China’s Bluetooth speaker market will pick up in 2023, with online sales accounting for nearly 90%

According to news on February 20, the latest report from RUNTO Technology revealed that China’s Bluetooth speaker market will show a rebound trend in 2023. Although market sales have continued to decline in the past few years due to multiple challenges such as mature technology, slow iterative upgrades, and the impact of smart speakers, sales this year reached 23.7 million units, a year-on-year increase of 1.9%. This growth was mainly due to the strong performance of the online market, with online sales accounting for 89%.

The report emphasizes that China’s Bluetooth speaker market has long been dominated by international brands, and local brands have always been at a disadvantage. But in 2023, some local brands will begin to emerge through continuous innovation and differentiation strategies, gradually changing this situation.

According to the editor’s understanding, Harman (Harman Kardon), as an internationally renowned brand, focuses on home-style desktop speakers and computer speakers. With its good looks and unique The design wins over consumers. Its sales share reached 13.6%, ranking first in the market. Marshall, another international brand, uses retro styling and excellent sound quality as its selling points. It has risen rapidly after entering the civilian consumer speaker market, and its online market share will reach 10.7% in 2023.

At the same time, local brand Edifier has achieved growth with its popular new light-cooled energy speaker New-X and various computer speakers with RGB lights. , the online market sales share reached 10.3%, successfully ranking among the top three in the market. In addition, the Chinese brand Morrorart has seized the mid-to-high-end market share by launching a number of innovative products such as the high-end art speaker R1, with its online market share reaching 3.7%.

However, in recent years, Elvis Presley Audio has been slightly insufficient in terms of product innovation and market performance, and the high-end process has slowed down, resulting in a decline in market share. In a highly competitive market environment, brands must continue to innovate and adjust strategies to adapt to changes in consumer demand.

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