全球TWS市场降温，印度Boult Audio和BoAt却逆势上涨，其中Boult Audio出货量增幅高达222%；国内一众TWS品牌，如小米、华为和OPPO，同比均下跌，其中小米回落50%，OPPO下降8%，美国品牌Beats也下跌41%。
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%.
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.