Luotu Technology: Q1 China's online sales of Bluetooth headsets reached 17.57 million pairs

According to the Luotu Technology report, in the first quarter of 2024, the sales volume of China’s Bluetooth headset online monitoring market was 17.57 million pairs, a year-on-year increase of 15.0%; the sales volume was 3.91 billion yuan, a year-on-year increase of 16.0%.

Among them, OWS open-back headphones have a share of 14.4% in the online headphone market, an increase of 7.7 percentage points compared with the same period last year, and sales increased significantly by 148% year-on-year. major increase in the market.

True wireless 55%, a year-on-year increase of 2%;

Open type 14%, a year-on-year increase of 148%;

Wired in-ears 8%, no change year-on-year;

Bluetooth headset 7%, a year-on-year increase of 16%;

Bone conduction 6%, a year-on-year increase of 12%;

Neck hanging 5%, a year-on-year decrease of 15%;

Wired headsets accounted for 4%, down 1% year-on-year;

Although TWS true wireless headphones still account for more than half of the online market, the market has entered the stock replacement stage, and its share has dropped by 7 percentage points. Sales volume has shown Slow growth, with an increase of only 2%, and the market even shows a trend of OWS replacing TWS.

Luotu Technology said that in March, the penetration rate of OWS products in the 0-300 yuan headphone market reached 23%, the highest in the market in each price segment. Low-end OWS open-back headphones don’t have any air directional sound technology, just a horn speaker. Luotu Technology believes that after the OWS market matures and stabilizes, this type of product will be gradually eliminated.

Well-known domestic headphone manufacturers such as Xiaomi, Shaoyin, Edifier, Baseus, and Sanag have launched mid-range OWS open-back headphones. According to data from RUNTO, in March 2024, the penetration rate of OWS in the 300-700 yuan range was 21%. This price range will be the key layout target for domestic brand OWS products.

Brands such as Bose, Sony, Beats, Huawei and Shaoyin focus on the high-end OWS market, promoting an increase in market penetration of 1,000+ yuan.

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