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]

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].