Shulou(Shulou.com)11/24 Report--

CTOnews.com Sept. 26, according to the latest report released by market research firm Counterpoint Research, thanks to the continued hot sales of entry-level TWS headphones, global TWS headphone sales fell by only 2% in the first half of 2023.

Sales in other price segments fell to varying degrees, while sales in the entry-level TWS headset market, which was less than $50, rose 15 per cent year-on-year.

While demand in mature markets such as North America and Europe shrank, emerging markets such as India, the Middle East and Africa and Latin America grew slightly in the first half of 2023. In particular, driven by the 618 e-commerce festival and promotions, China's TWS market showed signs of recovering from the COVID-19 epidemic in the second quarter of 2023.

Sales of TWS headphones sold for less than $50 (CTOnews.com Note: currently about 366 yuan) are up year-on-year as the Indian market grows and the Chinese market recovers. The Indian market, including brands such as boAt,Boult Audio and Noise, has seen double-digit growth; the domestic market, driven by long-tailed brands such as walkers and troopers, has revived China's TWS market.

Global giants such as Apple, Samsung and Sony have declined without new models. These brands try to introduce new features to attract consumers, but in addition to enhancing the ANC and reducing the weight of headphones, it is challenging to introduce significant improvements.

The lack of new model releases and new features to drive replacement demand led to a 31% year-on-year decline in sales in the $101-150 market segment in the first half of 2023. Apple and Samsung will release new models next year, and they are likely to create new replacement demand at the top end of the market.

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