Chinese AR glasses maker Rokid is going global with Alibaba partnership

Rokid, a Chinese maker of augmented reality (AR) glasses, is set to launch its latest AR Spatial eyewear globally through Alibaba Group Holding’s AliExpress e-commerce platform, as the company pushes into overseas markets amid rising competition in the industry.

The Hangzhou-based company will debut the glasses overseas on June 16 during the AliExpress 618 summer sale period this month, leveraging the e-commerce giant’s “BigSave” programme to offer a nearly US$100 discount, bringing the cost down to US$568 for a limited time, Rokid announced on Thursday. Alibaba owns the Post.

The AR Spatial frames themselves weigh just 75 grams, but powering the glasses requires a portable hub containing a battery and a Qualcomm chip for handling spatial computing. The product allows three desktops to be viewed side by side and a “cinema mode” that provides an experience the company likens to viewing a 300-inch screen.

The partnership will see Rokid open an official store on AliExpress, joining other Chinese tech brands such as robotics maker Unitree, consumer electronics firm Anker, Labubu retailer Pop Mart, computer maker Lenovo Group, and smartphone giant Xiaomi in the BigSave initiative. The programme, launched last year, aims to help 1,000 brands surpass US$1 million in overseas sales this year, according to Alibaba.

Rokid AR Spatial glasses can display three desktop environments at a time. Photo: Rokid

“Chinese brands going global often face challenges such as low brand awareness and high marketing costs,” said Shao Huaqiang, international business head at Rokid.

South China Morning Post