01總出貨量7140萬對，同比下滑14.5%

潮電智庫統(tǒng)計，2022年Q4全球TWS的總銷量為7140萬對，同比下滑14.5%，環(huán)比增長8.1%。

潮電智庫認(rèn)為，一方面受到2022年全球智能手機(jī)出貨量下滑的影響，TWS市場表現(xiàn)低迷。另一方面，受疫情的影響，全球消費(fèi)偏向保守，同時TWS產(chǎn)品缺乏創(chuàng)新，難以拉動消費(fèi)需求。

02地區(qū)占比，美國再成全球最大市場

2022年Q4，美國以28%的銷量占比成為全球TWS最大市場；印度排在最后，份額不足15%（Q3是全球TWS最大消費(fèi)市場）。

值得注意的是，從環(huán)比變化來看，印度TWS市場勢態(tài)急轉(zhuǎn)而下，下滑了28%，而美國和歐洲的TWS市場快速升溫，出貨量環(huán)比分別增長45%、21%。因此，美國>歐洲>中國>印度的市場格局得以形成。

同比來看，印度激增53%；其他地區(qū)均下滑，美國、歐洲和中國各自下降25%、21%、18%。

美國和歐洲TWS市場的活躍，主要離不開蘋果、哈曼、捷朗波、Beats等本土品牌的出色表現(xiàn)，兩個地區(qū)TWS銷量以電商渠道為主，其線下渠道也較為多樣化。

03蘋果占品牌市場五成，Boult Audio暴漲

從品牌端看，TWS出貨量在2022年Q4 排名前三的分別是蘋果、小米和三星。蘋果獨(dú)占TOP10品牌TWS市場份額的56%，而其他單個品牌的市場份額不足10%。

全球TWS市場降溫，印度Boult Audio和BoAt卻逆勢上漲，其中Boult Audio出貨量增幅高達(dá)222%；國內(nèi)一眾TWS品牌，如小米、華為和OPPO，同比均下跌，其中小米回落50%，OPPO下降8%，美國品牌Beats也下跌41%。

小結(jié)

2022年Q4，全球TWS出貨量7140萬對，同比增長下滑14.5%。市場有所降溫，主要在于全球消費(fèi)電子行業(yè)的疲軟以及消費(fèi)者對TWS的低欲望。

去年Q4印度市場增長量最大的是Boult Audio，同比增幅高達(dá)222%，但印度TWS總出貨量環(huán)比浮動較大，下滑28.4%。

由于需求疲軟，國內(nèi)主流TWS品牌Q4的出貨量表現(xiàn)不佳。

2022 Q4 Global TWS Market Analysis Report

1、The total shipment volume was 71.4 million pairs,  decrease 14.5% from the  previous year

According to Electrend data research, the total sales volume of global TWS in Q4 in 2022 was 71.4 million pairs, a year-on-year decrease of 14.5%, and a month-on-month increase of 8.1%.

Electrend believes that, on the one hand, affected by the decline in global smartphone shipments in 2022, the TWS market is performing poorly. On the other hand, due to the impact of the epidemic, global consumption tends to be conservative, while TWS products lack innovation, making it difficult to stimulate consumer demand.

2、Regional share: The United States once again becomes the world's largest TWS market

In Q4 2022, the United States became the world's largest TWS market with a sales share of 28%; India ranks last with a share of less than 15% (Q3 is the world's largest consumer market for TWS).

It is worth noting that from the perspective of month-on-month changes, the trend of the Indian TWS market has turned sharply downward, declining by 28%, while the TWS market in the United States and Europe has rapidly warmed up, with shipments increasing by 45% and 21% month-on-month respectively. Therefore, the market pattern of the United States, Europe, China, and India has been formed.

In terms of year-on-year growth, India experienced a surge of 53%; Other regions have declined, with the United States, Europe, and China each falling by 25%, 21%, and 18%.

The active TWS market in the United States and Europe is mainly dependent on the outstanding performance of local brands such as Apple, Harman, Jerobo, and Beats. The sales of TWS in the two regions are mainly through e-commerce channels, and their offline channels are also relatively diversified.

3、Top 10 brands: Apple accounts for half of the market, and Boult Audio has soared

From the brand perspective, the top three TWS shipments in Q4 2022 were Apple, Xiaomi, and Samsung. Apple alone accounts for 56% of the top 10 brand TWS market share, while other individual brands have less than 10% of the market share.

While the global TWS market has cooled, Boult Audio and BoAt in India have bucked the trend and increased, with the shipment volume of Boult Audio increasing by up to 222%; A number of domestic TWS brands, such as Xiaomi, Huawei, and OPPO, all fell year on year, with Xiaomi down 50%, OPPO down 8%, and American brand Beats also down 41%.

Summary

In Q4 2022, the global TWS shipment volume was 71.4 million pairs, a year-on-year increase of 14.5%. The market has cooled, mainly due to the weakness of the global consumer electronics industry and consumers' low desire for TWS.

The largest growth in the Indian market in Q4 last year was Boult Audio, with a year-on-year increase of 222%. However, the total shipment volume of TWS in India fluctuated significantly on a month-on-month basis, declining by 28.4%.

Due to sluggish demand, the domestic mainstream TWS brand in Q4 has a bad performance.