Core Insights - The Chinese Bluetooth headset market is experiencing structural changes, with ear clip category sales surpassing ear hook category for the first time in the first half of this year [1][2]. Market Overview - In the first half of 2025, the shipment volume of Bluetooth headsets in China is expected to reach approximately 59.98 million units, representing a year-on-year growth of 7.5% [1]. - True wireless headset shipments are projected at 38.31 million units, with an 8% year-on-year increase, driven primarily by the entry-level market, while the high-end flagship market shows signs of recovery [1]. - The open-type market is expected to see shipments of 14.22 million units, reflecting a significant year-on-year growth of 20.1%, indicating a shift from scale to quality development [1]. - The over-ear market is anticipated to ship 4.13 million units, marking a 30.1% year-on-year increase, significantly driven by entry-level products [1]. Brand Performance - Xiaomi's Bluetooth headset shipments reached 9.89 million units in the first half of 2025, showing a substantial year-on-year growth of 52.6% [2]. - Huawei's FreeClip and other high-end ear clip products are leading the growth in the ear clip market, while Edifier is rapidly developing in the entry-level over-ear market due to its cost-performance advantage [2]. - Apple has shown a notable recovery in the Bluetooth headset market following the launch of AirPods 4 in September 2024 [2]. - OPPO's Bluetooth headset shipments increased by 57.2% year-on-year, attributed to its strategy of expanding online channels and leveraging mobile phone sales [2]. Market Dynamics - The ear clip market's scale and growth rate have for the first time surpassed that of the ear hook market, with shipments of 6.51 million units and a year-on-year growth of 41.0% [2]. - The ear hook market's growth has been limited due to insufficient differentiation in the mid-to-high-end segment, while the ear clip market benefits from high-end benchmark products driving entry-level market expansion [2]. - Both ear clip and ear hook categories are showing significant growth in the mid-price segments (200-400 RMB, 400-600 RMB) [3]. - Users are increasingly seeking a balance between product quality and price, indicating a mature consideration of "quality-price ratio" [3]. - Domestic audio manufacturers are adjusting their product lines towards emerging forms like ear clips and ear hooks to expand profit margins and seize new growth opportunities [3].

Core Insights - The Chinese Bluetooth headset market is projected to ship approximately 59.98 million units in the first half of 2025, reflecting a year-on-year growth of 7.5% [1] - The true wireless headset segment is expected to see shipments of 38.31 million units, with an 8.0% increase year-on-year, driven primarily by the entry-level market while the high-end flagship market shows signs of recovery [1] Market Performance - The open market is anticipated to ship 14.22 million units, marking a 20.1% increase, with a shift from scale to quality development [3] - The over-ear market is projected to ship 4.13 million units, showing a significant year-on-year growth of 30.1%, largely driven by entry-level products [3] Major Players in the Market - Xiaomi's Bluetooth headset shipments reached 9.89 million units in the first half of 2025, a 52.6% increase, supported by its Redmi product line and the "national subsidy" policy boosting sales [6] - Huawei's FreeClip and FreeArc products have significantly contributed to growth in the high-end and entry-level markets, respectively [7] - Edifier has expanded its competitiveness in the youth fashion and gaming segments, leveraging its cost-performance advantage [8] - Apple has seen a notable recovery in the Bluetooth headset market following the launch of AirPods 4, particularly in the semi-in-ear active noise-canceling segment [9] - OPPO's Bluetooth headset shipments grew by 57.2%, driven by the Enco R4 and other models in the budget segment [10] Market Trends - The open market's ear-clip segment has outpaced the ear-hook segment for the first time, with shipments of 6.51 million units, reflecting a 41.0% year-on-year growth [12] - The ear-clip and ear-hook categories are experiencing significant growth in the mid-range price segments, as consumers seek a balance between quality and price [13] - Mobile manufacturers accounted for 67% of the true wireless market shipments, a 16 percentage point increase from the previous year, indicating a structural change in the Bluetooth headset market [14]