Many players enter the game and starters emerge

In terms of brand competition, Apple has set benchmarks for the price range and performance of TWS headphones, and the Android brand is also expanding rapidly. According to Counterpoint statistics, the top three TWS headset shipments in 2019 were Apple, Xiaomi and Samsung, accounting for 47.1%, 6.1% and 5.8%, respectively.


In terms of quarterly data, in Q1-Q4 of 2019, global TWS headset shipments were 17.5 million, 27 million, 33 million and 51 million units respectively, of which AirPods series accounted for 60%, 53%, 45% and 41%, respectively. After the launch of AirPods Pro, it was very popular, and the supply was in short supply, which drove the steady growth of sales. The cost-effective advantages of the Android camp are prominent, but the pattern is more scattered. Taking Xiaomi as the representative, the company's products are mainly LHDC Bluetooth decoding high-definition sound quality, plus the price of 368 yuan close to the people, once launched, sales increased rapidly. At present, the company's market share ranks second in the world, and the proportion of Q4 in 2019 is 8.0%, but there is still a big gap compared with Apple.


The current pattern of TWS earphones is quite similar to that of the time when the cohort of cottages came together. At that time, the era of cottages achieved the hegemony of MTK. Now, with the implementation of binaural transmission solutions by chip manufacturers such as Hengxuan, Luoda, and Realtek, In the second half of 2019, the blowout trend of TWS earphones is not inferior to the glory of the cottage. The sinking of low-end markets and channels made the TWS earphones used by early Apple high-end users approach more ordinary consumers and opened up greater market demand. We believe that with the development of the TWS headset industry, in the future IOT industry will also be born in the smart machine industry Qualcomm, MTK level chip giant.

Post time: 2020-07-24