According to a recent report by RUNTO Technology, in the first half of 2023, the audio market in China experienced remarkable growth, with sales of headphones and earphones surging to 48.11 million units, a 6.6% increase compared to the previous year. The market segments, including wired in-ear headphones, true wireless (TWS) earphones, over-ear headphones, and neckband-style earphones, all contributed to this expansion.
The Surge of Domestic Brands: Huawei, Xiaomi, and New Challengers
A notable trend in the market was the balanced mix of both domestic and international brands among the top 10 online sellers. This indicates a shift in consumer preferences, with a combination of loyalty towards local brands and continued trust in foreign tech giants.
While Apple, with its global reputation, retained its position as the leading brand in sales, it experienced a slight decline in market presence. The launch of new AirPods models contributed to increased sales, but it couldn’t fully offset the decrease in older model sales. As a result, Apple’s market share decreased by 2.6%, settling at 23% in the first half of 2023.
Despite this decline, Apple remains a dominant player in the market. However, competition has intensified as established international brands like Sony, Bose, and Beats now face competition from domestic mobile brands. Fortunately, the introduction of new Bluetooth and TWS headphones has helped these international brands maintain positive growth.
On the domestic front, giants like Huawei and Xiaomi, as well as specialized audio firms like Edifier and 1MORE, faced competition from newer entrants. Brands like OPPO and Vivo, known for their mobile devices, made a strong impact in the audio segment, eroding the market share of established players.
The market dynamics are ever-changing, with both established and new brands constantly innovating to capture consumer interest. The second half of 2023 will be critical in determining whether these trends persist or if there will be further disruptions in the market.
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(Via)
