全球开放式市场主要呈现以下三个特点： 玩家多元化和中国市场主导海外开放式耳机市场仍处快速发展期，需求释放且厂商格局未稳。中国是该品类起步最早、发展最快 的核心市场，中国厂商亦为全球增长主导力量。未来更多中国音频厂商将加大出海力度，依托供应链、成本与研发优势，结合海 外本地化需求布局，进一步扩大海外市场影响力。 开放式产品主要以颈挂式、耳夹式和耳挂式为主。其中耳夹式产品以其精巧外观和独特佩戴方式脱颖而出，在2025年上半年出货 量占比41.6%，同比增长89.3%，成为开放式产品中成长最快的品类。耳挂式产品相较耳夹起步较早，其佩戴舒适性和稳定性吸引 了广泛关注，出货量同比增长78.9%。颈挂式产品主要以骨传导技术为主，偏向于运动场景，并且是开放式产品中最先发展的形 态，相对较成熟且格局更稳定，出货量同比增长6.0%。 IDC《全球可穿戴设备市场季度跟踪报告》数据显示，2025年上半年全球耳戴市场出货量1.7亿台，同比增长11.8%，其中开放式产 品出货量占比10.1%，同比增长61.1%，其凭借新颖外观和新兴传导技术引领全球市场增速。 中国和美国是全球开放式最主要的市场，出货量占比超过80%。其次，亚太和西欧市 ...

Group 1 - The article discusses the phenomenon of wearing headphones in various social contexts, particularly highlighting the case of Zhang Weiyi, who consistently wears headphones during personal interactions, raising questions about social etiquette and respect [2][8][50] - It notes that the trend of wearing headphones has become a global topic, with many people expressing discomfort or confusion about the behavior, especially in settings that traditionally require direct communication [12][13][26] - The article references studies indicating that wearing headphones can serve as a means to block out distractions and maintain focus, but it also raises concerns about the implications for interpersonal communication [20][24][49] Group 2 - The piece highlights the evolution of headphones from mere audio devices to fashion accessories, with brands increasingly blurring the lines between technology and style [30][34][41] - It mentions that modern headphones are designed to be lightweight and comfortable, with features that encourage prolonged use, thus reinforcing their presence in daily life [45][46][49] - The article concludes by emphasizing the complex relationship individuals have with headphones, balancing their utility for focus and comfort against the potential for social disconnection [51][53]

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].