According to IDC's "China Wireless Headphone Market Quarterly Tracking Report, Q4 2021", China's Bluetooth headset market shipments in 2021 will be about 120 million units, an increase of 21.1% year-on-year. Among them, the growth of true wireless headphones has a significant driving effect on the overall Bluetooth headset market, with shipments of about 80.92 million units in 2021, an increase of 28.0% year-on-year. It is estimated that the Shipment volume of China's Bluetooth headset market will be about 130 million units in 2022, an increase of 13.1% year-on-year. Among them, the shipment of true wireless headphones is expected to be 94.56 million units, an increase of 16.9% year-on-year.
Judging from the trend of the price segment, the slight upgrade trend of the market within 200 yuan is obvious. In 2021, the proportion of products within 100 yuan has declined, while the proportion of products within 100-200 yuan has increased significantly. In 2022, 100-200 yuan and 200-400 yuan product shipments will have important growth space, so from this point of view, the flagship product layout of the high-end market is also particularly critical for future brand development.
The sales channels of Bluetooth headsets are also quietly changing. The data shows that online channel shipments account for 69% in 2021. The rapid development of online channels has greatly increased the penetration of the market. In addition, more entry-level products are involved in the process of promoting the penetration of the sinking market. In the future, with the more in-depth participation and layout of mobile phone manufacturers, the sinking market still has a large space. Nowadays, the Bluetooth headset market is in the fiercely competitive Red Sea on the one hand, and on the other hand, it is gradually upgrading in terms of technology, quality and design, and the market acceptance is gradually improving at any time, and the future prospects can be expected.