Recently, the China Electronic Audio Industry Association (CAIA) released a research report entitled "From the world's largest e-commerce platform Amazon sales data to see the development status of global HiFi headsets", comprehensively and objectively sorting out the current pattern and trend of the HiFi headset market, of which is particularly striking is that China's local audio label HIFIMAN (Heffieldman) after many years of "going to sea", handed over a stunning report card, showing the "HiFi headset new economic era" The heritage and potential of unicorns.
HiFi is becoming increasingly popular with headphones
As we all know, in the past two years, the global epidemic has been shrouded, and many industries have been inevitably affected, and the music industry is no exception. However, the headphone market has always been against the trend, in the past decade, headphones have been the main way for young people around the world to listen to music, especially the fever headphone family after more than ten years of growth and technological iteration, a small number of people with economic ability, or the traditional non-HiFi headphones are not satisfied with the natural entry into the traditional HiFi to the headset consumption map, at the same time, with the recent years of mini decoding ear amplifier machine (commonly known as "small tail") and the booming rise of streaming media platforms, Desktop decoding ear amplifier integrated machine continues to emerge and popularize, the traditional portable high-definition music player to innovate the speed of acceleration; all of this, for the headset, especially HiFi headphones, have constituted a considerable degree of fueling effect, pull up the significance is significant, at present, the HiFi direction of the headset market is still one of the fastest growing portable entertainment equipment. At present, the high-end brands of headphones to take hiFi mainly include: Sennheiser, AKG, Baiya, Focal, Iron Triangle, Sony, Tianlong, Shure, Philips, Wanderer, HIFIMAN, Marshall, etc., which are well known and sought after by international music enthusiasts.
Judgment on the recent head-mounted HiFi headset sales data of Amazon, the largest e-commerce platform
Amazon (Amazon, referred to as Amazon), founded in 1994 in Seattle, the United States, at first only engaged in online book sales business, and now expanded to a wide range of other products, has become the world's largest online retailer of goods and the world's second largest Internet company, it should be emphasized that the United States and even other countries and regions of the world music enthusiasts, especially prefer to buy headphone products on the Amazon platform in the United States, every Christmas, Halloween, Easter and "Black Friday" In the traditional Promotion Season of the West, various labels will also launch a lot of discount activities to attract users to buy.
As the world's largest online shopping platform, Amazon's e-commerce giant has more than 304 million active user accounts and more than half of the online retail sales in the United States, and its influence continues to develop and expand.
At the same time, the Amazon platform has several outstanding advantages that deserve attention and are also key factors in its ability to become the world's largest e-commerce platform.
1. Accurate coverage;
2. Complete categories and rapid logistics system;
3. It is strictly forbidden to brush orders;
4. Low inventory and low refund rate and return rate.
Therefore, the headset category models sold on the platform are relatively the most complete, and their annual sales data is scientific and detailed, which undoubtedly has high-quality authoritative type and great reference analysis significance. Next, take a look at the relevant data on headphone sales in each price range given by CAIA.
$100-$200 price range
In this price range, the market competition is the most fierce, Baiya, Sennheiser and "light of domestic goods" HIFIMAN and other brand models are more, basically occupying most of the market sales share, as follows:
HIFIMAN HE400 series (including HE4XX, HEX4, HE400SE, HE400i and HE400i2020 total 12% (take the average transaction price of 155 US dollars) HE400 series began in 2013, is THEFIMAN's early hot selling main model, has been with cost-effective open flat headphones as the high-light selling point, and widely praised by enthusiasts, industrial design retro and sophisticated, high wearing comfort, high resolution and loud field is its outstanding advantages, Over the years, the series has had a very high price-to-sound ratio, which is also a key factor in its high market share.
In the price range of 300-500 US dollars, the main locked users are advanced music enthusiasts, with certain investment requirements for Taiwan equipment, HIFIMAN SUNDARA and Sennheiser HD6** series occupy a relatively obvious market share advantage, and other brands have a flat voice.
HIFIMAN SUNDARA: 24% ($349)
This is a blockbuster flat panel headset launched by HIFIMAN in 2018, an open flat panel diaphragm unit, using NEO ultra-nano diaphragm technology, sophisticated industrial design and full of technology punk sense, the sound color strives to be natural and loose and durable, and the real reproduction ability is particularly outstanding. Since its listing, it has won numerous awards in the world, won the praise of professional evaluators and burners, and occupies the highest proportion in the price range.
In the price range of 500-1000 US dollars, it is the battlefield of fierce competition between Japanese, German, French and Chinese brands SUCH as HIFIMAN, after all, the consumers in this price range are relatively more mature and rational consumers, combined with their own economic conditions, the potential requirements for headphones are also higher, and this market is also characterized by several head brand models occupying the main theme.
HIFIMANANANDA: 24% ($699)
Released in 2018, ANANDA is a full-size open-plan flat headset launched by HIFIMAN, featuring "easy to drive, good sound", exclusive patent NEO ultra-nano diaphragm unit technology bonus, ANANDA is the pinnacle of hifiman's years of research and development of lightweight, ultra-fine flat drive, with unparalleled flexibility and high sensitivity, can be used in almost any smartphone or portable audio device. Ultra-thin diaphragms for lightning fast response, incredible detail and ultra-low distortion curtain grill design greatly reduce sonic reflections and make sound clearer, and have been the leading seller in this range of Meiya headphones for many years.
Headphone products in the price range of 1000-2000 US dollars basically belong to the flagship or sub-flagship headset category of each brand, and the competition is highly concentrated in several HiFi head labels, "the light of domestic goods" HIFIMAN Has a bright performance in this sub-battlefield, which is enough to compete with several old manufacturers in the United States, Japan and Europe, and it is not a downwind ball at all.
HIFIMANArya: 19% ($1599)
Arya Recording Engineer Edition was originally listed at the end of 2018, and in 2021, the invisible magnet version of the model was further improved, following the exclusive black technology nano-diaphragm and blind grille design, while a new generation of lightweight open design, inheriting the natural loose tone and wide soundstage of the HE1000 series; and introducing the invisible magnet technology that started from the flagship flat headphone SUSVARA to obtain a more pure and complete sound performance, and the potential after being put on stage is great. It is the heart of professional musicians and veteran enthusiasts.
Finally, it is particularly important to highlight the market of $400-500 for moderate enthusiasts, which is particularly concentrated, given that the HIFIMAN new headphones EditionXS (priced at $499) in this range just hit the market in December 2021, and the sales performance throughout the first quarter of 2022 (Q1) is particularly good, which is worth a special analysis.
HIFIMANEdition XS: 37% ($499)
With the blessing of the new technology invisible magnet technology and NEO ultra-nano diaphragm, the EditionXS was launched at the end of 2021 and is a fully upgraded version of the classic model EditionX born in 2015. The invisible magnet is the technical heritage of the flagship flat headphone model SUSVARA, which minimizes the obstruction of sound waves by the magnets located on both sides of the diaphragm, thereby restoring the optimal positioning of the sound field and bringing listeners the listening enjoyment of the central emperor in the front row of the live concert. The thickness of neo ultra-nano diaphragm is only 1/4 of the thickness of The HorizonX diaphragm, and the high-frequency air feeling, analytical power and details have been greatly improved, and even close to the reduction ability of the higher-level products of that year. The improvement of EditionXS is not simply the improvement of the acoustic level, the overall sound is more pleasant to listen to, and the degree of relaxation of the middle and low frequencies is not comparable to EditionX. Although the XS's low-frequency punch to the flesh feels slightly less, it also greatly reduces the fire that the EditionX is not listening to. Thanks to the application of new technologies, the cost of the product is not higher than the sky, but the amount is not increased; the conscience pricing of $499 has obviously become an important reason for its hot sales.
CAIA's affirmation and expectations of HIFIMAN
Through the study of Amazon's recent sales data, it provides detailed and strong data support for the rise of THE HIPIMMAN brand image, which has also won the praise and encouragement of the Audio Association.
There are dozens of brands of mainland headphones, and the market size has reached billions of yuan, and now the entire international headphone market is also expanding. HIFIMAN (Hifiman) as a Chinese local audio brand established for more than ten years, "going to sea" earlier, has a certain first-mover advantage, product strength, marketing power and brand power have a long period of solid accumulation, the most important thing is that the flat headphones have their own core patent technology, coupled with the marketing strategy, in overseas consumers to form an excellent word-of-mouth effect, which is its unique skill to shake the dominant position of overseas traditional manufacturers. As a domestic first-class industry association, the Audio Association also emphasizes that it has the responsibility to help brands improve the quality of patent creation, protection effect, application efficiency and management level, help each head-mounted label to enhance its scientific and technological innovation capabilities and boost word-of-mouth publicity, guide the label to further build a "moat" of intellectual property competition, and earnestly hope that HIFIMAN will build itself into an industry unicorn at the same time, leading more domestic brands to launch high-quality headphones, forming a "cluster effect" in the field of HIFI headsets. Comprehensively compete in this field and international traditional manufacturers, and realize a full range of "curve overtaking" in this field!
Finally, CAIA sent a deep message that no matter how HIFIMAN expands its territory in overseas markets, it will be built on the basis of top voice and core technology, and move forward steadily and down-to-earth, and at the moment when the global economic situation is uncertain, only practical actions can highlight the existence value of the brand to the nation and the country.
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