潮电智库估算，2023年全球TWS出货量在3亿对至4.1亿对之间，2024年有望突破5亿对。

 

除了产品端在降噪、续航、音质等方面的持续创新，健康概念与功能的导入，可能成为打开TWS增长通道的另一把钥匙。此外，有2022年印度智能手表市场爆发的金玉在前，拓展海外新市场会成为今年中国TWS产业链亮点。

健康监测

 

在智能手环和手表等腕部穿戴产品里，体温、心率、血氧、卡路里等方面的监测功能已经非常成熟。从苹果、华为等市场引领者的动作来看，TWS健康监测已经蓄势待发，并成为行业的创新点。

 

苹果曾提出TWS耳机未来会朝着运动健康方向发展，并在未来几年内实现这一目标。

 

华为比苹果抢先一步，在3月23日发布了业界首款心率体温双测真无线耳机FreeBuds Pro 2+。产品搭载了光学心率传感器和加速度传感器，可以同时采集心率和运动数据。另外，除了可以实现心率的测量，加速度传感器还可以采集用户的运动状态数据。

 

 

随着传感器的精细化发展，以及体积不断缩小，TWS无线耳机有望实现运动状态监测与生理健康判断等功能，让市场有更多的可能性。

 

白牌淡出

 

从发展路径来看，TWS耳机与智能手机颇为相似，都是白牌先行，随之品牌发力主导市场。

 

在市场导入与教育前期，白牌TWS耳机以其低廉的价格更容易赢得普通消费群体，但是随着市场需求饱和，以及品牌TWS的挤兑，白牌耳机已于去年转为存量市场。

 

据潮电智库统计，2022年全球TWS耳机市场品牌占比67%，白牌所占市场份额为33%。TWS品牌占比已稳步提升，白牌市场份额进一步缩窄。

 

自2023年起，在智能手机产业势微的大环境下，苹果、三星、华为、小米、荣耀、OPPO、漫步者、安克、万魔、捷波朗等品牌端进一步发力智能穿戴，市场占比将远超白牌市场，预计后者两年内会完全退出。

 

竞速出海

 

对于全球TWS市场，有高级研究分析师表示：“尽管 2022 年上半年经济逆风，但全球 TWS 市场继续增长，尤其是在新兴区域。”

 

凭借敏锐的商业眼光，以及丰富的智造与成本管控经验，中国智能穿戴ODM纷纷出海，在印度、欧洲与南美等地均斩获大量订单，国产终端品牌也在全球茁壮成长。

 

据市场信息，佳禾智能、江西瑞声、峥嵘电子等ODM厂商纷纷将业务拓展至东南亚或印度。这些公司还将其产品组合多样化到其他智能设备，例如智能手表、智能扬声器和智能家居设备。

 

一些中国 ODM 正在投资更多的海外TWS制造基地，在当地建立工厂可以帮助公司更轻松与当地客户建立联系，并利用较低的劳动力成本。此外，产品组合多样化可以帮助 ODM 在竞争中保持领先地位并降低风险。

 

后疫情时代，潮电智库预计全球消费经济会明显复苏，中国智能穿戴2023年的出海进程也会大大加快。

 

 

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.