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Headphones have become an indispensable "equipment" in many people's daily lives. According to a report by Lotu Technology (RUNTO), the sales volume of China's headset market reached 98.95 million pairs last year, with sales of 23.5 billion yuan, an increase of 9% year-on-year0% and 79%。Among them, 80.15 million pairs were sold in the online market, accounting for 81% of all channels; sales were 18.6 billion yuan, accounting for 79%.
The following is based on Lotu TechnologyOnlinedata, a brief introduction to the industry. Headphones can be divided into 7 categories based on wearing style and product features: True wireless Bluetooth headsets (TWS) are still the mainstream of the market, but their market share in the fourth quarter of 2023 decreased by 8 percentage points year-on-year to 58%.
The fully open wearable headset (OWS), which focuses on health attributes, has grown rapidly, with a market share of 12%, an increase of 7 percentage points year-on-year, and is expected to become the next hot product in the field of consumer electronics with the addition of Huawei, iFLYTEK, Sony and other major manufacturers. Wired in-ear, Bluetooth headphones, neckband headphones, bone conduction headphones, and wired headsets, the market share in the same period was % (
In terms of brands, the 6-10 ranks areaftershokz(Shokin).bosebeatsjblBaseus。Generally speaking, the players in the headset market are either mobile phone manufacturers with rich ecological resources or audio brands that have accumulated in various channels for a long time. Baseus, which started by making mobile phone accessories such as protective cases, protective films, and data cables, seems to be a little "out of place".
Fortunately, they have been in the consumer electronics market for more than ten years and have accumulated a lot of experience and technology. Baseus made product innovation based on user needs and scenario needs, and officially entered the "true wireless earbuds" category in 2019, and successively launched a variety of products such as Storm 1, Storm 3, Bowie EX, Bowie WM05, Bowie M2S, Bowie H1i, etc., covering in-ear, semi-in-ear, head-mounted and other styles, as well as various high-end and mid-to-low-end segments, and became the first echelon brand in the TWS category.
ApplesHuaweiRambler（edifier）SonyXiaomiRanked in the top five. With the advent of AirPods in 2016, Apple quickly dominated the headset market, firmly occupying the top spot. However, it is worth noting that its market share has been declining in the past four years.
In stark contrast, the market share of domestic brands has increased steadily. Some industry insiders pointed out that compared with traditional audio manufacturers, Huawei, Xiaomi and other mobile phone manufacturers have more advantages in terms of headphone adaptability and battery life. In addition, its own mobile phones have a huge user base, and its headset products are more likely to be well-known and recognized, for example, Xiaomi has held many marketing activities to buy a mobile phone and give away headphones.
In addition, product upgrades are faster. At the end of last year, Huawei launched the first fully open wearable earphone, Huawei FreeClip, at the winter new product launch conference, which innovatively adopts the "C-bridge" design (C-bridge design), and the weight of a single ear is only 56 grams, available in two colors: Starry Black and Streamer Purple.
Founded in 1996 and headquartered in Shenzhen, Edifier is the first listed independent brand audio company in China, with professional design and R&D institutions in Beijing, Guangzhou and Dongguan, and a manufacturing base in Songshan Lake, Dongguan, covering an area of about 110,000 square meters.
The company is mainly engaged in the research and development, production and sales of home audio, professional audio, car audio, headphones and microphones, and has EDIFIER, Xemal Shengmai, HECATE, Volona, Huazai, Airpulse, Stax Ltd, stax and other brands, covering hundreds of models in several categories such as headphones, multi-** and home audio, car audio, professional audio, etc. In the first three quarters of last year, it achieved revenue of 186.2 billion yuan, net profit of 27.7 billion yuan, an increase of 21 percent year-on-year56% and 6158%。
In the field of TWS, Edifier has successively launched products such as TWS1 Air, TWS1 ANC, LOLLI3 ANC, NeoBuds Pro2, and Z1. At the same time, the company has also vigorously invested in the research and development of fully open wearable headphones, last year's "Double Eleven" during the launch of COMFO FIT over-ear, COMFO RUN neckband open-back headphones, and this year launched the most ** COMFO FIT II open-back headphones.
Lotu Technology**, this year's sales volume of China's headset headset market will reach 107.65 million pairs, a year-on-year increase of 88%。In the case of product innovation bottlenecks in TWS earphones, fully open wearable earphones will become a new growth point. We will wait and see what new changes will occur in the industry pattern.