Global 1.TWSHeadset Market Overview

1. Market size and growth rate

The TWS headset refers to a true wireless Bluetooth headset that realizes left and right ear communication and mobile phone connection through Bluetooth technology without a wired connection. From2016The year Apple launchedAirPodssince then,TWSThe headphone market is rising rapidly and has become an important growth point in the headphone industry. According to data from the Champ Consulting Group,2022AnnualTWSTotal global headset shipments are approximately2.88Billion pairs, compared2021of the year2.93Billion pairs, down year-on-year.2%. WithTWSHeadphone penetration is increasing and the market is gradually saturated,2023AnnualTWSThe market is mainly focused on the development opportunities brought about by technological innovation, and the Bluetooth headset market is expected to pick up slightly.5%。

2. Market share and competitive landscape

Apple globally.TWSThe leading position in the headphone market is being challenged and its market share has declined.2020In, Apple's market share was31%，2021Year down27%, shipments of approximately8400Wan Pair. At the same time, the market share of brands such as Xiaomi and Samsung is basically stable.2022In, Apple's market share fell further24%, shipments of approximately6900Wan Pair. GlobalTWSThe top five brands in the headset market are: Apple, Xiaomi, Samsung,JBL、QCY。

In terms of brand competition, Apple relies on its strong ecosystem and brand influence to maintain high-endTWSHeadset market leadership. Its latest launchAirPods Pro 2andAirPods, Provide a better user experience in active noise reduction and spatial audio, respectively, isTWSThe main driver of the headphone market. Millet, Samsung and other brands in the high-end market has a strong competitiveness, its products in the function, performance, design and other aspects have a good performance. And in the middle and low end of the market, a variety of branded and non-brandedTWSHeadphones are mainly selling at low prices and high cost performance, competing for a huge market that is not covered by brands such as Apple.

2. ChinaTWSHeadset Market Overview

1. Market size and growth rate

China is the world's largestTWSThe headphone market is also one of the most potential markets.2020Year of ChinaTWSHeadset market shipments are1.02Billion pairs, year-on-year growth22.8%。2021year1.15Billion pairs, year-on-year growth12.7%. However, due to the impact of the epidemic, market saturation, product homogenization and other factors, ChinaTWSHeadset market growth has slowed down significantly, and there has been a continued downward trend.2022Year of ChinaTWSHeadphone market shipments fell1.09Billion pairs, down year-on-year.5.2%. To2023At the end of the year, with the promotion of technological innovation and consumption upgrading, the market is expected to recover slightly1.14Billion pairs, year-on-year growth4.6%。

2. Market share and competitive landscape

In ChinaTWSIn the headset market, Apple is still the largest brand, but its market share has increased from2020of the year26%significantly decreased2022in the first quarter23.8%, shipments are1620Wan Pair. Apple is facing strong competition from brands such as Xiaomi, Samsung, and Huawei, mainly due to its slow product updates, high prices, and lack of innovation in functions. Xiaomi is in second place, with its market share increasing from2020of the year16.8%rise2022in the first quarter18.6%, shipments are1270Wan deputy. Xiaomi has an absolute advantage in the low-end market with its rich product line, low price and strong channel advantages. Samsung ranked third, its market share from2020of the year6.2%rise2022in the first quarter11.1%, shipments are760Wan deputy. Samsung mainly relies on its high-end productsGalaxy Budsseries, competing with Apple in the high-end market. Huawei ranked fourth, with its market share ranging from2020of the year18.4%Down2022in the first quarter10.9%, shipments are750Wan deputy. Huawei has been affected by US sanctions and chip shortages, inTWSThe headphone market has lost some advantages. The fifth and sixth brands wereOPPOandvivoIts market share is5.7%and3.8%, the shipments were390Wan Pai and260Wan deputy.

In terms of brand competition, Xiaomi has an absolute advantage in the low-end market by relying on its low-price strategy and brand influence. Huawei relies on its high-end productsFreeBudsseries, competing with Apple in the high-end market. Apple has encountered strong challenges in the Chinese market, mainly because of its slow product updates, higher prices, and faster competitors to catch up.OPPOandvivoWith its channel advantage and brand loyalty in the smartphone market, inTWSThe headphone market also has a good performance. In addition to these mainstream brands, there are many other branded and non-brandedTWSheadphones compete for share in the market, such as rambler,QCY、FIIL、CGWait.

3.TWSHeadset Industry Trends and Opportunities

1. Technological innovation and functional improvement

TWS headset as a smart wearable device, its technological innovation and functional improvement is an important driving force to promote the development of the industry. With the continuous progress of Bluetooth technology,TWSHeadphones have been significantly improved in terms of connection stability, transmission rate, sound quality restoration, and power consumption control. in addition,TWSHeadphones are also adding new features and features, such as active noise reduction, transparent mode, spatial audio, wireless charging, touch control, voice assistants, etc., to meet the needs and preferences of different consumers. Champ Consulting believes that the futureTWSHeadphones will also have breakthroughs and innovations in the following areas:

Computational audio: Computational audio refers to the processing and optimization of audio signals through algorithms and artificial intelligence technologies to provide a better auditory experience and interaction. Calculating audio can realize functions such as audio enhancement, repair, conversion, and synthesis, and can also realize functions such as audio personalized customization and intelligent recommend. Calculating audio allowsTWSThe headset becomes an intelligent platform, not just an output device.

THE Audio:THE Audiois a Bluetooth-based5.2standard new audio technology, which uses a new type of audio technology calledLC3The new codec can provide higher sound quality at lower bit rates while reducing power consumption and latency.THE AudioMulticast and share features are also supported, allowing multiple devices to connect to the same audio source or share the same audio stream at the same time.THE Audiois expected to be2023commercial beginning of the year.

Health monitoring:TWSBecause of its close to the ear, the headset can monitor and analyze the user's health status, such as heart rate, blood pressure, blood oxygen, body temperature, etc., through built-in sensors and algorithms.TWSThe headset can also provide some health management and advice services through linkage with other smart devices or applications, such as exercise guidance, sleep assistance, and emotional regulation.

2. Consumption upgrade and market segmentation

As a kind of consumer goods, the market demand of TWS headphones is also affected by the consumption concept and consumption ability of consumers. With the development of China's economy and the improvement of people's living standards, consumers areTWSThe demand for headphones is also constantly upgrading and diversification. On the one hand, consumers areTWSThe requirements of sound quality, function and design of headphones are also getting higher and higher, and they are willing to pay higher prices for better products. On the other hand, consumers areTWSThe use of headphones and the use of more and more diversified, need more to meet their own needs and preferences of the product. Champ Consulting believes that the futureTWSThe following market segments will emerge in the headphone market:

High-end market: The high-end market refers to those prices.1000More than yuan, with high brand awareness and quality assurance, to provide higher sound quality and functional performance, as well as better user experience and services.TWSHeadset products. Consumers in the upper end of the market are usuallyTWSHeadphones have higher requirements and expectations, as well as strong spending power and willingness to pay. The competition in the high-end market mainly lies in technological innovation and brand influence.

Professional markets: Professional markets are those that provide specialized or personalized solutions for specific use cases or purposes.TWSHeadset products. Consumers in the professional market are usuallyTWSHeadphones have clear needs and preferences, as well as high loyalty and word-of-mouth communication. Competition in the professional market is mainly about product differentiation and user stickiness.

Trend market: Trend market refers to those who pay attentionTWSThe appearance design, fashion elements, cultural attributes, etc. of the headset provide a high aesthetic value and personality expression.TWSHeadset products. Consumers in the trendy market are usuallyTWSHeadset has a strong emotional identity and sense of belonging, but also has a high degree of follow and recommend. The competition in the trend market mainly lies in product creativity and brand image.

4.TWSHeadset Industry Risks and Challenges

1. Market saturation and homogenization

TWS headphones as a new form of headphones, although its market growth rate is very fast, but it will inevitably encounter the problem of market saturation. Global Regional MarketsTWSHeadset growth is slowing. especially in a mature and highly competitive market like china,TWSHeadphones have gone from an incremental market to a stock market. This means that the futureTWSThe headset industry will face a more brutal competitive environment, and brands need to use more ways to grab users and share.

At the same time,TWSThere is also a serious problem of homogenization in the earphone industry. DueTWSHeadphones involve a variety of technical fields, such as Bluetooth technology, audio technology, battery technology, etc., and these technical fields have high technical barriers and patent protection, resulting in many brands unable to independently develop or innovate, and can only rely on some general or mature solutions or chips. This leads to a lotTWSHeadset products in the function, performance, design and other aspects of the lack of differentiation and characteristics, it is difficult to form the core competitiveness. This has led to a large number of similar or copycat products on the market, reducing the user's choice and experience, and also affecting the healthy development of the industry.

2. Rising costs and falling profits

As an electronic product, the cost of TWS headphones is affected by many factors, such as raw material prices, labor costs, transportation costs, exchange rate fluctuations, etc. In the past two years, the prices of some commodities and raw materials, such as copper, cobalt and lithium, have risen due to changes in the international situation and the impact of the epidemic. At the same time, labor costs are also rising, especially in some areas where manufacturing is concentrated, such as Guangdong and Zhejiang. In addition, transportation costs have increased significantly due to the epidemic and the imbalance between supply and demand, such as container freight and air freight. These factors have ledTWSThe production cost of headphones has risen, thus compressing the profit margin of the brand.

At the same time,TWSThe headphone industry is also facing declining profits. On the one hand, due to the intensification of market competition and consumers' sensitivity to prices, many brands have to adopt low-price strategies or provide more concessions and subsidies in order to seize market share and users, thus sacrificing profits. On the other hand, due to the diversification and segmentation of market demand, many brands have to invest more R & D and marketing resources in order to meet the needs and preferences of different consumers, thus increasing operating costs. These factors have ledTWSThe profit margin of the headphone industry has declined and even lost money.

Conclusions and recommendations

To sum up,TWSHeadset industry is an industry full of opportunities and challenges. With the promotion of technological innovation and consumption upgrading,TWSThe headphone market still has huge development potential and space. However, as the market saturates and competition intensifies,TWSHeadset industry is also facing many risks and difficulties. Champ Consulting Group, based on its understanding ofTWSThe analysis of the earphone industry gives the following suggestions:

Brands should focus on technological innovation and product differentiation, and provide higher value in terms of sound quality, function, and design to meet the needs and preferences of different consumers and form core competitiveness.

Brands should focus on market segments and target users, and provide professional or personalized solutions to increase user stickiness and loyalty, and form brand influence.

Brands should reasonably control costs and pricing, avoid over-reliance on low-price strategies or excessive premium strategies, and make flexible adjustments according to market changes and user feedback, and form reasonable profits.

Brands should strengthen cooperation and exchanges, and cooperate and communicate with other brands, channels, platforms, content providers, etc., to expand market coverage and user reach, and form a benign ecology.