China‘s Bluetooth earphones have come back to life: the true wireless ultra 7 has seen an open surge in bone conduction and other options

    Among them, the shipment volume in the second quarter was 25.27 million units, a year-on-year increase of 9.9%, marking the first positive growth since 2022, and market demand is beginning to show a recovery state.

    The segmented market situation of Bluetooth earphones in the first half of 2023 is as follows:

    True wireless earphones: The shipment volume was 33.22 million units, a year-on-year increase of 0.5%; Among them, 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 recover positive growth besides open headphones, while also driving a rebound in the overall market.

    Neck Bluetooth earphones: The shipment volume was 7.01 million units, a year-on-year decrease of 16.3%; In the second quarter, 3.81 million units were shipped, a year-on-year decrease of 3.8%. The collar market also rebounded from a sustained negative growth state to a positive growth rate of 8.1% in the second quarter.

    Headworn Bluetooth earphones: The shipment volume is 2.72 million units, a year-on-year decrease of 15.7%; Shipped 1.46 million units in the second quarter, a year-on-year decrease of 13.1%. The market share of top manufacturers increased relatively in the second quarter, which is related to the mid year promotion.

    Open Bluetooth earphones: shipment volume 2.93 million units, a year-on-year increase of 125.2%; Shipped 1.96 million units in the second quarter, a year-on-year increase of 158.2%. The open Bluetooth headphone market has maintained stable and positive growth despite the overall unstable economic environment, and its form has further differentiated.

    Among them, bone conduction headphones, as the main product form of open headphones, still maintain a significant growth momentum with the increasing demand for outdoor sports in spring and summer. And as more players enter, the threshold decreases, driving the proportion of mid to low price ranges to increase.

    Ear mounted and ear clip products are mainly based on air conduction technology. The price distribution of ear mounted products is clearly polarized, while ear clip products are concentrated in the entry-level market represented by white brands, quickly penetrating the market with low prices and flexible channel advantages.

    IDC predicts that the shipment volume of Bluetooth earphones in China will reach 94.86 million units in 2023, a year-on-year increase of 2.7%. Among them, the shipment volume of true wireless earphones in the market will reach 70.47 million units, a year-on-year increase of 3.3%.