2023年消费电子行业出海分析报告：蓝牙耳机

INDEX010203耳机市场规模未来发展前景日常听音场景专业运动场景沉浸娱乐场景市场格局用户需求01500()••••5.0•••A2DP•23’-26’

CAGR8%21’-23’

CAGR18%16’-21’

CAGR$85948%$819$769$67912’-16’

CAGR$373202019%$289$1642018$77$38$682016$462021$372026E20122013201420152017201920222023E2025E:Counterpoint,

Canalyst,

Meet

Intelligence4-20102016200820205.0A2DP5.220162018APPLEAndroidiPhone

73.5mmOnkyo

Sony2019Bragi

TheDash2017SAMSUNGAndroidios:

Meet

Intelligence5–…••••••36••:

Meet

Intelligence6–TWS→/…→25%202337%2027→+47%Airpod

3Airpod

Pro

2/:

Euromonitor,,

Meet

Intelligence702Part

2.TATAAM

8:30AM

11:30PM

1:00PM

4:00PM

7:00TATAATA➢➢➢➢➢TA➢➢➢:

Meet

Intelligence10••Hi-Res••••:

Meet

Intelligence11–•

Airpods••

Airpods•••••••Haylou24OraimoVolkano•30%15%16%7%7%7%8%14%3%8%19%12%2%6%5%5%1%:

Euromonitor,

Meet

Intelligence12-•••>$300••$135~300•$35~13$15~35•<$15:,

AMAZON,

Meet

Intelligence13-•••••2023Eby

volume60%0%30%60%0%300%30%60%0%30%60%>$300$135~300$35~1$15~35<$15:

AMAZON,

SHOPEE,

LAZADA,

MERCADO,,

Meet

Intelligence14-15-SonyLDAC201520212023SONYAptxlossless2021L2HCCDHuawei

Freebuds

Pro$21343%17%AirpodsVivo

iQoo

TWS1$53SONYLDACSon$1dsSVIVOAirpods

Pro2$169HUAIWEICD0:

Qualcomm,

Meet

Intelligence16-AISkullCandy

Rail

ANCTWS2023$99.99SonyWF-1000XM52023$299.99:,

Meet

Intelligence17-+X+o77%55%Huawei

Fre2+2023$205Pro

2+:CVS

Health,

Meet

Intelligence18-Hi-ResLDAKOLBeats1&•••

CT

OOH:,

Youtube,

Meet

Intelligence19-123BGCBo:,

Youtube,

Meet

Intelligence20–NOTHING2020➢Ear(2)Ear(stick)$99OnePl4.4g12.6mm➢6096MPhone(2)$6992023Nothing

OS

2.0P6.7:,

Meet

Intelligence21–NOTHING()NOTNOTHING2021NOTHINGSelfridgesLaneCrawfordKith2023

3

Ear(2)28.3Ear(2)ShortCircuit

WVFRMPodca

WaveformClips

156.2:,

Meet

Intelligence22–NOTHINGNOTHINGNOTHING2021

7NOTHING100StockX1,02910:,

Meet

Intelligence23Part

2.TA:

Meet

Intelligence•••••…:

Meet

Intelligence26(+)•••••••••/•••••••••/•••0-•••••:

Meet

Intelligence27--->$300$135~300•••$35~13•$15~35•<$15:

Meet

Intelligence28-29-Oladance

OW1

(2022)$129.99ShokzOpenRun(2$129.95:,

Meet

Intelligence30-/•••Openswim$149.95••IP684GB2M2Hrs1200➢➢➢➢///Unigear

Bombing$69.99••••20•:,

Meet

Intelligence31-/➢➢:

Instagram,

TikTok,

Youtube,

Meet

Intelligence32-–&KOL–&➢TOZO➢campaignOL5➢BGCKOLPaul_ch12.2:

Instagram,

Meet

Intelligence33–SHOKZ2011➢OpenRun9.95OpenFit$179.95860843.2OpenComm2$159.9520222023:,

Canalys,

Meet

Intelligence34–SHOKZ➢➢ShokzSHOKZSHOKZ2013Bluz20113SportzM12023

ShokzS:,

Meet

Intelligence35–SHOKZ2016BestBuy

CostcoSHOKZSHOKZ➢

SHOKZaustinmarathon2.45kmrund

ney2022SHOKZSHOKZ3:

Instagram,

Meet

Intelligence36–SHOKZL/KOCSHOKZ

INSTAGRAMBE

OPEN“@AALIONTHESHOKZ##…:,

Instagram,

Meet

Intelligence37Part

2.:

Meet

Intelligence39••••••:

Meet

Intelligence(+)•••••••••••••••••••••••&••••••••••IP•:

Meet

Intelligence41-••40+HIFI••>$300•$13••$35~135<$35:

Meet

Intelligence4243-Sony

WH-CH720N(2023)192g202270%23.2%30025%AirpodsM17.6%:

Meet

Intelligence44000XM520250EOPLAY

H95020eats

StudioPro2023.95:

Meet

Intelligence45-BSennheiser

Momentum

4

Wireless42mmBort

UltraBeats

StudioProBeats

StudioPro:

Instagram,

Meet

Intelligence46–Master&Dynamic:2014➢MW759MH40Wireless$399Jonatha3040mm➢152

+MW08$299INSTAGRAM20234211mm:,

Meet

Intelligence47–MASTER&DYNAMICM&D

2017IPM&D➢M&DM&DLVLV20LVM&D➢2020LVIns167M&D➢:

Meet

Intelligence48–MASTER&DYNAMICKOLM&D2022INSTAGRAM###,

17.6%,

23.5%,

11.8%,

11.8%##:

Instagram,

Meet

Intelligence49–MASTER&DYNAMIC➢M&D➢2016

M&DBrooklyn

Wet➢Slowear:

Meet

Intelligence5003()23’-26’

CAGR2026e2023US$941.0%➢US$92*7.6%25.0%.2%US$54➢US$30US$28611.9%:

Euromonitor,

Meet

Intelligence2023

vs

2026()120100802026US$1172023•US$87.92023US$6.0US$4.5••10%70370(

/):

Euromonitor,

Meet

Intelligence532023(vs

2019)•3108US

78.2%(+22.9%)CA69.(+47.2%)/US

9.4%(-18.2%)C

19.0%(-30.4%)•US

21.8%(-22.9%)CA30(-46.7%)CA8.7%(-14.0%)BestBuyUS

10.4%(-3.1%)CA2.7%(-2.4%):

Euromonitor,

Meet

Intelligence54•••ZTips4TATATATA•••(APP

)•4Tips•••••:

GWI,Meet

Intelligence552023

vs

2026()•170150130110902023US$11.20232026US$16.62023US$9.42023US$29.0US$15.1US$11.5•US$12.92026$14.92026US$6.070170(

/):

Euromonitor,

Meet

Intelligence562023(vs

2019)•UKDE60.5%

27.6%

44.4%(+25.2%)

(+10.7%)(+8.8%)(+2/UKDEESIT33.0%

62.8%

36.47.9%

44.4%(-22.7%)(-8.4%)(-4.8%)(-1.5%)(-13.1%)/••UKDE39.5%

72.4%

55.6%KDE1.4%FRESIT(-25.2%)

(-10.7%)(-8.8%)(-211.6%10.1%6.7%/(-2.9%)(-0.9%)(-0.7%)UKRESIT0.4%8.3(-2.3%)0%5.7%2.9%(-0.1%)-1.1%)(-0.4%)1.9%:

Euromonitor,

Meet

Intelligence57•

X•

3•TipsTATATATA•PR••SEO

SEM•

44Tips•••:

GWI,Meet

Intelligence582023

vs

2026()202613510575••US

$4.4202620263US

$12.6US

$5.8US

$3.42023S

$4.320U•2026US$8.0US

$5.03090(

/):

Euromonitor,

Meet

Intelligence592023(vs

2019)•SHOPEE

LAZADAIDTHMYP32.9%

31.2%32.1%

28.5%(+13.9%)

(+16.2%)(+9.7)(+14.4%)

(+12.2/IDTHMYPHVN54.6%

57.9%

67.8%

71.3%

76.6%(-12.3%)(-14.3%)(-9.7%)(-14.1%)(-12.2%)•