In just two years, a top Harvard student became number one on the Amazon list!

This is a story about how a top Harvard student climbed to the top of Amazon's rankings in just two years and occupied over 50% of the US market share.

New products were sold out several times after launch, and a single listing earned $4.6 million per month

In mid-December, there was news that Amazon's best-selling product VITURE had won tens of millions of dollars in Series B investment , with Meituan co-founder Wang Huiwen and others participating in the investment .

VITURE has not squeezed into the smart home, clothing and other brand tracks. The products it focuses on have a higher threshold. It mainly focuses on smart glasses and uses consumer-grade AR terminal devices to enter the overseas market. Although it has only been established for more than three years, VITURE is moving at a rapid pace.

According to data, based on Amazon 's official rankings from October to December 2024 , VITURE topped the category sales charts in 12 Amazon sites including the United States , Germany, the United Kingdom, France, Italy, Canada, Australia, and Spain , and was especially popular during Black Friday .

Currently, VITURE still has multiple products on Amazon that occupy the BS list in specific categories.

For example, a pair of AR glasses priced at $459 that was launched on Amazon in May last year had a single-chain sales volume of more than 1,000 units in December. That is to say, this listing alone can bring VITURE at least $4.59 million in monthly revenue , making it the TOP1 on the BS list of the "Video Display Glasses" category on the Amazon platform .

At the same time, in the BS list of this category , VITURE also has an AR glasses priced at $289 ranked sixth on the list. In the BS TOP50 list of the same category , VITURE has a total of 8 seats. In addition to the above two products, the other listings are ranked 13th, 15th, 19th, 35th, 44th, and 47th .

Some other products appeared in Amazon's BS TOP50 list in the "Smart Glasses" category.

It is worth noting that the product that dominates the top spot on Amazon's "Video Display Glasses" category BS list is VITURE Pro, a product under VITURE .

Last May, VITURE Pro was launched and first landed in the US market . Although it was the most expensive among similar products, VITURE Pro was sold out several times due to its performance and design , and quickly became the double champion in sales and reputation in the XR glasses category .

China Economic News reported that after its launch, VITURE Pro's sales have continuously surpassed Meta and Ray-Ban Meta, a star product jointly launched by Ray-Ban, and its share in the US XR market is far ahead . Since then, the product has continued to rank first on Amazon's BS list in the corresponding category .

Top technology media such as Tom's Guide, ZDNET, PC Mag, etc. have given high recommendations and reviews to VITURE Pro.

But in fact, as early as 2023, VITURE achieved very good results when it launched its first product VITURE One on Amazon.

According to the VITURE brand's official website, within a month of its launch on Amazon, VITURE One was identified as an " Amazon's Choice " product by the platform and became the top of the BS list in this category . It is also through this that VITURE continues to expand its layout on Amazon.

However, after two years on Amazon, VITURE has become the leading brand in the AR glasses category on the platform .

Earlier, the founder of VITURE mentioned in an interview that VITURE has now achieved leadership in ratings, sales volume, and price on the Amazon sales list.

From the perspective of the brand's official website, SimilarWeb data shows that whether it is based on the global market, the US market, or the US category portal, viture.com 's traffic ranking is constantly rising.

In the past November, the number of visits to viture.com reached 327,900, which has been increasing month by month in the past three months . In terms of visitor source markets, the United States ( 37.73%), Germany (10.68%), Canada (4.53%), China (4.25%), and Australia (3.79%) are the top five markets. The main source of traffic is natural search traffic, which drove 41.35% of desktop visits last month.

From the keyword information, we can see that "Viture Pro XR" is its most popular search term.

Today, VITURE 's brand influence continues to grow, driving its revenue growth. In August last year, VITURE revealed that its cumulative sales had exceeded 200 million yuan .

The super brand of Harvard's top students has become the top category in the United States

According to Qichacha data, from 2022 to 2023, VITURE has already won multiple rounds of financing from LanChi, BAI, Zhenzhi, and Yarui, with the amount reaching hundreds of millions of RMB. After the latest round of financing, its valuation has exceeded 100 million US dollars.

Moreover, when the product had not yet received widespread response in the market, there was already capital buying shares of VITURE . Why?

Perhaps it is because it is in the hot AR glasses field, and the founding team has also brought considerable confidence to investors.

Jiang Gonglue studied industrial design at the Beijing University of Aeronautics and Astronautics, and was recommended to the School of Computer Science at Zhejiang University as the first in his major. He conducted human-computer interaction research at Microsoft Research Asia. In 2010, he entered Harvard University for further studies, becoming the first student from mainland China to major in human-computer interaction at the Harvard School of Design , and conducted interaction research at the MIT Media Lab .

Due to family reasons, Jiang Gonglue lived in a strong computer atmosphere since childhood , so in the following years of study, he also focused on this interest.

After completing his studies, Jiang Gonglue joined Google headquarters and engaged in the interactive design and development of Google products. In 2014, he released Google Material Design, the most widely used design language on the Internet.

After that ( 2017), he joined Rokid, which was founded by Zhu Mingming, a leading domestic AR brand and former head of Alibaba Studio, and established Rokid's Silicon Valley team, serving as chief designer and head of AR product research and development.

His study and work experience provided Jiang Gonglue with a lot of experience for entering the AR glasses track. In 2021, Jiang Gonglue gathered a group of former employees of international technology giants including Apple and Google to establish VITURE .

In 2022, VITURE launched its first product, VITURE One , and went online on the crowdfunding platform Kickstarter . It eventually raised nearly US$3.1 million in crowdfunding, which was 15,491% of its target amount , breaking Oculus' 5-year crowdfunding record on Kickstarter and becoming the world's number one in XR crowdfunding history .

VITURE One is also popular in Japan. After being listed on Makuake, Japan's largest crowdfunding platform , it broke the platform's AR/VR category historical record in just two weeks .

The enthusiastic response to VITURE One is also reflected in the fact that it won heavyweight awards such as CES Innovation Award, IF Design Award, Red Dot Design Award, and Good Design , becoming the only XR glasses brand in the world to win the four top product design awards .

It is also worth noting that VITURE One was named Time magazine's Best Invention of the Year , becoming the only XR/VR/AR glasses brand in the world to receive this honor after Apple Vision Pro (awarded in 2023).

The new VITURE One Lite was launched in January 2024 , and the VITURE Pro was launched in May of the same year , which once again caused a sensation in the market.

IDC's report pointed out that the overall US AR/VR market grew by 10.3% in Q3 2024, mainly due to Meta and VITURE. Among them, VITURE became the fastest growing AR/VR brand in history with an astonishing growth rate of 452.6%, surpassing Apple Vision Pro to rank among the top three, and took the lead in the US AR field with a market share of more than 50% .

In the list of "The World's 50 Most Promising Startups" for 2024 selected by The Information, an authoritative technology media in Silicon Valley , VITURE became the only AR company on the list.

Today, VITURE continues to deepen its presence in the industry, and its founder once said that it will expand into a broader market in the future.

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