潮電智庫估算，2023年全球TWS出貨量在3億對至4.1億對之間，2024年有望突破5億對。

 

除了產(chǎn)品端在降噪、續(xù)航、音質(zhì)等方面的持續(xù)創(chuàng)新，健康概念與功能的導(dǎo)入，可能成為打開TWS增長通道的另一把鑰匙。此外，有2022年印度智能手表市場爆發(fā)的金玉在前，拓展海外新市場會成為今年中國TWS產(chǎn)業(yè)鏈亮點(diǎn)。

健康監(jiān)測

 

在智能手環(huán)和手表等腕部穿戴產(chǎn)品里，體溫、心率、血氧、卡路里等方面的監(jiān)測功能已經(jīng)非常成熟。從蘋果、華為等市場引領(lǐng)者的動作來看，TWS健康監(jiān)測已經(jīng)蓄勢待發(fā)，并成為行業(yè)的創(chuàng)新點(diǎn)。

 

蘋果曾提出TWS耳機(jī)未來會朝著運(yùn)動健康方向發(fā)展，并在未來幾年內(nèi)實(shí)現(xiàn)這一目標(biāo)。

 

華為比蘋果搶先一步，在3月23日發(fā)布了業(yè)界首款心率體溫雙測真無線耳機(jī)FreeBuds Pro 2+。產(chǎn)品搭載了光學(xué)心率傳感器和加速度傳感器，可以同時采集心率和運(yùn)動數(shù)據(jù)。另外，除了可以實(shí)現(xiàn)心率的測量，加速度傳感器還可以采集用戶的運(yùn)動狀態(tài)數(shù)據(jù)。

 

 

隨著傳感器的精細(xì)化發(fā)展，以及體積不斷縮小，TWS無線耳機(jī)有望實(shí)現(xiàn)運(yùn)動狀態(tài)監(jiān)測與生理健康判斷等功能，讓市場有更多的可能性。

 

白牌淡出

 

從發(fā)展路徑來看，TWS耳機(jī)與智能手機(jī)頗為相似，都是白牌先行，隨之品牌發(fā)力主導(dǎo)市場。

 

在市場導(dǎo)入與教育前期，白牌TWS耳機(jī)以其低廉的價格更容易贏得普通消費(fèi)群體，但是隨著市場需求飽和，以及品牌TWS的擠兌，白牌耳機(jī)已于去年轉(zhuǎn)為存量市場。

 

據(jù)潮電智庫統(tǒng)計(jì)，2022年全球TWS耳機(jī)市場品牌占比67%，白牌所占市場份額為33%。TWS品牌占比已穩(wěn)步提升，白牌市場份額進(jìn)一步縮窄。

 

自2023年起，在智能手機(jī)產(chǎn)業(yè)勢微的大環(huán)境下，蘋果、三星、華為、小米、榮耀、OPPO、漫步者、安克、萬魔、捷波朗等品牌端進(jìn)一步發(fā)力智能穿戴，市場占比將遠(yuǎn)超白牌市場，預(yù)計(jì)后者兩年內(nèi)會完全退出。

 

競速出海

 

對于全球TWS市場，有高級研究分析師表示：“盡管 2022 年上半年經(jīng)濟(jì)逆風(fēng)，但全球 TWS 市場繼續(xù)增長，尤其是在新興區(qū)域。”

 

憑借敏銳的商業(yè)眼光，以及豐富的智造與成本管控經(jīng)驗(yàn)，中國智能穿戴ODM紛紛出海，在印度、歐洲與南美等地均斬獲大量訂單，國產(chǎn)終端品牌也在全球茁壯成長。

 

據(jù)市場信息，佳禾智能、江西瑞聲、崢嶸電子等ODM廠商紛紛將業(yè)務(wù)拓展至東南亞或印度。這些公司還將其產(chǎn)品組合多樣化到其他智能設(shè)備，例如智能手表、智能揚(yáng)聲器和智能家居設(shè)備。

 

一些中國 ODM 正在投資更多的海外TWS制造基地，在當(dāng)?shù)亟⒐S可以幫助公司更輕松與當(dāng)?shù)乜蛻艚⒙?lián)系，并利用較低的勞動力成本。此外，產(chǎn)品組合多樣化可以幫助 ODM 在競爭中保持領(lǐng)先地位并降低風(fēng)險。

 

后疫情時代，潮電智庫預(yù)計(jì)全球消費(fèi)經(jīng)濟(jì)會明顯復(fù)蘇，中國智能穿戴2023年的出海進(jìn)程也會大大加快。

 

 

It is expected to reach 410 million pairs of TWS shipments in 2023, appeared with 3 major trends

 

As the most mature product in the field of intelligent wearables, the TWS market is recovery gradualy in 2023.

 

According to Electrend, global TWS shipments will range from 300 million to 410 million pairs in 2023, and are expected to exceed 500 million pairs by 2024.

 

 

In addition to innovation in noise reduction, battery life, sound quality, and other aspects on the product side, the introduction of health concepts and functions may become another key to opening up the growth channel of TWS. In addition, with the gold and jade market exploding in India in 2022, expanding overseas new markets will become a highlight of China's TWS industry chain this year.

 

1、Health monitoring

 

In wrist wearable products such as smart wristbands and watches, monitoring functions for body temperature, heart rate, blood oxygen, calories, and other aspects have become very mature. From the actions of market leaders such as Apple and Huawei, it can be seen that TWS health monitoring is poised to emerge and become an innovation point in the industry.

 

Apple has proposed that TWS earphones will develop in sports health in these two years.

 

Huawei took a step ahead of Apple and released the industry's first wireless headphone, FreeBuds Pro 2+, with dual heart rate and temperature measurements on March 23rd. The product is equipped with an optical heart rate sensor and an acceleration sensor, which can simultaneously collect heart rate and motion data. In addition, except measure heart rate, acceleration sensors can also collect user's motion status data.

 

With the refinement of sensors and the continuous reduction of volume, TWS wireless headphones are expected to achieve functions such as motion status monitoring and physiological health judgment, giving the market more possibilities.

 

2、Whitebox Fade Out

 

From the perspective of development path, TWS earphones are quite similar to smartphones, with whitebox leading the way, and the brand take place to dominate the market.

 

In the early stages of market introduction and education, whitebox TWS earphones were more likely to win over ordinary consumer groups due to their low prices. However, with market demand saturation and the run on brand TWS, white brand earphones have turned into a stock market last year.

 

According to the statistics of Electrend, in 2022, the global TWS headphone market accounted for 67% of brands, with whitebox accounting for 33% of the market share. The proportion of TWS brands has steadily increased, and the market share of white brands has further narrowed.

 

Starting from 2023, in the context of the sluggish smartphone industry, brands such as Apple, Samsung, Huawei, Xiaomi, Honor, OPPO, Edifier, Anke, Onemore, and JABRA will further focus on smart wearables, with a market share far exceeding that of the white label market. It is expected that the latter will completely withdraw within two years.

 

3、Open up foreign market

 

Regarding the global TWS market, a senior research analyst stated, "Despite the economic headwind in the first half of 2022, the global TWS market continues to grow, especially in emerging regions.

 

With a keen business acumen and rich experience in intelligent manufacturing and cost control, China's intelligent wearable ODMs have set sail, winning a large number of orders in India, Europe, and South America, and domestic terminal brands are also thriving globally.

 

 

According to market information, ODM manufacturers such as COSONIC, RISOUND, and Zhengrong Electronic have expanded their business to Southeast Asia or India. These companies have also diversified their product portfolio to other smart devices, such as smartwatches, smart speakers, and smart home devices.

 

Some Chinese ODMs are investing in more overseas TWS manufacturing bases, and establishing factories locally can help companies establish connections with local customers more easily and leverage lower labor costs. In addition, diversified product portfolios can help ODM maintain a leading position in competition and reduce risks.

 

In the post pandemic era, the Electrend predicts a significant recovery in the global consumer economy, and the process of China's intelligent wearables going to sea in 2023 will also be greatly accelerated.