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 ...

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].