In the new market of OWS headphones, the number one player Shokin has made a stand with two new products
Air focuses on flagship-level price-performance ratio, and Pro evolves bone conduction headphones into polygon warriors.
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On April 12, Shokin held the 2024 Spring New Product Launch Conference in Beijing.
In addition to bringing two new headphones, it also signed film and television star Li Xian as a global brand spokesperson, and jointly issued the group standard of "Ergonomic Technical Requirements and Evaluation Methods for Bone Conduction Headphones" with the China Institute of Standardization......
After one operation, it is not lively.
As usual, before the start of the main meal, we gave a speech by the leader.
Rest assured, the water is wrung out, and we only look at the dry goods:
Up to now, Shokin headphones have opened 2,800 stores around the world, and 30+ brand image stores have been opened in Beijing, Shanghai, Shenzhen, Wuhan, Chengdu and other cities;
In 2023, the revenue of Shokin headphones in China will exceed 1 billion, the global sales will exceed 4 billion, and the global product sales will exceed 5 million units;
In 2023, Shokin headphones will achieve the first place in the global sales of in-ear headphones and the first in the world sales of sports headphones;
In 2023, Shokin headphones will hold 400+ themed events and participate in 100+ sports events around the world, and this year it will officially become the only official designated earphone for the trail running event UTMB;
In 2024, Shokin Technology will celebrate its 20th anniversary;
In addition, after years of exploration, Shokin has accumulated the DirectPitch directional sound field technology for bone conduction headphones and the LeakSlayer dragon slaying technology for air-conductive open earphones.
In terms of product categories, focusing on running, cross-country, cycling, business office, underwater and other scenarios, OpenRun, OpenFit, OpenComm, OpenSwim and other headset lines have been launched one after another.
In terms of data, the industry veteran player Shokin has achieved very bright results in the past.
In particular, last year, a new category of OpenFit airconduction open-back headphones was launched in a timely manner, which withstood the competitive pressure from emerging market categories. Although Shokin did not announce the specific sales figures of OpenFit, Yang Yun, CEO of Shokin China, said at the meeting that OpenFit has achieved the first sales of single products in the open-ear earhook headphone category in 2023.
Looking at the entire market, last year the OWS headphones also ushered in a new machine.
According to the latest data report released by IDC, a total of 6.53 million domestic OWS headphones were sold last year, a year-on-year increase of 130.2%.
Seeing the market trend, keen manufacturers, of course, also smelled the business opportunities.
Just recently, we have seen Xiaomi and Anker launch new earphones one after another, among which Xiaomi is priced at the extreme of 699 yuan, trying to seize the initiative in this market.
In the face of menacing new manufacturers, how will the old player Shokin respond?
Reduce the price by 500 yuan, wear the coat of Air, and compete for the market with flagship-level performance
Perhaps in response to the pricing of 699 yuan for Xiaomi's open-back earphones, Shokin brought an OpenFit Air open-earphone for 798 yuan at the spring press conference.
Compared with OpenFit, the price has dropped by 500 yuan.
In terms of form, the OpenFit Air is not much different from the OpenFit, and it has also been optimized in terms of wearing comfort.
One of them, the tail of the earphone is designed with a cavity. The cavity part is made of skin-friendly silicone, which has a certain deformation ability, which can better adapt to the user's different sizes of ears when wearing.
Due to the elastic deformation properties of the cavity, it can provide a larger space extension for users with large ears, and users with small ears can get a better feeling of envelopment.
In addition, OpenFit Air also has a double fold design, which optimizes the bending and beveling of the earphone housing according to the characteristics of the pinna and earnails of different races and genders, so that the earphones can fit more closely to the ear.
The weight of the whole machine (single ear) is also controlled at a more friendly 8.7 grams.
In terms of audio functions, OpenFit Air has the same 18x11mm driver as OpenFit, and DirectPitch directional sound field and dynamic low-frequency enhancement algorithm are also supported.
It's just that the battery life is slightly inferior to OpenFit, and the maximum listening time at a time is 6 hours. The earbuds can support fast charging, and a 10-minute charge can replenish 2 hours of battery life.
Dual-mode evolution, so that bone conduction headphones can go up the mountain and enter the water
On another battlefield of OWS headphones, Shokin has evolved the new bone conduction headset OpenSwim Pro into a polygon warrior through the blessing of dual-mode connection.
As early as 2019, Shokin launched OpenSwim, a bone conduction headset with MP3 function, for underwater swimming.
The wonderful underwater listening experience is favored by consumers.
Now, the newly released OpenSwim Pro adds Bluetooth connectivity in addition to MP3 mode, allowing the headphones to be used for everyday exercise just like regular bone conduction headphones.
OpenSwim Pro has a built-in 32GB storage space, which can turn on MP3 mode to play local audio content such as music and podcasts in underwater swimming scenes.
Technically, it uses the upgraded PremiumPitch 2.0+ bone conduction technology and the driver is tilted 30° to make it more comfortable to listen to.
For underwater listening, the frequency response curve is also adjusted to provide the option of swimming sound effect.
It is worth mentioning that OpenSwim Pro, which is extremely airtight, also deliberately reserved a microphone cutout. With the neural network algorithm, it supports call noise reduction function, which is more suitable for daily use.
OpenSwim Pro has a battery life of up to 9 hours in Bluetooth mode and 6 hours in MP3 mode. It also supports fast charging, which can be used for 3 hours after 10 minutes of charging.
Summary of the bay
In the face of new players and new markets, Shokin uses an open-back headset with a greatly reduced price and undiminished performance, and an all-round bone conduction headset to cope with competition and demonstrate its industry status.
And in the future, we will wait and see what the OWS headphone landscape will be.
In addition, we will also bring you the product evaluation experience of these two new headphones in the future, so stay tuned.
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Author: Dada / Shenzhen Bay
Editor: Statement / Shenzhen Bay