Luotu Technology Report: China’s headphone market sales will increase by 9% year-on-year in 2023, with emerging products gaining strong momentum

RUNTO recently released a report on the Chinese headphone/headset market, predicting the sales of this market in 2023. The report pointed out that the sales volume of China's headphone/headset market this year reached 98.95 million pairs, a year-on-year increase of 9.0%. This means that consumer demand for headphones/headset products still maintains a good growth momentum, and the market potential is still huge. This data reflects consumers' continued attention and demand for audio products, and also shows the vitality and potential of China's headphone/headset market. It is expected that in the future, with the continuous advancement of technology and consumers’ pursuit of sound quality experience, earphones/headsets will be segmented according to the wearing method and functional characteristics of the products in this report. There are seven categories, including true wireless Bluetooth headsets (TWS), wired in-ears, Bluetooth headsets, wired headsets, neck-mounted headsets, bone conduction headsets and fully open wearable headsets (OWS). This detailed classification not only shows the diversification trend of the market, but also provides consumers with more choices.

According to statistical data, in recent years, the sales of decorative ear clips and ear hook products have increased dramatically, especially ear clip products. These products quickly gain market share with their price advantages. Consumers' needs for fashion and convenience are met, and these products replace the use of traditional TWS headsets to a certain extent.

Online monitoring data further verified this trend. From 2022 to 2023, the market share of OWS open-back headphones will continue to rise, reaching 12% as of the fourth quarter of 2023, an increase of 7 percentage points over the same period last year. Annual sales data show that a total of 10.57 million pairs of OWS headsets were sold across various sales channels, with a year-on-year growth rate of 114%.

At the same time, the traditional TWS true wireless headset market is gradually encountering competition. According to 2023 data, the market share of TWS headsets dropped to 58%, a decrease of 8 percentage points from the previous year. This shows that with the rise of new headphone products, the traditional headphone market is undergoing major changes.

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