IDC: China's Bluetooth headset market has achieved positive growth for the first time since 2022, with shipments increasing by 9.9% year-on-year in the second quarter

News from this site on September 26, IDC’s official public account today released the “China Wireless Headset Market Quarterly Tracking Report, Second Quarter of 2023”, which shows that China’s wireless Bluetooth headset market shipped 45.88 million units in the first half of 2023. , a year-on-year decrease of 0.1%.

This site learned from official reports that bluetooth headset shipments in the second quarter of this year were 25.27 million units, a year-on-year increase of 9.9%, ushering in the first positive growth since 2022.

IDC said that this means that with mid-year promotions and consumption picking up, market demand has begun to show recovery. Among them, the overall market price has further dropped, and products in the low-price segment have become the main force driving market growth.

The Bluetooth headset market segment situation in the first half of 2023 is as follows:

True Wireless Headset

• Shipments were 33.22 million units, a year-on-year increase of 0.5 %; of which 18.04 million units were shipped in the second quarter, a year-on-year increase of 8.7%.

• The true wireless headphone market has become the first product type to return to positive growth besides open-back headphones, and it has also led to the recovery of the market. Although the overall true wireless headset market has obviously shifted to the low-price segment, the shipment proportion of active noise-cancelling headsets has remained stable. High cost performance has become an important competitive method for manufacturers in the relatively mature true wireless headset market.

Neck-worn Bluetooth headsets

• Shipments were 7.01 million units, a decrease of 16.3% from the same period last year; shipments in the second quarter were 3.81 million units, a decrease of 3.8% compared with the same period last year

• The neck collar market also rebounded from continued negative growth to a positive growth of 8.1% in the second quarter.

Bluetooth headphones

• Shipments were 2.72 million units, a year-on-year decrease of 15.7%; shipments in the second quarter were 1.46 million units, a year-on-year decrease 13.1%.

• The market share of leading manufacturers increased relatively in the second quarter, which is partly related to the mid-year promotional activities. In addition, in the online market, the high-end market of more than 1,000 yuan is relatively stable, while the offline market is more obviously shifting to less than 1,000 yuan

Open Bluetooth Headset

• Shipments reached 2.93 million units, a year-on-year increase of 125.2%; shipments in the second quarter were 1.96 million units, a year-on-year increase of 158.2%

• The overall economic environment is not yet stable Under stable conditions, the open Bluetooth headset market has maintained stable positive growth and shown further differentiation. In addition to bone conduction technology, ear clips and ear hook products are also developing rapidly. In particular, ear clip products are rapidly penetrating the market at extremely low prices.

IDC predicts that China’s Bluetooth headset market will grow in 2023 Shipment volume will reach 94.86 million units, a year-on-year increase of 2.7%, of which the true wireless headset market will ship 70.47 million units, a year-on-year increase of 3.3%.

▲ Picture source IDC official public account

The current Bluetooth headset market mainly presents the following two characteristics:

Entry-level price segment drives overall market growth

In the second quarter, the price segment of true wireless products within RMB 200 (excluding tax) accounted for 59.6%, and shipments increased by 32.2% year-on-year, thereby driving significant growth in the true wireless market. As brand competition becomes increasingly fierce, manufacturers are exploring the market to gain or stabilize their share and seek a balance between sales volume and operating profits. At the same time, white-label manufacturers are developing rapidly in the entry-level market. Their advantages mainly lie in extremely high cost performance and flexible online channels.

From a consumer perspective, the market has become more price sensitive under the current economic environment. In addition, various new Bluetooth headsets, including different shapes and co-branded styles of brands, can bring some small happiness to consumers, thus triggering consumer demand for these products, which also promotes the sales of entry-level Bluetooth headsets. Sales growth

▲ Picture source IDC official public account

Open market product forms are further enriched

The open market still maintains a trend of rapid and stable growth in the first half of 2023, whether it is bone conduction and air conduction from a technical perspective, or ear hooks, ear clips and neck wear from a morphological perspective formulas, all showing rapid growth.

In the second quarter, the brand concentration in the overall open market was further dispersed, and various manufacturers joined the layout to accelerate market differentiation.

Among them, bone conduction headphones, as the most important product form of open headphones, still maintain great growth momentum as the demand for outdoor sports increases in spring and summer. And as more players enter, the threshold drops, driving the proportion of mid- to low-price segments to rise.

Ear-hook and ear-clip products are mainly based on air conduction technology. The prices of ear-hook products are obviously polarized. Ear-clip products are concentrated in the entry-level market represented by white brands, with low prices. and flexible channel advantages to quickly penetrate the market.

##▲ Picture source IDC official public account

Reference

• The first positive growth since 2022, China’s Bluetooth headset market shipments increased by 9.9% year-on-year in the second quarter. Rewritten content: Since 2022, China’s Bluetooth headset market has achieved positive growth for the first time in the second quarter, with shipments increasing by 9.9% year-on-year

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