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Xiaomi and OPPO Firmly Rank Top 5 in the Global TWS Market in Q2

Published: 8.15.2023

After experiencing a sharp drop of 15% in shipment volume in Q1, smart audio devices such as TWS have finally stabilized, with a decline of only 2% in Q2. The shipment volume reached nearly 100 million units, reaching 95.68 million units, basically matching the same period last year.


Among them, True Wireless Earphones (TWS) occupy the vast majority of the market, with a single digit growth of 8% and shipments reaching 68.16 million units. 


In terms of ranking, Xiaomi ranks fourth with a market share of 5%, also ranking first in domestic production, while OPPO (including OnePlus) ranks fifth.


Apple (including Beats) saw a 2% increase in shipment volume, firmly ranking first with a 26% share. Samsung (including Harman subsidiaries) benefited from JBL's entry-level TWS, with an overall shipment growth of 3%, ranking second; Indian manufacturer boAt, with its ultimate cost-effectiveness, entered third place with a growth rate of 38%. 

within the TWS market.


One proven effective strategy is offering the right products for the right markets. Vendors study consumer habits and preferences in various countries and regions to create tailored strategies. For instance, in India, local vendors introduced a wide variety of affordable TWS options for consumers transitioning from neckband headphones, resulting in a surge in shipments.


 In Latin America, partnerships with carriers have become crucial for rapid expansion, as seen with Skullcandy's successful regional growth. Vendors in Western Europe and North America have focused on noise-canceling features to meet the demand for high-quality audio. In Southeast Asia, vendors have utilized platforms like TikTok to expand their market presence with improved sales models, logistics, and network communication.


Instead of catering to everyone, some vendors have chosen to focus on specific niche markets where they excel. They have allocated their resources to their strongest areas and leveraged their brand advantage to create compelling marketing strategies that ensure profitability, even during market downturns. 


For example, Shokz has successfully associated its brand with outdoor activities through collaborations with sports influencers, establishing a solid presence in the sports market. Xiaomi partnered with renowned intellectual property brands and has utilized cross-industry channels to offer unique and irresistible experiences, maintaining their brands and product attractiveness. iFlytek has targeted business conferences with its complete TWS product line, providing automatic recording and transcription features, effectively carving out its niche.


Some big players in the market aren't just chasing short-term gains but are focusing on long-term success. They are more willing to invest in research and development to help build their brand and reputation within the audio category. 


For example, Huawei has added temperature and heart rate monitoring features to their TWS headphones. These additional health features, targeting health-conscious users, have justified the product's high-end positioning. Apple is always developing something new to impress tech geeks, whether it is spatial audio or adaptive noise-canceling technology. Jabra uses its expertise in audiology to provide scientifically personalized volume control for its products. These audio experts are always searching for new market demands and ways to stand out with audio quality.

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