IDC: In 2024, the shipment volume of Bluetooth earphones in the Chinese market will reach 113.5 million units, a year-on-year increase of 19.0%.

The latest "Monthly Tracking Report on the Chinese Wireless Earphone Market" released by IDC shows that the shipment volume of Bluetooth earphones in China will reach 113.53 million units in 2024, a year-on-year increase of 19.0%. Among them, the shipment volume in the fourth quarter of the market was 30.8 million units, a year-on-year increase of 20.1%. In the segmented market, the shipment of truly wireless earphones reached 72.35 million units in 2024, a year-on-year increase of 5.6%; open earphones reached 24.92 million units, a year-on-year increase of 212.0%; neckband earphones reached 9.34 million units, a year-on-year decrease of 30.1%, and over-ear headphones reached 6.92 million units, a year-on-year increase of 26.1%. In 2024, the main manufacturers in the Chinese truly wireless earphone market are as follows: In the fourth quarter of 2024, the main manufacturers in the Chinese truly wireless earphone market are as follows: Xiaomi Xiaomi (01810) achieved the market-leading position in both the shipment volume of Bluetooth earphones in 2024 and the shipment volume of truly wireless earphones in the segmented category. Relying on the ultimate cost performance brought by technological sinking, Xiaomi's leading position in the entry-level truly wireless market below 200 yuan is solid. Compared to 2023, Xiaomi's market share below 200 yuan in 2024 increased by an additional 13 percentage points. Huawei In 2024, Huawei deepened its layout in the entry-level truly wireless market, and by the end of the year, it also launched Freebuds SE 3 to further enrich the model layout of the entry-level market. In the segmented category of open earphones, Huawei secured the top position in the shipment volume market in 2024 with its brand ecosystem and channel layout. The ear-hook product to be launched in 2025 is also worth looking forward to. Apple After Apple (AAPL.US) launched its new generation of products in September 2024, the new products boosted the shipment volume. This new generation not only lowered the price but also introduced for the first time active noise-canceling earphones, meeting consumers' demands for comfort and noise-canceling. However, due to the continuous decline in overall market prices for truly wireless earphones and increasing competition, despite a narrower decline in shipment volume, Apple targeting the high-end market still faces considerable competitive pressure. Vivo In 2024, vivo continued to deepen its strategic dual-line layout in the truly wireless market, further strengthening the differentiated coverage of its product line. Vivo focuses on comprehensive experience, while iQOO focuses on performance and cost- effectiveness. With its layout in the entry-level market, vivo's overall shipment volume of truly wireless products achieved a significant growth in 2024. Edifier Technology Edifier Technology actively entered the open earphone market in 2024, continuously improving the form and price range layout of open products. From product appearance design, marketing strategy to technical parameter setting, Edifier Technology has drawn on valuable experience accumulated from years of operation of truly wireless products and continues to use a diversified strategy to enrich its product matrix. In the over-ear market, Edifier Technology also secured the top position in the shipment volume of 2024 with high cost performance and design sense. As we enter 2025, the market situation of Bluetooth earphones is still changing continuously. At the beginning of the year, the introduction of the "Guo Bu" policy and the popularity of DeepSeek have injected new variables into the industry. Faced with these changes, IDC has made the following four predictions for the growth drivers of the Bluetooth earphone market in 2025: Restructuring of the competition in the open earphone market, continuous optimization and upgrading of product technology It is expected that the market situation of open earphones in 2025 will reach a turning point. In the rapid development stage of the past two years, open earphones have attracted many consumers due to their unique wearing experience, leading to rapid market expansion. With more top brands entering this market, and consumers' awareness and demand for this product continuously upgrading, it is expected that the open market in 2025 will see a reshuffling of its internal structure. Consumers are no longer satisfied with basic listening functions alone, and the power of the product brand is becoming more prominent. Brands with core technology, high-quality products, and good reputation are expected to gradually increase their market share. At the same time, in terms of product technology, open earphones will continue to be optimized and upgraded, such as improving wearing comfort, upgrading sound quality, and improving sound leakage issues. Manufacturers actively optimizing products, enhancing brand reputation, and increasing their own competitiveness will also drive the entire open earphone industry to develop positively. Intensified stratification of prices and functions in the Bluetooth earphone market The fierce competition in the Bluetooth earphone market has led to the intensified stratification of prices and functions, and consumers' diverse consumption demands urgently need to be met. It is expected that the mid-to-low-end market for Bluetooth earphones in 2025 will still be price-driven, and the phenomenon of homogenization of product functions will continue. Manufacturers rely on channel layout and marketing strategies to stimulate consumers' quick decision-making, high-frequency purchases, and the characteristics of fast-moving consumer goods are strengthened. The high-end market, on the other hand, relies on building technological barriers, maintaining brand ecosystems, and deepening specialized usage scenarios to attract consumers with high demands for quality and functionality, making the product a long-term choice for these consumers pursuing an ultimate experience. Although the price war in the mid-to-low-end market may have a certain impact on the high-end market, the high-end market, with its profound technological accumulation and outstanding brand influence, still has a solid core competitiveness. New market opportunities brought by the "Guo Bu" policy At the beginning of 2025, a new round of "Guo Bu" policy was introduced. This policy promoted the positive development of the mobile phone market after its implementation. As the shipment volume of mobile phone products increases, Bluetooth earphones, as the perfect companion to mobile phones, are expected to see an increase in market demand. Although the "Guo Bu" policy for Bluetooth earphones itself is only implemented in specific regions and there are certain limitations on the range of subsidized products, in the high-end market of Bluetooth earphones, the "Guo Bu" policy can still have some positive effects, such as reducing consumers' purchase costs, stimulating consumption enthusiasm, and allowing more consumers pursuing high-quality audio experiences to more easily purchase favored products. Acceleration of the binding of Bluetooth earphone products with AI functions In 2025, with the popularity of AI large models like DeepSeek and the announcements of various major manufacturers to access it, the binding of Bluetooth earphone products with AI functions is accelerating.In this trend of integration, Bluetooth headphones are expected to upgrade many functions with the help of AI technology. For example, intelligent noise reduction and sound quality optimization can be achieved through AI algorithms, including real-time translation, meeting minutes generation, health status monitoring, and other complex tasks. Currently, Bluetooth headphones mainly rely on calling AI on the mobile phone to achieve various intelligent functions. However, in the long term, with the continuous development of hardware and computing power, Bluetooth headphones are expected to continuously transition to intelligent interactive terminals. With the increasingly mature development of AI functions, the threshold for consumer use will also decrease, and more people are expected to experience the convenience and enjoyment brought by this technology.IDC China research manager Dai Qiao Chu believes that the Bluetooth earphone market will show multiple growth drivers by 2025. In terms of market structure and product characteristics, open-ear earphones are expected to undergo brand upgrading and technological advancement. The differentiation of prices and functions within the Bluetooth earphone market will prompt manufacturers to target their customer base more precisely, enabling the market to adapt to the diverse needs of consumers. At the same time, opportunities driven by policies and technology will inject new vitality into the Bluetooth earphone market, pushing the industry towards a new stage of development.