《2025开放式耳机品类趋势洞察报告》：品类爆发增长，韶音领跑市场与技术双高地

Core Insights - The report indicates that open-ear headphones are experiencing explosive growth, with shipments expected to reach 24.92 million units in 2024, a year-on-year increase of 212.0% [1][2] - As a pioneer in the open-ear headphone category, the company has maintained its market leadership and is a core driver of industry growth [1][2] Market Demand and Trends - "Wearing comfort" has become the primary requirement for users when purchasing wireless headphones, with open-ear headphones being the preferred choice due to their lightweight design and skin-friendly materials [2] - The expectation for "multi-scenario usage" in headphones, such as for sports, daily commuting, and office use, is further driving the expansion of this category [2] - The company holds the top position in sales revenue in the Chinese open-ear headphone market for 2024, and it has also ranked first globally in sports headphone sales for two consecutive years (2023-2024) [2] High-End Market Position - The market for open-ear headphones priced above 1,000 yuan is expanding, with the high-end segment's market share increasing to 50%, indicating a clear trend towards premium products [4] - The company has established a dominant position in the high-end open-ear headphone market through a comprehensive product line strategy [4] Product Strategy and User Needs - The company's success is attributed to its deep understanding of user needs for "multi-scenario usage" and its product development based on user feedback [5] - Users of wireless headphones switch between more than two usage scenarios daily, with open-ear headphones averaging 2.8 scenarios, outperforming in-ear and over-ear headphones [5] - The company has designed products for various high-intensity activities, such as the OpenRun Pro2 for running and cycling, and the OpenSwim Pro for swimming, showcasing its commitment to meeting diverse user needs [7] Technological Innovation - The company's strong technological capabilities are a core driver of its industry leadership, having overcome early challenges in bone conduction technology [8] - Continuous innovation in key technologies, such as the DirectPitch directional sound field and Shokz DualBoost technology, has significantly enhanced audio experiences [8][11] - The company has filed 1,408 invention patents globally, the highest in the open-ear headphone sector, reflecting its deep technological foundation [11] Future Outlook - The company's development path is centered around "user needs" and "technological innovation," achieving dual leadership in product functionality and market position [13] - Future strategies will focus on acoustic technology, wearing technology, and sports technology, aiming to create differentiated products tailored to various user groups and scenarios [13]