Shokz dominates China's bone conduction headphone market, accounting for 59% of sales

News on September 25, 2023 shows that the headphone market in China and the world is setting off a new craze. This trend involves key words such as bone conduction technology, open design and non-in-ear headphones. According to the "China Wireless Headphones Market Quarterly Tracking Report" released by the authoritative market research organization IDC, this trend will become more obvious in the first half of 2023. The report shows that in-ear headphones have experienced explosive growth in the second quarter of 2023, with sales increasing by an astonishing 283% year-on-year, and sales increasing by as high as 389% year-on-year.

According to the editor’s understanding , in the bone conduction market, Shokz Shaoyin and Xiaomi have always led the development of the industry. In the first half of 2023, Shokz's single sales accounted for 59.0% of the entire Chinese bone conduction headphone market, becoming the brand with the highest sales. In addition, Shokz also occupies a leading position in terms of shipments, with a market share of 36%. This shows that the Shokz brand has strong influence and product strength in the bone conduction headphone market, especially its flagship bone conduction sports headset OpenRun. Pro topped the list in both sales and shipments, contributing 56% of sales.

Cleer entered the in-the-ear earphone market early, but Shokz Shaoyin’s OpenFit Comfort Circle, an in-the-ear earphone, quickly emerged. In less than 3 months, it accounted for 46.9% of the domestic open-back headphone market sales in the first half of 2023, accounting for 21.9% of shipments, both ranking first. This shows that non-in-ear headphones have been sought after by the industry and users since the second quarter of this year, becoming the most obvious trend and trend in the headphone market

In terms of future prospects, the non-in-ear headphones market is expected to continue to thrive because users are more concerned about wearing comfort. The need for sex is becoming more and more urgent, especially as the content on smartphones becomes increasingly abundant and the time spent using headphones continues to increase. The disadvantage of wearing traditional in-ear headphones in hot weather has also further promoted the market demand for non-in-ear headphones. Therefore, much attention will be paid to whether more major manufacturers will follow suit and enter this market in the future, and whether Shokz can continue to maintain its leading position.

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