Analysis of the current development status of bluetooth headphone market

In recent years, smartphone manufacturers have made structural changes to their smartphones, eliminating the 3.5mm headphone jack and combining the headphone jack with the charging port.  For example, international brand iPhone and Chinese local brands such as Huawei and Xiaomi.  The fact that charging and listening cannot be done at the same time due to changes in mobile phone design directly promotes the development of The Bluetooth headset market in China.  At the same time, due to the upgrade of Bluetooth version, bluetooth technology in stability and other aspects of continuous optimization, bluetooth headset quality has been greatly improved.  

In addition, under the wave of "big health", Chinese consumers attach importance to exercise, which directly promotes the growth of the market demand for bluetooth sports headphones.  The size of China's Bluetooth headset market is increasing year by year, from 880 million US dollars in 2016 to 4.02 billion US dollars in 2020, with a compound annual growth rate of 46.08%.  In the future, with the increase of participants in China's Bluetooth headphone industry and the continuous development of Bluetooth technology and headphone technology, we predict that the market size of China's Bluetooth headphone industry will continue to rise and reach 12.09 billion US dollars in 2027.  With the development and application of high-fidelity, stereo dual-channel, noise reduction, true wireless and other technologies, the global sales and sales of Bluetooth headphones are in a rapid growth trend in recent years.  Global sales of Bluetooth headsets reached $18.8 billion in 2020, with 200 million pairs sold, an increase of 24% year-on-year.  It is projected to reach $41.1 billion by 2027, with a compound annual growth rate (CAGR) of 11.69% over the forecast period.  

The size of China's Bluetooth headphone market has been increasing year by year, from 11.52 million pairs in 2016 to 39.24 million pairs in 2019. Despite a downturn in the first quarter of 2020, China's Bluetooth headphone market has rapidly recovered.  In 2020, the sales volume of Bluetooth headset market in China was 50.36 million pairs, with a year-on-year growth rate of 28%, and a compound growth rate of 44.60% from 2016 to 2020.  

As one of the most popular types of Bluetooth headsets, TWS headset sales momentum is still strong despite the epidemic.  In 2020, the global sales of TWS earphones increased by more than 33.75% year on year, and the annual sales exceeded 150 million pairs. It has become a new hotspot of consumer electronics after smart phones.  As an important carrier of voice interaction, TWS smart earphone is becoming a new entrance to the Intelligent Internet of Things, constantly extending to AI, life, health and other fields, and the future market space is very broad.  Based on the analysis of global smartphone shipments in 2020, the current penetration rate of TWS headphones is less than 20%.  And with the breaking of bluetooth technology barriers in China, Huaqiang North White TWS has accelerated the popularization of products to open up market space. Android TWS has reached an inflection point, and the competitiveness of brand manufacturers has begun to appear.  

There are many participants in the global Bluetooth headset market, and there are thousands of Bluetooth headset brands in The Chinese market alone.  However, as the representative enterprise of TWS products attracting high attention from consumers in recent years, Apple Inc. currently has a high advantage in market share.  In 2020, Apple's market share is about 76.11%, which is in an absolute leading position in the industry.  Thanks to the sound development of its eco-chain enterprises, Xiaomi's market share ranks first among local brands in China.  The products of xiaomi's eco-chain enterprises have high cost performance. Combined with its own channel advantages, Xiaomi's Bluetooth headset products have a large shipment volume.  Due to the strong brand foundation, supply chain advantages, channel advantages and other characteristics, some well-known enterprises in the industry, such as Apple, Huawei, Xiaomi, etc., have obvious advantages in the competition.  

At present, well-known brands in the global Bluetooth headset industry include Beats, Samsung (Harman), Xiaomi, GN(Jabra/Vxi), QCY, LG, Huawei, Poly, SONY, Suntec, Philips, Bluedio, Sennheiser, Bose, ZEALOT, etc.  The combined market share of the above 15 enterprises accounts for more than 97%, and the high industry concentration also proves that the leading edge of bluetooth headset industry is obvious.  But competition is likely to intensify in coming years, especially in China.