Insta360 X4 Air，主打“全球最轻8K全景相机”，还在三季报中透露，基于全景影像技术的延伸，公司已布局无人机赛道，计划推出两个无人机品牌，其中与第三方联合孵化的全景无人机“影翎Antigravity”公测已近尾声，有望于2025年第四季度实现部分区域市场试售。影石明确表示，这将填补当前市场在全景无人机品类的空白，为公司打开全新增长曲线。12月5日，影石“比市场预期更早”发布了全球首款全景无人机——影翎Antigravity A1，售价7999元起，国补后6799元起。图/影翎Antigravity官方微博家电行业观察家刘步尘指出：“大疆与影石的相向跨界，是技术发展的必然结果。虽然全景摄影、无人机单个赛道也是趋势，但唯有实现二者融合才是最大的赛道。”同样的逻辑，也正在AI眼镜这一被视为下一代入口的赛道中上演。2025年，是AI眼镜的关键落地年份。6月小米AI眼镜发布，11月百度推出功能优化的小度AI眼镜Pro，多项能力相比刚亮相时有所优化。举例来说，小度AI眼镜Pro仅延迟3秒就能做到实时翻译播报，可主动进行会议纪要的摘要提炼、代办事项整理等。同月，阿里也推出首款自研双显AI眼镜——夸克AI眼镜S1，通过融合阿里系生态，试图在近眼导航、扫码支付、商品比价等场景中构建差异化体验。阿里方面对《凤凰WEEKLY财经》表示，夸克AI眼镜希望重新定义AI眼镜新标准。它不仅想做成一副美观舒适的眼镜，还是一个随身超级助理，一个全天候、多场景可使用的智能终端。从无人机到全景相机，从手机生态到AI眼镜，消费电子巨头们正或主动或被动地卷入一场没有边界的混战。刘步尘对《凤凰WEEKLY财经》表示，AI眼镜与大疆、影石的互相渗透逻辑一致。几年前就有人预言手机将消失，而手机所能提供的服务必须有所承载，AI眼镜正是最被看好的选项之一。有人说，在消费电子行业，旧故事已经讲不下去了。单纯堆像素、加内存的性能内卷时代，已经走到了尽头。“过去20年来，消费电子的发展突飞猛进。但近年来，随着市场饱和、创新放缓，跨界寻求新空间已成为必然选择。”艾媒市场咨询创始人张毅表示。混战背后的“伪创新”困境混战如同一枚硬币的两面，既为行业注入活力，同时也带来挑战。一方面，竞争最直接的结果，在于激发技术创新乃至激活市场教育，从而做大整个“蛋糕”。在张毅看来，AI技术的出现突破了底层技术瓶颈，使得多品类之间的技术同源性越来越高。“技术在手机、汽车、消费电子之间的复用和贯通，降低了跨界研发的门槛和成本，使新品类爆发成为可能。”张毅对《凤凰WEEKLY财经》表示。国际调研机构IDC发布的报告也印证了这一趋势：2025年上半年，全球智能眼镜(AI眼镜)市场出货量达406.5万台，同比增长64.2%，中国智能眼镜厂商出货量突破100万台，同比增长64.2%，占全球市场份额的26.6%。增长背后，是手机厂商、互联网大厂等玩家涌入，利用自身在AI算法、生态联动上的优势，共同炒热市场，实现技术普惠。同样的“扩容效应”也发生在全景相机领域。日前，有关该领域的两份市场调研报告引发外界关注。来自弗若斯特沙利文的数据显示，2025年第三季度，影石以75%的市占率位居全球消费级全景相机市场第一，大疆市占率为17.1%。另一边，久谦中台发布的报告显示，2025年第三季度，影石在全景相机领域拿下49%的全球市场份额，大疆的市场份额为43%。尽管两份报告的数据因统计口径不同而“打架”，但也反映出市场竞争之下，市场规模的快速膨胀。影石创始人刘靖康曾表示，“我们最大的不幸是，赛道上有个大疆，但最大的幸运也是赛道上有个大疆。”言语中有对竞争的隐忧，也不乏借助大疆造势的意图。影石在2025年第三季度业绩会上也表示，友商的竞争客观上推动了市场扩容。同时影石强调，部分第三方流传数据的准确性、完整性及权威性无法验证，提醒投资者注意风险。不过，喧嚣之下，仍有隐忧。当众多玩家涌入同一赛道，却只能在相似的供应链、相近的技术路径上进行微创新和价格竞争时，整个行业将陷入低水平重复的资源消耗，甚至陷入“伪创新”的困境。近期，一则引发市场关注的消息是，一个高阶12GB LPDDR5X内存芯片的价格已飙升至70美元，较2025年年初翻了一倍多，这意味着一副AI眼镜或旗舰手机仅内存成本就可能增加数十美元。在业内分析看来，当所有厂商都在争夺同一种“通用方案”时，核心元件的任何风吹草动，都会让这场跨界战争变得更加胶着。此外，尽管市场增长迅速，但目前还没有任何一家厂商打通了从材料、光学、软硬件、系统到算法的全环节，特别是在核心硬件上，国内厂商大多依赖高通骁龙AR系列这类通用型解决方案，其本质是手机SoC变体，并非为AI眼镜全天候开启、超低功耗的场景而生。由此看来，混战的结果，注定是复杂而多维的。跨界终极目标：寻求场景的深度绑定张毅指出，需求的升级，直接倒逼企业从“产品制造商”转向“场景解决方案提供商”。大疆和影石的角逐，手机巨头与互联网大厂竞逐AI眼镜，其底层逻辑皆如此。它们并非盲目扩张，而是试图将自身优势与新技术能力（如飞行平台、全景影像、移动生态或AI服务）植入更广阔的硬件载体中，以抢占未来智慧场景入口。记者采访的多位专家表示，这种跨界竞争在2026年“肯定是一个加剧的方向”，其激烈程度与新兴品类的竞争格局尚不完善，但具有极大扩容空间的相关特征，也是吸引资本与企业前赴后继的关键所在。因此，穿越周期、避免内卷、真正赢得未来竞争的核心，在于企业能否构建差异化可持续的竞争优势。从具体路径看，加大技术研发投入，构建底层技术壁垒，是最重要的根基。企业必须从追逐“通用方案”的舒适区中走出来，在前沿材料、专用芯片、核心算法等底层技术上实现突破。其次，聚集特定新场景与新业态，提供适配产品。如定位理论创始人杰克·特劳特曾指出，品牌的成功往往取决于其在消费者心智中是否占据某个类别或特别的位置。举例来说，在大疆有着广阔护城河的无人机领域，影石将其无人机定位为“全景内容创作者的专属飞行相机”，而非泛泛的航拍工具。有数码博主表示，论算法和技术，影石和大疆实际不相上下，而场景的深度绑定，是实现商业价值的最好路径之一。最后，想要在内卷中破局，还在于在品类中做到极致。刘步尘举例称，在胖东来广为外界所知之前，几乎所有人都认为零售业的天花板已至。但胖东来在这条看似“没有前途”的赛道上取得了成功，原因就在于将零售业做到了极致。反观其他任何行业，能参悟到这一点，也能像胖东来一样取得成功。展望2026年的消费电子战场，胜利将不属于那些“广撒网”的跟风者，而属于那些能深耕技术、定义场景并融入生态的“长期主义者”。行业的混战，终将在技术创新与价值回归之下走向新的方向。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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