2023年消费电子行业出海白皮书：蓝牙耳机市场深度解读.pdf

20232023.12INDEX耳机市场规模未来发展前景01日常听音场景专业运动场景沉浸娱乐场景02市场格局用户需求0301500:Statista,Counterpoint,Canalyst,Meet Intelligence4$68$46$37$38$77$164$289$373$476$576$679$769$819$859201220132014201520162017201820192020202120222023E2024E2025E2026EA2DP5.012-16 CAGR 19%16-21 CAGR 48%()21-23 CAGR 18%23-26 CAGR 8%-:Meet Intelligence52008A2DP20104.020165.020205.22010OnkyoSonyBragi The Dash2016APPLEiPhone 73.5mm2017SAMSUNGAndroidios2018Android20193.5mm :Meet Intelligence6360 :Euromonitor,Meet Intelligence7/TWS25%202337%2027/Airpod 3Airpod Pro 2+47%02Part 2.TA:Meet Intelligence10TATAAM 8:30AM 11:30PM 1:003TATATAPM 4:00PM 7:00TATA:Meet Intelligence11Hi-Res :Euromonitor,Meet Intelligence12AirpodsAirpodsHaylouOraimoVolkano45%8%14%6%5%30%7%3%8%3%24%7%7%12%5%15%11%19%2%0%16%7%3%6%1%-:,AMAZON,Meet Intelligence13$300-:AMAZON,SHOPEE,LAZADA,MERCADO,Meet Intelligence14$3000%30%60%0%30%60%0%30%60%0%30%60%0%30%60%2023Eby volume-15:Qualcomm,Meet Intelligence1643%17%-201520212023SonyLDACAptxlosslessL2HCCDSONY2021CDAirpods Pro2$169Sony LinkBuds S$178Vivo iQoo TWS1$53Huawei Freebuds Pro3$213AirpodsSONYLDAC150VIVOHUAIWEICD200:,Meet Intelligence17-SkullCandy Rail ANC TWS2023$99.99Sony WF-1000XM52023$299.99AI:Statista,CVS Health,Meet Intelligence 18-+X55%77%+HUAWEI2022+xHonor Earbuds 3 Pro2022$125Huawei FreeBuds Pro2+2023$205OnePlus Buds Pro 22023$120-:,Youtube,Meet Intelligence19Hi-ResLDACAptxlosslessKOLBGC&CTV/OOHPGCKOLBeats1-:,Youtube,Meet Intelligence20123BeforeAfterBoseBGC NOTHING:,Meet Intelligence 212020OnePlus()60+2202296M2023Ear(2)$1494.5gHi-res36hrEar(stick)$994.4g12.6mmPhone(2)$699Nothing OS 2.050MP6.7LTPO AMOLED NOTHING:,Meet Intelligence 22NOTHING 2021NOTHING Ear(1)20233Ear(2)28.3()NOTHINGSelfridgesKithKaDeWeLane CrawfordEar(2)ShortCircuitWVFRM PodcaWaveform Clips156.2 NOTHING:,Meet Intelligence 23NOTHINGNOTHING 20217NOTHINGStockX1001,02910Part 2.TA:Meet Intelligence:Meet Intelligence26:Meet Intelligence27(+)/&0-1/-:Meet Intelligence28$300-29:,Meet Intelligence30-Shokz Open Run(2021)$129.95Oladance OW1(2022)$129.99:,Meet Intelligence31/-/Openswim$149.95IP682M2Hrs4GB1200Unigear Bombing$69.9920-/:Instagram,TikTok,Youtube,Meet Intelligence 32-:Instagram,Meet Intelligence 33&KOL&KOLKOLBGCKOLTOZOInsAndrewwhenderson152.25SHOKZrunmeb12.2Paul_chelimo12.2campaign SHOKZ:,Canalys,Meet Intelligence34201160202243.22023OpenRun$129.958OpenFit$179.9528OpenComm2$159.954682022 SHOKZ:,Meet Intelligence35SHOKZSHOKZSHOKZ3,800+2023ShokzShokz20202011 SportzM12013Bluz2020OpenMove SHOKZ:Instagram,Meet Intelligence362016SHOKZ SHOKZINSTAGRAM2022SHOKZ3SHOKZaustinmarathon2.45kmrundisney60.8Htcrelay1.3200BestBuyCostcoSHOKZ SHOKZ:,Instagram,Meet Intelligence37KOL/KOCSHOKZSHOKZ#SHOKZINSTAGRAMBE OPEN“AALIONTHERUN1Part 2.:Meet Intelligence39/:Meet Intelligence:Meet Intelligence41(+)0-1&IP-:Meet Intelligence42$300$35135$135300$35HIFI40+43:Meet Intelligence44-202270%30025%23.2%Airpods Max2020 17.6%Sony WH-CH720N(2023)192g:Meet Intelligence45250Sony WH-1000XM52022$289.998APP20Beats Studio Pro2023$349.952B&O BEOPLAY H952020$9995-:Instagram,Meet Intelligence 46 Sennheiser Momentum 4 Wireless42mmBeats Studio ProBose QuietComfort UltraB&O H95Beats Studio Pro Master&Dynamic:,Meet Intelligence 472014Jonathan Levine194015+INSTAGRAM3.2+20232023MW75$5993240mmMH40Wireless$3993040mmMW08$2994211mm MASTER&DYNAMICIP:Meet Intelligence48M&D2017M&DM&DM&D2019LVLV2020LVM&D2020LVIns167M&D:Instagram,Meet Intelligence49KOLM&D#,23.5%DJ,35.3%,11.8%,11.8%,17.6%2022INSTAGRAM#DJ#MASTER&DYNAMIC:Meet Intelligence50M&D MASTER&DYNAMICSlowear2016M&DBrooklynWet03:Euromonitor,Meet Intelligence()US$94US$92US$88US$54US$38US$30US$28*62026e202323-26 CAGR11.0%10.0%7.6%25.0%8.2%7.1%11.9%:Euromonitor,Meet Intelligence532023US$87.92023US$4.52026US$117.02026US$6.08010012070220370(US$)(/)2023 vs 2026()10%:Euromonitor,Meet Intelligence542023(vs 2019)/US 78.2%(+22.9%)CA 69.6%(+47.2%)3108()BestBuy/US 21.8%(-22.9%)CA 30.4%(-46.7%)US 9.4%(-18.2%)CA 19.0%(-30.4%)US 2.0%(-1.5%)CA 8.7%(-14.0%)US 10.4%(-3.1%)CA 2.7%(-2.4%):GWI,Meet Intelligence55TipsDTC(APP)TipsTAZ4TATA4TA:Euromonitor,Meet Intelligence562023 vs 2026()2023US$16.62023US$15.12023US$11.52023US$9.42023US$4.92026US$29.02026US$14.92026US$12.92026US$11.72026US$6.09011013015017070170(US$)(/):Euromonitor,Meet Intelligence57/UK 39.5%DE 72.4%FR 55.6%ES 63.8%IT 54.0%(-25.2%)(-10.7%)(-8.8%)(-2.8%)(-11.8%)UK 60.5%DE 27.6%FR 44.4%ES 36.2%IT 46.0%(+25.2%)(+10.7%)(+8.8%)(+2.8%)(+11.8%)UK 33.0%DE 62.8%FR 36.0%ES 47.9%IT 44.4%(-22.7%)(-8.4%)(-4.8%)(-1.5%)(-13.1%)UK 6.2%DE 1.4%FR 11.6%ES 10.1%IT 6.7%(-2.3%)-(-2.9%)(-0.9%)(-0.7%)UK 0.4%DE 8.3%FR 8.0%ES 5.7%IT 2.9%(-0.1%)(-2.3%)(-1.1%)(-0.4%)1.9%/2023(vs 2019):GWI,Meet Intelligence58TipsPRSEOSEMTipsTA X 3TATA 44TA:Euromonitor,Meet Intelligence592023 vs 2026()2023US$8.72023US$4.72023US$3.42023US$4.32023US$5.02026US$12.62026US$5.82026US$4.42026US$5.82026US$8.075105135306090(US$)(/):Euromonitor,Meet Intelligence60ID 32.9%TH 31.2%MY 32.1%PH 28.5%VN 23.4%(+13.9%)(+16.2%)(+9.7)(+14.4%)(+12.2%)/ID 67.1%TH 68.8%MY 67.9%PH 71.5%VN 76.6%(-13.9%)(-16.2%)(-9.7%)(-14.4%)(-12.2%)ID 54.6%TH 57.9%MY 67.8%PH 71.3%VN 76.6%(-12.3%)(-14.3%)(-9.7%)(-14.1%)(-12.2%)ID 12.5%TH 10.9%MY 0.1%PH 0.3%VN/(-1.7%)(-2.0%)(-)(-0.2%)/*2023(vs 2019)SHOPEELAZADA:GWI,Meet Intelligence61TipsTipsTAZ33hrTATA 5KOLTA:Euromonitor,Meet Intelligence622023 vs 2026()2023US$3.92023US$6.22023US$5.92026US$5.12026US$7.42026US$10.411014017050100150200250300350400(US$)(/):Euromonitor,Meet Intelligence632023(vs 2019)/SA 63.8%AE29.3%ZA 46.0%(-12.2%)(-1.9%)(-7.2%)SA 17.3%AE45.7%ZA 29.6%(-1.4%)(-0.2%)(-5.1%)SA 18.9%AE25.0%ZA 24.4%(+13.7%)(+2.1%)(+12.4%)SA 81.1%AE75.0%ZA 75.6%(-13.7%)(-2.1%)(-12.4%):GWI,Meet Intelligence64TipsTipsTAZ6TATA5TA