1. 2022 Q2 total sales: 51.03 million pairs, down 4.47% year-over-year

 

2022 Q2 global TWS brand shipments of 51.03 million pairs, a 4.11% decrease compared to Q1's 53.22 million pairs, a 4.47% decrease year-on-year, the overall look of 2022 TWS headset market downward trend is obvious, is expected to Q3 shipments will be around 60 million pairs.

 

Tide Electric Intelligence believes that Q2 quarter global TWS downward trend, there are two main reasons: First, the global cell phone sales fell sharply, resulting in supporting TWS headset also fell; Second, TWS headset in the first half of the year without innovation, the lack of consumer desire to buy.

 

 

According to Tide Electric Intelligence, global TWS shipments in 2022 will be at 530 million pairs, an increase of only 8.16% year-on-year, 530 million including the unconsumed inventory of 100 million in 2021, the real supply chain shipments will only be 430 million pairs.

 

 

 

2, the global sales ratio by region: China returned to the first, India doubled its market share

 

 

 

There are four major regions for global TWS shipments in Q2 2022, with China ranking first with a 25% market share, the US and Europe each accounting for 20%, and India accounting for 17%.

 

Q1 and Q2 compared, China's market grew steadily, surpassing Europe to top the world's largest market, the U.S. market is shrinking 3% share in second place, Europe fell more, from the top of Q1 slipped to the third.

 

 

 

 

It is worth noting that the Indian market, which has been ranked fourth, saw its sales market share surge from 9% in Q1 to 17% in Q2.

 

 

India TWS market sales were able to grow, mainly due to the incremental growth of the Indian cell phone market, which in turn led to headphone sales.
 

 

 

3, brand TOP10 sales: Apple fell 18%, BoAt ranked second in the world

 

 

In Q2 2022, Apple topped the list with 47% of the TOP10 brands, BoAt, Xiaomi and Samsung were all around 9%, and the remaining brands had a market share between 3% and 5%.

 

Apple's TWS headphones Q2 sales fell 18% year-on-year, the best-selling single product is AirPods3, released in the fourth quarter of 2021, the headphones have fallen more than 30% compared to the peak sales.

 

Xiaomi's TWS headphone Q2 sales declined 35% year-over-year, with the best-selling item being RedmiBuds 3, released in Q3 2021, which has declined 24% compared to peak sales.

 

 

 

 

Notably, Indian brand BoAt's TWS headphone sales grew 210% year-over-year, rising from sixth in Q1 to second globally in Q2, with the best-selling item being Airdopes 131, which saw sales grow 148% year-over-year.

 

There are two reasons for BoAt's sales growth: one is the incremental iteration of cell phones in the Indian home market; the other is BoAt's lower price point for its TWS headphones, which is in line with Indian consumption levels.

 

 

4、Summary

 

 

Q2 2022 global TWS brand shipments were 51.03 million pairs, down 4.47% year-on-year, and the overall look of the 2022 TWS headset market downward trend is obvious.

 

There are four major regions for global TWS shipments in Q2 2022, with China ranking first with 25% market share, the U.S. and Europe each accounting for 20% and India accounting for 17%. The market share of India surged from 9% in Q1 to 17% in Q2.

 

In Q2 2022, Apple occupied 47% of the TOP10 brands at the top of the list, and Indian brand BoAt rose from the sixth in the world in Q1 to the second in the world in Q2, with a rapid rise in the seat.

 

Translated with www.DeepL.com/Translator (free version)