It's sold out! Over 100 million units of this electronic product are shipped a year! Huawei, Samsung, and Xiaomi have entered the game! Is your phone "matched"?
In the past two years, the hottest item in the consumer electronics market has been TWS headsets, which are wireless stereo headsets. When the elimination of the headset jack becomes the norm for mobile phone configurations, TWS headsets have ushered in explosive growth.
How about the sales of TWS headsets on major platforms during the "Double Eleven" shopping festival that just passed?
TWS noise-canceling headset market is hot, many manufacturers are competing for layout
A reporter searched for the keyword "TWS headset" on an e-commerce platform, and dozens of branded products appeared, with prices ranging from less than 100 yuan to more than 1,000 yuan.
In the past "Double Eleven", TWS headsets also had good sales on major e-commerce platforms.
Zhang Wei, general manager of Suning Tesco's Shenzhen Consumer Electronics Company: During the "Double Eleven" period, our omni-channel sales of wireless Bluetooth headsets increased by 116% year-on-year. Among them, the active noise-cancelling headset, the better-selling Apple headset AirPods Pro grew by 360% year-on-year, and Sony grew very high. Huawei's FreeBuds3, FreeBuds Pro, and OPPO single products sold relatively well.
Since this year, TWS headphones with noise reduction function have become the focus of competition among major manufacturers.
Xie Guanhong is the person in charge of a TWS headset company in Shenzhen. He told reporters that the popularity of the TWS headset industry in recent years has exceeded his expectations. During the "Double Eleven" period this year, their new noise reduction headsets also ushered in good sales. .
Xie Guanhong, Chairman of Wanmo Acoustics Co., Ltd.: This year's "Double Eleven" sales have been good, with a threefold increase in the TWS category and a fourfold increase in noise reduction headphones.
Liu Jia, general manager of the Audio Product Center of OPPO's Emerging Mobile Terminal Business Unit: Although noise reduction is more expensive than ordinary headphones, the price may be twice that of ordinary headphones, but the market has responded very well.
The actual sales volume of TWS noise reduction products that we released in October increased by 30% to 50% than expected.
With the improvement of performance and user experience, TWS noise-canceling headphones are recognized by more and more consumers, and many manufacturers are also increasing investment and actively deploying TWS headphones.
Liu Qiang is the head of a TWS headset foundry company in Guangdong. He told reporters that in order to cope with orders for new noise reduction TWS headsets this year, they have just purchased a batch of new production equipment.
Liu Qiang, Chairman of Dongguan Zhengrong Electronics Co., Ltd., Guangdong Province: As a TWS contract manufacturer, more competition is in terms of automation capabilities and quality control capabilities.
At present, in the entire industry of noise-canceling headphones, most of the yields are a little over 80%, and the yields of the entire manufacturing are still increasing.
Canalys, an authoritative data research organization, has released the latest forecasts, showing that global TWS headset shipments will grow at a rate of 32% in 2020, and TWS headset shipments will exceed 350 million units by 2021.
The huge market has also attracted many manufacturers vying to lay out. The industry expects that in the next two years, as market competition intensifies, the TWS headset market will enter a stage of reshuffle.
Sun Yanbiao, head of Rising Sun Big Data: Many mobile phone manufacturers from Huawei, Xiaomi, OPPO, and vivo are vying to enter the TWS industry because the market is too big. These manufacturers are enriching their product lines after they come in.
Li Jin, electronic researcher of Rongtong Fund: The leading consumer electronics company in China has relatively strong competitiveness and has certain advantages in R&D, production, and sales.
Therefore, in the long run, two or three giant consumer electronics companies will grow, and it will be a vertical integration of parts and complete machines. The overall growth will be faster in the next two or three years.
TWS headset index tripled in two years
Focus on companies with core competitiveness
In the past two years, the TWS headset market has continued to be hot, and sales growth has strongly supported the performance of listed companies in the industry chain. The stock prices of related stocks have risen staggeringly. Can TWS headset concept stocks continue to pay attention to it?
The data shows that there are 21 TWS headset concept listed companies in the A-share market. According to the three quarterly report data released, 13 companies have increased their net profits year-on-year, of which 5 have net profits increased by more than 100% year-on-year.
With the growth of the performance of TWS headset listed companies, from last year to November 9 this year, the TWS headset index rose sharply by 341.88%, while the Shanghai Composite Index rose by only 35.28% during the same period.
However, due to the recent change in market style, the TWS Headphone Index fell by 6.57 percentage points in the nearly 6 trading days from November 10 to November 17.
Among them, the share prices of Lixun Precision and GoerTek, Apple’s AirPods headset OEM assembly manufacturer, have plummeted.
Li Jin, an electronics researcher at Rongtong Fund: In 2019 and 2020, the TWS-related underlying Lixun Precision and Goertek's shares have risen very large, about four to five times the increase, and the valuation is at a historically high position. With the loosening of funds, the stock price correction will kill the valuation process.
It is understood that from 2017, Apple AirPods set off a wave of TWS wireless Bluetooth headset market.
According to data from Counterpoint, a market research organization, in 2017, 2018, and 2019, TWS headset shipments grew by 118%, 130%, and 183%, showing rapid development.
In 2019, the global TWS headset market has exceeded 120 million units.
Despite the downturn in the first quarter of 2020, the global TWS headset market subsequently recovered rapidly, with shipments increasing by 18% in the second quarter.
Under the leadership of Apple AirPods, mobile phone manufacturers such as Huawei, Samsung, OPPO, vivo, and Xiaomi have joined the TWS industry.
Industry insiders believe that with the further improvement of TWS battery life, sound quality, noise reduction and other performance in the future, TWS headsets are expected to become standard for mobile phones in the future, and companies with core competitiveness can be paid attention to.
Xu Chuanbao, chief investment consultant of Jinyuan Securities: In the early stage, basically all companies involved in this industry had relatively good performance growth. In the future, as competition in the industry becomes more and more fierce, an oligopoly may be formed. Therefore, some companies without core competitiveness will be more affected in the future.