In the first quarter of this year, the global TWS earphone market grew by 17%

[global network technology comprehensive report] on June 6, according to the latest statistics of canalys, in the first quarter of 2022, the global true wireless headset (TWS) market grew by 17% to 68.2 million. The top three in this quarter are still apple, Xiaomi and Samsung. Since the third quarter of 2021, TWS earphones have been the only device category to achieve growth, leading the overall growth of 4% of global personal intelligent audio devices.

Among them, Apple's shipments of TWS earphones increased by 14%, Apple's airpods series products increased by 3% to 19.3 million units, while Apple's audio equipment brand beatsbydre grew more significantly, with a growth rate of 553% to 2.4 million units. Beats' strong performance benefited from the popularity of studiobuses earphones and its recently launched FitPro earphones.

In response, jasonlow, chief analyst of canalys, said: "manufacturers are using the strong brand assets of their audio equipment brands in terms of audio equipment to expand their overall target market." Unlike Apple's airpods earphones and Samsung's galaxybuses series of earphones, the self-developed devices of manufacturers' sub brands can break away from their core design concept and go out of their own unique style and market positioning. Nowadays, the problem of product design and function homogeneity in the market is more serious, so it is very important to provide consumers with diversified and personalized choices. " As can be seen from the performance of Samsung in this quarter, the shipment of its galaxybudstws earphone series decreased by 13%, but the shipment of its subsidiary Haman's brand JBL increased by 31%.

According to the data, the average sales price of the top five TWS earphone manufacturers showed a downward trend, from $153 in the first quarter of 2021 to $144 in the first quarter of 2022. In this regard, sherryjin, research analyst at canalys, said: "Skullcandy, Edifier and JBL have increased their investment and expanded their market scale in the market segment where the unit price of products is less than $50, which has led to the decline of the average selling price to a certain extent. In addition, the reduction of demand, fierce competition in the entry-level market, rising costs and supply shortages have also increased the burden on manufacturers."

Jasonlow further added: "Even if the equipment price is lower and the value for money is good, it can not be immediately translated into better market performance. Manufacturers must now explore the potential business opportunities of TWS earphones in mobile games, work, fitness and other scenarios and fields, so as to help manufacturers create new sub products. However, only a few brands can create their own new sub products and open up a new path in the highly competitive market“