Growth and Trends in the Chinese Bluetooth Headphone Market in 2024

TapTechNews May 26th news, according to the report of Luotu Technology, in the first quarter of 2024, the sales volume of the online monitoring market of Chinese Bluetooth headphones was 17.57 million pairs, with a year-on-year increase of 15.0%; the sales amount was 3.91 billion yuan, with a year-on-year increase of 16.0%.

TapTechNews attached the share of each type of headphones:

True Wireless 55%, with a year-on-year increase of 2%;

Open Type 14%, with a year-on-year increase of 148%;

Wired In-Ear 8%, no change year-on-year;

Bluetooth Over-Ear 7%, with a year-on-year increase of 16%;

Bone Conduction 6%, with a year-on-year increase of 12%;

Neckband 5%, with a year-on-year decrease of 15%;

Wired Over-Ear 4%, with a year-on-year decrease of 1%;

Among them, the share of OWS open-type headphones in the online headphone market reached 14.4%, an increase of 7.7 percentage points compared to the same period last year, and the sales volume increased significantly by 148%, which is the main increment of the overall headphone market.

Although the share of TWS true wireless headphones in the online market still accounts for more than half, but the market has entered the stage of stock replacement, the share decreased by 7 percentage points, and the sales showed a slow increase, with an increase of only 2%, and there is even a trend of OWS replacing TWS in the market.

The analysis of Luotu Technology stated:

By March 2024, the penetration rate of OWS products in the 0-300 yuan headphone market reached 23%, which is the highest among all price segment markets. The low-end OWS open-type headphones do not have any air directional sound transmission technology, just a speaker. Luotu Technology believes that after the OWS market becomes mature and stable, this type of product will be gradually phased out.

Domestic well-known headphone manufacturers such as Xiaomi, Shokz, Edifier, Baseus, and Sanag have launched mid-range OWS open-type headphones. According to the data of Luotu Technology (RUNTO), in March 2024, the penetration rate of OWS in the 300-700 yuan range was 21%, and this price range will be the key layout object of domestic brand OWS products.

And brands such as Bose, Sony, Beats, Huawei, and Shokz focus on the high-end OWS market, promoting the increase of the penetration rate in the market of more than 1000+ US dollars.

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