In contrast, Huawei's performance in the audio field is not as stunning as that of cell phones and smart watches, but it is still more than enough to become the center of the conversation.

 

 

 

On November 23, Liu Dongfang, president of Huawei's terminal BG audio and smart accessories product line, revealed that it will release its first open headphone product at the end of this year. The new product will be independent of the existing in-ear headphones, smart glasses and other wearable audio devices, becoming a new headset product line.

 

 

 

 

According to Chaodian Intelligence's calculations, from the release of the first TWS in 2018, Huawei's evolution from in-ear to semi-in-ear took only one year; from semi-in-ear to open, Huawei spent four and a half years.

 

 

 

Huawei's small step may be a big step for the headphone industry.

 

 

 

Chaodian Think Tank believes that although Apple is absent, but with Huawei's segmentation, the formation of product standardization in the field of segmented open-ear headphones, and even directly drive the market size is possible.

 

 

 

Huawei's move, on the one hand, will boost the relevant supply chain, the magic effect of the Mate 60 series, may be replicated in the headset track; on the other hand, the existing players in the open headset will be concerned, especially those "pseudo-open" may become Huawei's sacrificial knife, fatal suppression or even cleaned up out of the game.

 

 

 

Self-improvement innovation is the biggest pain point of TWS.

 

 

 

TWS market is not as hot as cell phones, but its ability to absorb money will definitely overturn the perception of many people.

 

 

 

In the case of Apple, the industry leader with a global market share of more than 30%, since 2017, the annual revenue from TWS headphones has easily exceeded ten billion dollars.

 

 

 

 

 

According to Japanese media reports, the estimated cost of parts for Apple's longtime best-selling AirPods is about $54, or about 22 percent of the selling price. what about the iPhone phone line? The cost is about 50 percent of the selling price.

 

 

 

And when it comes to R&D investment, marketing and promotion costs, headphones may be less than a fraction of the cell phone market.

 

 

 

According to the tide of electricity think tank understanding, the last two years TWS headset shock decline root cause, lies in the lack of product innovation.

 

 

 

In fact, from the beginning of the birth of TWS, about noise reduction, range, health, comfort and other aspects of the criticism has been continued to date, even Apple itself is no better solution.

 

 

 

With a wearable industry chain friend's professional point of view, "the structure of the TWS is nothing more than a battery, silicon wheat, chip sensors and other plastic components, it is precisely because it is very simple, so the innovation space is small and difficult."

 

 

 

 

In search of more selling points, the current brand manufacturers, including Huawei, Honor, One Plus and other brands, are carrying health tracking functions such as heart rate and body temperature in their TWS products, and it is reported that Apple is also trying to use audio to count the respiratory rate.

 

 

 

A mobile audio terminal that focuses on talking, listening to music, watching videos, and playing games is being made into another health management expert to steal a job with its own wearable little brother, the smartwatch.

 

 

It's a bit funny, but more than that, it's pathetic.

 

 

 

In terms of actual sales performance, this is just a round of self-importance innovation movement on the brand side, and consumers are not willing to pay more IQ tax. At the market level, innovation in the form of headphones is more realistic.

 

 

 

Compared with in-ear products on the hearing damage, open concept has been popular in the last two years, BOSE, Sony, KUDA, Shaoyin, Cleer, Oladance, QCY and many other brands, in this year, released a new open headphones one after another.

 

 

 

True and false open headset dispute

 

 

 

According to market organizations, this year's open headset China market shipments reached 1.96 million units in the second quarter, a year-on-year increase of 158.2%.

 

 

 

The data looks quite inspirational, but it is not resistant to scrutinize and compare.

 

 

 

The reason is that there is no clear standard for the definition of open headphones, and organizations tend to include wireless non-in-ear products in this category, such as bone conduction headphones, which account for a relatively high proportion of headphones.

 

 

 

 

 

Depending on the sound generating structure, open headphones on the market mainly use bone conduction and air conduction modes. Despite the fact that their category share is very tiny compared to the total number of headphones, the war of words is still very lively.

 

 

 

Some manufacturers who take the path of air conduction technology, in terms of public opinion that they are the regular army of open headphones, bone conduction is just playing the ball and stealing the concept.

 

 

 

Tide Power Think Tank believes that the OWS, Open Wearable Stereo, open wearable stereo concept proposed by oladance is the most accurate, and it may even become the ultimate solution for headphones.

 

 

 

In August this year, oladance completed a ten million dollar angel round of financing led by Black Ant Capital and Blue Chute Ventures, which also shows that the capital market is optimistic about the prospects of this technology.

 

 

 

Unlike Apple's domination of the world with AirPods in 2016, the controversy over the standard of open headphones will continue to exist for a long time, probably until a certain oligopoly becomes the absolute benchmark in this segment.

 

 

 

With long-term tracking and research on the terminal brand's best-selling models, selling price, market share and other key elements, Tide Power Think Tank believes that the overall market trend of headphones shows a clear polarization.

 

 

 

First, the demand for high-end models above $150 is solid, with active brands such as Apple, Samsung, Beats, BOSE, etc.

 

 

 

Second, the low-end demand is very active, including millet, OPPO, Huawei, QCY and other domestic manufacturers are highly concentrated, the consumer mentality of this user group tends to be "affordable, change diligently".

 

 

 

I believe that Huawei, currently ranked outside the top five in the global smart audio field, high-profile entry into the open headset is by no means just a simple "show of muscle", to open up a grove, rushing high-end, grab the share is the key.

 

 

 

BGM sounded, waiting for Huawei to enter.