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

According to CTOnews.com news on September 26, IDC official account today released the Quarterly tracking report on China's Wireless headset Market, the second quarter of 2023, which showed that China's wireless Bluetooth headset market shipped 45.88 million units in the first half of 2023, down 0.1 percent from the same period last year.

CTOnews.com learned from the official report that Bluetooth headset shipments in the second quarter of this year were 25.27 million, up 9.9% from the same period last year, ushering in the first positive growth since 2022.

This means that market demand is beginning to recover as sales promotion and consumption pick up in the middle of the year, IDC said. Among them, the overall market price goes down further, and the low-price products become the main force driving the market growth.

The market segment of Bluetooth headphones in the first half of 2023 is as follows: shipments of true wireless headphones were 33.22 million, an increase of 0.5% over the same period last year, of which 18.04 million were shipped in the second quarter, up 8.7% from the same period last year.

In addition to open headphones, the true wireless headset market has become the first product type to restore positive growth, and it has also led to a pick-up of the market. Although the whole real wireless headset is obviously transferred to the low price segment, the proportion of shipments of active noise reduction headphones remains stable, and high performance-to-price ratio has become an important competitive means for manufacturers in the relatively mature real wireless headset market.

Shipments of neck-worn Bluetooth headphones were 7.01 million, down 16.3% from the same period last year, while 3.81 million were shipped in the second quarter, down 3.8% from the same period last year.

Among them, the collar market also rebounded from negative growth to 8.1% positive growth in the second quarter.

Shipments of Bluetooth headphones were 2.72 million, down 15.7% from the same period last year, and 1.46 million were shipped in the second quarter, down 13.1% from the same period last year.

The market share of the leading manufacturers increased relatively in the second quarter, which has something to do with the promotion in the middle of the year. In addition, the high-end market of more than 1000 yuan in the headwear online market is relatively stable, while the offline market is more obviously transferred to less than 1000 yuan.

Shipments of open Bluetooth headphones were 2.93 million, an increase of 125.2 percent over the same period last year, and 1.96 million in the second quarter, an increase of 158.2 percent over the same period last year.

The open Bluetooth headset market has maintained stable and positive growth while the overall economic environment is still unstable, and its shape is also further differentiated. In addition to bone conduction, ear clips and earring products are developing rapidly, especially earclip products are rapidly penetrating the market at extremely low prices.

IDC predicts that China's Bluetooth headset market will ship 94.86 million units in 2023, an increase of 2.7% over the same period last year, including 70.47 million true wireless headphones, an increase of 3.3% over the same period last year.

▲ Picture Source IDC official account the current Bluetooth headset market mainly presents the following two characteristics: the entry price segment drives the overall market growth. In the second quarter, the real wireless products within RMB200 (untaxed) accounted for 59.6% of the total price segment, and shipments increased by 32.2% over the same period last year, which led to a significant growth in the true wireless market. Due to the increasingly fierce brand competition, manufacturers have to explore the market to obtain or stabilize their own share, and to seek a balance between sales and operating profits. At the same time, white-brand manufacturers are developing rapidly in the entry-level market, and their advantages mainly lie in high performance-to-price ratio and flexible online channels.

From the consumer side, on the one hand, the market is more sensitive to price in the current economic environment, on the other hand, various new forms, shapes and even IP co-signed Bluetooth headsets can also bring "small luck" to consumers to a certain extent, thus deriving consumer demand, which also drives the consumption of entry-level Bluetooth headphones to increase.

▲ Picture Source IDC official account Open Market Product form further enriches the open market in the first half of 2023, the open market still maintains a trend of rapid and steady growth, whether from a technical point of view of bone conduction and gas conduction, or from a morphological point of view of earrings, earclips and neckwear.

In the second quarter, the brand concentration of the overall open market was further dispersed, and various manufacturers joined the layout one after another to speed up market differentiation.

Among them, bone conduction headphones, as the most important product form of open headphones, still maintain a large growth momentum with the increase of demand for outdoor sports in spring and summer. And with the increase in the number of players entering, the threshold dropped, leading to a rise in the proportion of low-and middle-price segments.

Ear-hanging and ear-clip products are mainly based on air conduction technology, and the price polarization distribution of ear-hanging products is obvious, while ear-clip products are concentrated in the entry-level market represented by white brands, and quickly infiltrate the market with low prices and flexible channel advantages.

▲ image source IDC official account reference

It is growing for the first time since 2022, and shipments of Bluetooth headsets in China increased by 9.9% in the second quarter compared with the same period last year.

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