Apple continues to dominate yet another industry

Recent findings by RUNTO Technology highlight the burgeoning growth of the audio market in China during the first half of 2023. Sales of headphones and earphones saw a spike, reaching 48.11 million units, marking a 6.6% year-on-year growth. This boost was collectively attributed to different market segments: wired in-ear headphones, true wireless (TWS) earphones, over-ear headphones, and neckband-style earphones.

Interestingly, both domestic and international brands seemed to find equal footing in the top 10 online sellers, suggesting a change in consumer inclinations. Shoppers appear to be equally swayed by homegrown brands as by recognized international names. Apple, renowned worldwide, sustained its leading position in sales, even with a slight dip in market dominance. The introduction of new AirPods models aided in driving sales, yet it couldn't balance out the decline from older models. Consequently, Apple's market share dipped by 2.6%, concluding at 23% in the first half of 2023.

Apple continues to dominate yet another industry

Nevertheless, Apple's stronghold in the market is undeniable. But the competitive landscape has grown fiercer. Renowned global names like Sony, Bose, and Beats now grapple with emerging domestic mobile brands. However, the rollout of novel Bluetooth and TWS headphones has enabled these international contenders to sustain their growth trajectory.

Leading local brands, such as Huawei and Xiaomi, along with niche audio enterprises like Edifier and 1MORE, weren't spared from this intensified rivalry either. Mobile-centric brands, including OPPO and Vivo, ventured robustly into the audio sector, nibbling away the market share of more established entities. As the landscape keeps evolving, it remains to be seen which brands will clinch consumers' attention in the latter half of 2023.

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