IDC: China's wireless Bluetooth headset market shipments in the first half of 2023 will be 45.88 million units, down 0.1% year-on-year

According to IDC's "China Wireless Headset Market Quarterly Tracking Report, Q2 2023", China's wireless Bluetooth headset market shipments in the first half of 2023 were 45.88 million units, a year-on-year decrease of 0.1%. Among them, shipments in the second quarter were 25.27 million units, a year-on-year increase of 9.9%, ushering in the first positive growth since 2022 , and market demand began to recover.

The Bluetooth headset market segments in the first half of 2023 are as follows:

True wireless earphones: Shipments were 33.22 million units, up 0.5% year-on-year; 18.04 million units were shipped in the second quarter, up 8.7% year-on-year. The true wireless earphones market became the first product type to resume positive growth, apart from open-back earphones, and also led to a recovery in the overall market.

Neck-worn Bluetooth headsets: Shipments were 7.01 million units, down 16.3% year-on-year; shipments in the second quarter were 3.81 million units, down 3.8% year-on-year. The neckband market also rebounded from a state of continuous negative growth to a positive growth of 8.1% in the second quarter.

Bluetooth headsets: Shipments were 2.72 million units, down 15.7% year-on-year; shipments in the second quarter were 1.46 million units, down 13.1% year-on-year. The market share of leading manufacturers increased in the second quarter, which was partly due to mid-year promotions.

Open-back Bluetooth headsets: Shipments reached 2.93 million units, up 125.2% year-on-year; shipments in the second quarter reached 1.96 million units, up 158.2% year-on-year. The open-back Bluetooth headset market has maintained stable positive growth despite the overall economic environment being unstable, and its form has become more differentiated.

Among them, bone conduction headphones, as the main product form of open headphones, still maintain a large growth momentum with the increase in demand for outdoor sports in spring and summer. And as more players enter the market, the threshold is lowered, driving the share of the mid-to-low price segment to rise.

Ear-hook and ear-clip products mainly use air conduction technology. Ear-hook products have obvious price polarization, while ear-clip products are concentrated in the entry-level market represented by white-label products, and quickly penetrate the market with low prices and flexible channel advantages.

IDC predicts that China's Bluetooth headset market shipments will reach 94.86 million units in 2023, a year-on-year increase of 2.7%, of which the true wireless headset market shipments will reach 70.47 million units, a year-on-year increase of 3.3%.

Zikuai Technology