IDC: In 2024, China's Bluetooth headset market shipment volume will reach 113.5 million units, a year-on-year growth of 19.0%

According to the latest "China Wireless Earphone Market Monthly Tracking Report" released by IDC, the shipment volume of Bluetooth earphones in China is expected to reach 113.53 million units in 2024, a year-on-year increase of 19.0%. Among them, the shipment volume in the fourth quarter is 30.8 million units, a year-on-year increase of 20.1%. In the segmented market, true wireless earphones are expected to ship 72.35 million units in 2024, a year-on-year increase of 5.6%; open-ear earphones are expected to ship 24.92 million units, a year-on-year increase of 212.0%; neck-mounted earphones are expected to ship 9.34 million units, a year-on-year decline of 30.1%; and over-ear earphones are expected to ship 6.92 million units, a year-on-year increase of 26.1%.

The main manufacturers in the Chinese true wireless earphone market in 2024 are as follows:

The main manufacturers in the Chinese true wireless earphone market in the fourth quarter of 2024 are as follows:

Xiaomi

Xiaomi (01810) achieved the top position in both the shipment volume of Bluetooth earphones and the shipment volume in the segmented true wireless market in 2024. Relying on the extreme cost-effectiveness brought by technology penetration, Xiaomi has solidified its leading position in the entry-level true wireless market priced below 200 yuan. Compared to 2023, Xiaomi's market share in the sub-200 yuan segment further increased by 13 percentage points in 2024.

Huawei

In 2024, Huawei deeply laid out the entry-level true wireless market and also launched the Freebuds SE 3 at the end of the year to further enrich the model layout in the entry-level market. In the open-ear segment of the ear clip market, Huawei achieved the top position in shipment volume in 2024, thanks to its brand ecosystem and channel layout. The ear hook products set to be launched in 2025 are also highly anticipated.

Apple

After launching a new generation product in September 2024, Apple (AAPL.US) saw a rebound in shipment volume driven by the new product. This new generation model not only lowered the price but also introduced semi-in-ear active noise-canceling products for the first time, meeting consumers' needs for comfort and noise cancellation. However, affected by the continuous decline in overall market prices for true wireless products and increasingly fierce competition, Apple, targeting the high-end market, still faces significant competitive pressure despite a narrowing decline in shipment volume.

vivo

In 2024, vivo continued to deepen its dual-line layout strategy in the true wireless market, further strengthening the differentiated coverage of its product line. Vivo focuses on comprehensive experience, while iQOO concentrates on performance and cost-effectiveness With its layout in the entry-level market, vivo's overall shipment of true wireless products achieved significant growth in 2024.

Edifier

In 2024, Edifier actively invested in the open market, continuously improving the layout of open products and price segments. From product appearance design, marketing strategies, to technical parameter settings, Edifier drew on valuable experience accumulated over years of operating true wireless products and continued to adopt a product ocean strategy to enrich its product matrix. In the headphone market, Edifier also achieved the top position in shipments in 2024 due to its high cost-performance ratio and design sense.

As we enter 2025, the market landscape for Bluetooth headphones continues to evolve. At the beginning of the year, the introduction of the "National Subsidy" policy and the popularity of DeepSeek have injected new variables into the industry. In light of these changes, IDC has made the following four predictions regarding the growth drivers of the Bluetooth headphone market in 2025:

The competitive landscape of open headphones is reshaped, and product technology continues to optimize and upgrade

The market landscape for open headphones is expected to reach a turning point in 2025. In the rapid development phase over the past two years, open headphones have attracted many early adopters with their unique wearing experience, leading to rapid market expansion. As more leading brands enter this market and consumer awareness and demand for the product continue to upgrade, it is anticipated that the open market will undergo internal structural reshuffling in 2025. Consumers are no longer satisfied with basic audio functions; the power of product brands is becoming increasingly prominent. Brands with core technologies, quality products, and good reputations are expected to gradually expand their market share. At the same time, open headphones will continue to optimize and upgrade in terms of product technology, such as improving wearing comfort, upgrading sound quality, and addressing sound leakage issues. Manufacturers, while actively optimizing products, enhancing brand reputation, and increasing their competitiveness, will also drive the entire open headphone industry towards positive development.

The stratification of prices and functions in the Bluetooth headphone market intensifies

Intense competition in the Bluetooth headphone market has led to increased stratification of prices and functions, with diverse consumer demands urgently needing to be met. It is expected that in 2025, the mid-to-low-end Bluetooth headphone market will still be driven by price, and the phenomenon of product function homogeneity will persist. Manufacturers will stimulate consumers to make quick decisions and frequent purchases through channel layouts and marketing strategies, reinforcing the fast-moving consumer goods characteristics of the products. The high-end market, on the other hand, attracts consumers with high demands for quality and functionality by building technological barriers, maintaining brand ecological moats, and deeply cultivating specialized usage scenarios, making the products a long-term choice for those seeking ultimate experiences. Although the price war in the mid-to-low-end market may impact the high-end market to some extent, the high-end market still possesses solid core competitiveness due to its deep technological accumulation and outstanding brand influence.

The "National Subsidy" policy brings new market opportunities

At the beginning of 2025, a new round of the "National Subsidy" policy was introduced. After the implementation of this policy, it has promoted positive development in the mobile phone market. With the increase in mobile phone product shipments, the market demand for Bluetooth headphones, as an excellent companion to mobile phones, is also expected to see growth. Although the "National Subsidy" policy for Bluetooth headphones is only implemented in specific regions and the range of subsidized products has certain limitations, it can still have some positive effects in the high-end Bluetooth headphone market, such as reducing consumer purchase costs and stimulating consumption enthusiasm Allowing more consumers pursuing high-quality audio experiences to more easily select their desired products.

The acceleration of Bluetooth earphone products binding with AI functions

In 2025, with the popularization of AI large models like DeepSeek and the announcement of various manufacturers to integrate them, the binding of Bluetooth earphone products with AI functions is accelerating. Under this trend of integration, Bluetooth earphones are expected to leverage AI technology to achieve numerous functional upgrades. For example, through AI algorithms, they can realize intelligent noise cancellation and sound quality optimization, including completing complex tasks such as real-time translation, meeting minutes generation, and health status monitoring. Currently, Bluetooth earphones mainly rely on the AI capabilities of mobile devices to implement various smart functions. However, in the long term, with the continuous development of hardware and computing power, Bluetooth earphones are expected to gradually transition into smart interactive terminals. As AI functions become more mature, the usage threshold for consumers will also decrease, allowing more people to experience the convenience and enjoyment brought by this technology.

IDC China Research Manager Trudy Dai believes that in 2025, the Bluetooth earphone market will exhibit multiple growth drivers. In terms of market structure and product characteristics, open-ear headphones are expected to welcome upgrades in brand structure and technology. The differentiation of prices and functions within the Bluetooth earphone market will prompt manufacturers to more accurately target their customer groups, allowing the market to continuously adapt to the diverse needs of consumers. Meanwhile, opportunities driven by policies and technology will also inject new vitality into the Bluetooth earphone market, pushing the industry towards a new stage of development