Embrace wireless! Q1 Headset Market Research Report 2018

In the first quarter of each year, the earphone industry is basically relatively calm, and this year is no exception. There are relatively few new products, but it is not without waves. Some manufacturers choose to release important new products at CES in the United States, but in general, manufacturers are basically from the end of the first quarter to gradually enter the state (why the last fiscal year has not yet ended?), especially for domestic earphone manufacturers, there is a reason for the Spring Festival in the first quarter. Everyone is busy going home for the New Year, and usually they are not willing to choose this time to release their products.

On the whole, the headphone industry in the first quarter of 2018 continued the trend of the industry at the end of 2017, with no obvious changes. However, this may be a temporary calm before the storm. After the opening of the first year of wireless headphones in 2017, 2018 will be the beginning of major manufacturers fighting in the field of consumer wireless headphones. Let's take a look at the ZDC data of Q1 earphone market this year.

1. Brand Structure Analysis

Analysis of 1.1 Headset Brand Attention

In terms of brand attention, the brands that Q1 entered the top 10 in 2018 are exactly the same as those that Q3 entered the top 10 in 2017. The ranking has not changed except that 1MORE and Philips, rambler and beats have exchanged positions. This shows how difficult it is to squeeze into the top 10 in the earphone field and how difficult it is for new brands to obtain high attention. There was no change in the top four positions of the "Big Four", with a combined focus of 47.19 percent. Sony topped the list this time, but the proportion of attention has increased compared with Q3 last year, reaching 15.6 percent, and since Q3 last year, Sony's attention has not been less than 10 percent, which is very eye-catching. Last year Q3 Sony launched the headset Bluetooth noise reduction headset WH-1000XM2. Until Q1 this year, the new and old products were sold at the same time for a long time, and the price of the old products was quite favorable. For those who do not follow the fashion, the old models undoubtedly have great attraction. It is not difficult to understand that Sony received high attention in the first quarter. The full street 1000X and 1000XM2 are the best evidence.

1.2 Brand Monthly Attention Analysis

Sony's strength can be seen from the top ten changes in monthly attention, with q1 topping the list in monthly attention. Sennheiser's attention is gradually higher, while the iron triangle and AKG are slightly lower. Beats ranked fifth, followed by domestic brand ramblers, whose performance is still excellent, and since Q3 last year, the attention of domestic brand ramblers has been above 5%. It is not easy to grab a territory and hold on to it among the strong international earphone giants. BOSE ranks seventh, which is also BOSE's continued entry into the top 10 since Q3 last year. Apple, 1MORE and Philips ranked eighth to tenth. 1MORE Q3 entered the top 10 for the first time last year, and Q1 returned again this year, showing very tenacious performance. In January, he won many awards at CES, and 1MORE was quite fruitful, which also set a good example for domestic headphones to actively go abroad. We also hope that in the future, we can see more domestic brands enter the top ten of attention through their own down-to-earth efforts, and compete with foreign brands on a larger stage.