IDC: In the first half of 2024, China’s Bluetooth headset market shipped 55.4 million units, a year-on-year increase of 20.8%, and open-type headsets surged 303.6% year-on-year.

According to news from this site on August 5, the latest "China Wireless Headset Market Monthly Tracking Report" released by International Data Corporation (IDC) shows that in the first half of 2024, China's Bluetooth headset market shipments reached 55.4 million units, a year-on-year increase of 20.8%. Among them, the true wireless headset market shipped 35.08 million units, a year-on-year increase of 5.6%; the open headset market grew strongly, with 11.84 million units shipped in the first half of 2024, a year-on-year increase of 303.6%.

IDC believes that in the first half of 2024, under the background of double-digit year-on-year growth in China's overall Bluetooth headset market shipments, different forms of products show large development differences. The main contents of the report attached to this site are as follows:

1. The growth of true wireless earphones is still driven by price drops

The growth of true wireless earphones will slow down in the first half of 2024. With the popularization of active noise reduction technology, product technical barriers have dropped significantly. , at this stage, there is a lack of new technologies that can allow consumers to clearly perceive differences to drive the market.

The price war in the true wireless market is fierce, with leading manufacturers accelerating the deployment of entry-level products, and promotional policies tied to mobile phones to promote low-priced products. Small and medium-sized manufacturers focus on price and technology, resulting in serious product homogeneity; long battery life, deep noise reduction, and low price have become the mainstream of the market. At present, price drops are still an important factor driving the growth of the true wireless market. In the first half of 2024, the share of shipments in the price segment below 200 yuan (tax included) has reached 65%, an increase of 11 percentage points from the same period last year.

2. Open-back headphones continue to grow strongly

In terms of form, the shipment volume of true wireless earhook products in the first half of 2024 will increase by 1015% year-on-year, and the shipment volume of ear clip products will increase by 522% year-on-year. The development of bone conduction, which has certain technical barriers and specific user groups, has entered a relatively stable stage, with shipments in the first half of 2024 increasing by 34% year-on-year.

Compared with the crazy expansion in 2023, the month-on-month growth rate of the open market in 2024 has slowed down. Among them, the share of head brands in the ear hook market has been diluted, and subsequent head brands will need to expand their influence by enriching production lines and expanding channels. The ear clip market has become polarized with the entry of Huawei and Bose, which have the ability to charge a premium. With the in-depth layout of leading manufacturers and the popularization of consumer awareness of this product, the open market will gradually transition from the window period to the reshuffle period, and leading brands need to reshape the market.

3. The scale of neck-worn headphones continues to decline

The shipment volume of neck-worn headphones in the first half of 2024 fell 24.1% year-on-year. In the long term, the scale of this category will continue to decline, mainly affected by two points. One is true wireless And the open type plays a certain role in replacing it. With the gradual popularization of the positioning function of true wireless earphones, the anti-loss advantage of neck-mounted earphones is further squeezed; secondly, in the high-price segment, head manufacturers reduce investment in this category , only used to complete the product line.

4. Headphone shipments are picking up

In the first half of 2024, headphone shipments will increase with the launch of new head brands. In addition to the launch of regular replacement models, international audio manufacturers have begun to With the layout of the sub-flagship series, the market over a thousand yuan has become more segmented. Domestic audio manufacturers focus on entry-level products. The diverse needs of consumers are met.

IDC predicts that the overall market shipments of Bluetooth headsets will still maintain a slow growth trend in the future. Among them, true wireless, which has become the mainstream of the market, will still maintain its leading edge; the growth rate of open-type wireless will gradually stabilize after the window period in 2024; the neckwear market will gradually shrink; it is expected that the headwear market will rely on certain technical barriers and relatively stable consumers. , demand for high-quality audio has grown slightly.

The above is the detailed content of IDC: In the first half of 2024, China’s Bluetooth headset market shipped 55.4 million units, a year-on-year increase of 20.8%, and open-type headsets surged 303.6% year-on-year.. For more information, please follow other related articles on the PHP Chinese website!