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Since the release of airpods in December 2016, Apple’s shipments have reached about 17 million pairs in 2017, doubled to 35 million pairs in 2018, and rapidly increased to 60 million pairs in 2019. According to the airpods with an average price of $200, Apple’s revenue last year reached $12 billion on wireless headphones alone! As the "small innovation" of airpods brings big profits, the Android TWS market will also usher in an outbreak period. In this context, what are the opportunities for domestic manufacturers?
"Small innovation" of airpods brings big profits to Apple
Apple officially released airpods in December 2016, with 17 million pairs of wireless headphones shipped in 2017, 35 million pairs in 2018, and 60 million pairs in 2019.
Based on an average price of $200, Apple’s revenue from this wireless headset alone will reach $12 billion in 2019, which is higher than the total revenue of chip giants such as Ti and NVIDIA. According to the analysis of airpods industrial chain, its ex factory price is about 600 yuan. In this way, Apple’s profit will not be less than 50%, which means that last year, Apple’s profit from airpods exceeded 6 billion dollars. Apple released its airpods pro in October last year, selling for as much as $250. Some market research institutions predict that Apple’s sales volume of airpods may reach 800-100 million in 2020, and its revenue will reach 20 billion dollars.
Android TWS market is about to explode
After 3 years of development, TWS headphones are about to enter the burst period. The current market trend is judged as follows:
*Apple created a new type of airpods, and middle and high-end iPhone users began to use them;
*White TWS earphones represented by Huaqiangbei are sold at a low price, which stimulates ordinary consumers to try to experience TWS earphones and opens the mass market demand of TWS;
*By virtue of product quality and brand advantage, non mobile phone brand headphone manufacturers cultivate mainstream user demand, so that TWS headphones concentrate on brand manufacturers;
*Mobile phone brand manufacturers rely on the ecosystem formed by the combination of TWS headset and smart phone to bring better user experience, which makes the TWS headset industry further focus on mobile phone brand manufacturers.
According to the latest IDC data, the global headphones / audibles shipments in 2019 were 170.5 million, 2.5 times higher than 48.6 million in 2018. It is estimated that the 5g switching trend will restore the growth momentum of mobile phones. It is estimated that in 2022, the global number of smart phones will reach 1.6 billion, including 1.38 billion Android mobile phone shipments. In order to accurately calculate the market demand, we divide Android mobile phones into five price segments: 0-1000 yuan, 1000-2500 yuan, 2500-3500 yuan, 3500-4500 yuan and above 4500 yuan to calculate the market scale of TWS headphones in Android Market in 2022. It is estimated that the total sales volume is about 150 million copies, and the sales volume is about 80.3 billion yuan.
If measured from the perspective of ODM / OEM industry chain, it is estimated that from 2020 to 2022, the global TWS headset (including airpods) shipments will be 167, 257 and 410 million pairs respectively, with a total market size of 610, 846 and 125.4 billion yuan respectively (calculated according to ODM / OEM factory price: airpods ASP is 600 yuan; Android TWS earphone ASP is 140 yuan).
It is expected that the sales volume of non airpods headphones will start to accelerate this year. Compared with 2019, the market size in 2023 will increase 8 times, while the comparable growth of airpods in the same period will be nearly 2 times. It is estimated that the overall market size of TWS in 2023 will be close to 140 billion yuan, of which airpods account for 48.52% and non airpods headphones account for 51.48%, nearly sharing the market.
Key performance indicators of TWS headset
The German Bragi, which has been developing real wireless Bluetooth headset since 2014, has been plagued by problems such as disconnection, delay and power consumption. In 2017-2018, the Bluetooth technology transmission scheme is not mature, and major manufacturers are focusing on solving the Bluetooth technology transmission problems such as disconnection and delay of TWS headset. Apple’s airpods use exclusive snoop patent technology to solve the problem of delay and asynchrony of dual ear connection. Even if the price is expensive, it has also been recognized by consumers. The sales volume has doubled year by year. And other manufacturers, even though they are cheap, still sell poorly. With the release of Bluetooth 5.0 protocol and the new generation of Bluetooth audio technology standard Le audio, the above problems are expected to be improved and solved, and the market of TWS headset will usher in high-speed development.
The key performance indicators of TWS headset mainly include Bluetooth connection, sound quality, noise reduction, endurance and intelligence.
1. Bluetooth standard and two ear synchronous transmission technology scheme
Compared with 4.2 standard, Bluetooth 5.0 has a great improvement in transmission speed, range, data throughput and multi device support, but the performance of forwarding mode has not been improved. However, its 2m bandwidth enables Bluetooth devices to transmit instructions smoothly, which provides technical support for human-computer interaction of intelligent voice.