Lotu Technology: In Q1, the online sales of Bluetooth headsets in China reached 17.57 million, and the open headsets increased by 148%

In the first quarter of 2024, the sales volume of China's Bluetooth headset online monitoring market will be 17.57 million pairs, with a year-on-year growth of 15.0%; The sales volume was 3.91 billion yuan, up 16.0% year on year. The market shares of all types of earphones are as follows: real wireless earphones accounted for 55%, up 2% year on year; Open headphones accounted for 14%, up 148% year on year; Wired earphones accounted for 8%, unchanged year-on-year; Bluetooth headsets accounted for 7%, up 16% year on year; Bone conduction earphones accounted for 6%, up 12% year on year; Neck mounted earphones accounted for 5%, down 15% year on year; Wired headphones accounted for 4%, down 1% year on year.

Among them, the online market share of OWS (open) earphones accounted for 14.4%, up 7.7 percentage points over the same period last year, with a sharp increase of 148% in sales, which is the main increase in the overall market. Although the online market of TWS (True Wireless) earphones still accounts for more than half, it has entered the stock replacement stage. The market share in this price segment has declined by 7%, and the sales volume has also shown a slow growth trend. There is even a trend of OIS replacing TWS.

By March 2024, the market penetration rate of OIS products at the level of 0-300 yuan will reach 23%, becoming the highest among all price segments. Low end OIS products do not have any air directional sound transmission technology, just a loudspeaker. However, after the OIS market becomes mature and stable, such products will be gradually eliminated.

According to the data of Lotu Technology, well-known domestic earphone manufacturers such as Xiaomi, Shaoyin, Rambler, Beisi and Sanag have launched mid-range OIS products. These brands include domestic brands and foreign well-known brands. Among them, Rambler and Beisi launched TWS and OWS products respectively. In addition, high-end OIS products such as Bose, Sony, Beats and Huawei are also well known in the market.

In short, with the improvement of consumers' requirements for product quality and the intensification of market competition, OIS products will become more and more popular in the future and are expected to become the core factor for the growth of the industry and enterprises.

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