以下文章来源于DT商业观察 ，作者DT商业观察 DT商业观察 . 第一财经旗下年轻态财经商业媒体。关注消费、互联网、电商、文娱、科技、城市等领域，融合媒体和 研究机构的禀赋，厘清趋势和商业间的关系，用年轻化的视角认识商业世界。 编辑丨 张晨阳 封面图源丨华为 通勤路上戴耳机错过报站，运动时总担心耳机飞出去，穿脱衣服一不小心就刮掉 …… 你戴耳机时有 没有遇到过这些小麻烦？ 如今一种新的耳机形态，正在帮你解决这些烦恼，它就是开放式耳机。 它不用塞入耳道，而是通过气传导或骨传导技术传声，既避免了长时间塞耳朵造成的不适感，也减少 了因剐蹭或运动导致的耳机脱落，还能随时感知周围环境的声音。 而在开放式耳机的所有形态中，最亮眼的莫过于像科技饰品般夹在耳廓上的耳夹式耳机。它已经从一 个功能设备，转变为都市人耳朵上的精致配饰，成为 2025 年最流行的 " 办公室皮肤 " 。 耳夹式耳机是如何迅速崛起的？它又是如何在一众开放式耳机中杀出重围的？ 耳夹式耳机成为增长 C 位 来源丨DT商业观察（ID：DTcaijing） 作者丨 林美汕 目前，开放式耳机主要分为三种形态：颈挂式、耳挂式和耳夹式。 其中，颈挂式耳机偏向专业运动 ...

Core Insights - The global ear-worn device market is projected to ship 170 million units in the first half of 2025, representing a year-on-year growth of 11.8%, with open-type products accounting for 10.1% of shipments and experiencing a significant growth of 61.1% [1] Group 1: Market Overview - Open-type products primarily consist of neck-mounted, ear-clip, and ear-hook styles, with ear-clip products emerging as the fastest-growing category, achieving a shipment share of 41.6% and a year-on-year growth of 89.3% in the first half of 2025 [3] - Ear-hook products, while established earlier, have seen a year-on-year growth of 78.9% due to their comfort and stability, while neck-mounted products, mainly utilizing bone conduction technology, have a more stable market presence with a growth of 6.0% [3] Group 2: Regional Insights - China and the United States dominate the global open-type market, accounting for over 80% of shipments, with rapid development also observed in the Asia-Pacific and Western European markets as product maturity and user acceptance increase [5] - Chinese manufacturers, such as Huawei and Soundcore, are leading the market, with Huawei setting trends in the ear-clip segment and韶音 holding a dominant position in the global bone conduction and ear-hook markets [5] Group 3: Market Characteristics - The open-type market is characterized by a diverse player landscape, with China being the core market driving global growth, and more Chinese audio manufacturers expected to expand overseas leveraging supply chain and R&D advantages [7] - The ear-clip and ear-hook products are developing concurrently in overseas markets, with ear-hook products favored by sports enthusiasts for their secure fit, while ear-clip products attract users in daily commuting and office settings [7] - The market exhibits a two-tier development structure, with products priced below $50 targeting entry-level consumers and those above $100 focusing on advanced technology and premium materials for high-end users, providing clear entry points for new manufacturers [7] Group 4: Future Outlook - IDC's China Research Director, Pan Xuefei, indicates that open-type headphones have evolved into a significant growth engine within the ear-worn market, with the Chinese market leading the charge and establishing a foundation for scaling the category [8] - Chinese audio manufacturers are expected to leverage the advantages of "new form + new technology" to accelerate overseas expansion, potentially overcoming barriers in developed regions and addressing saturation and homogenization issues in traditional true wireless markets [8]

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].