sandalwood

Premium Shift and Scenario-Driven Growth: The Second Curve for Open Wearable Stereo

Abstract: The Open Wearable Stereo market in China continues to expand and is poised to lead the TWS headphone market towards a more premium direction. The core driver of this growth lies in the precise matching of user pain points and the amplification of scenario-based demands. In Q1 2025, ear-hook and ear-clip style headphones accounted for 38% of the TWS headphone market. Technological breakthroughs and a layered competitive landscape (high-end technological barriers, mid-range scenario focus, and entry-level cost-effectiveness) collectively drive rapid market growth and structural optimization. Ultimately, this strong trend is unlocking the potential of the high-end market, becoming a core engine for manufacturers to explore high-value-added growth.

Open Wearable Stereo Accelerate the Premiumization Process

Open Wearable Stereo is experiencing rapid growth. According to Sandalwood's China e-commerce data, in 2024, the sales volume of Open Wearable Stereo in the e-commerce market reached 57.44 million units, with a sales revenue of 8.195 billion RMB. In Q1 2025, the year-on-year growth was strong (sales volume +26%, sales revenue +31%), achieving a dual breakthrough, with market share in the TWS headphone segment rising sharply from 24% at the beginning of 2024 to 40%.

In the high-end market (over 500 RMB), although the sales volume share is less than 5%, its sales revenue contribution is nearly 30%, showcasing strong growth momentum in the high-end segment.

Although the low-end market (0-200 RMB) still accounts for nearly 80% of the sales volume, Open Wearable Stereo is driving market structural evolution towards diversification and premiumization by meeting upgraded demands for health, comfort, and scenario integration.

High-Frequency Scenarios and Wearing Experience Reshape Product Form Factors

The explosive growth of Open Wearable Stereo is essentially the result of the deep resonance between upgraded user core needs and manufacturers' technological innovations, precisely addressing user pain points in terms of comfort, scenario adaptation, and safety.

Users, experiencing discomfort from traditional in-ear headphones, have shifted to open-back designs. The non-in-ear structure (ear-hook and ear-clip styles) effectively relieves pressure on the ear canal, reducing the risk of hearing damage. At the same time, the open-back design allows ambient sound to naturally pass through, improving safety in outdoor environments. Scenario-based demands, such as running, cycling, and office use, have driven the need for a "semi-immersive" experience, which Open Wearable Stereo perfectly caters to in these three high-frequency scenarios.

From a data perspective, in Q1 2025, ear-hook and ear-clip headphones accounted for 38% of the TWS headphone market share. The ear-hook style alone made up 25%, nearly twice the share of ear-clip style. Compared to Q1 2024, the year-on-year sales growth rate for ear-hook headphones was 35%, while ear-clip headphones saw a 12% increase. Ear-hook headphones are more widespread, and Open Wearable Stereo has driven the growth of both ear-hook and ear-clip headphone forms.

Layered Competitive Landscape Forms, Driven by Technological Breakthroughs and Scenario Focus

The Open Wearable Stereo market has developed a clear three-tier structure of high, mid, and low-end segments, with technological iteration and scenario adaptation serving as the dual engines of growth.

The high-end market is dominated by technological barriers, with products like Huawei’s FreeClip and CLEER ARC 3 leading the way. Their premium pricing is driven by advanced technologies such as AI noise cancellation, directional sound transmission, and Dolby sound effects.

In the mid-range market, competition is fierce, with a focus on segmented scenarios and target demographics. For example, products like Baseus MC1 appeal to younger consumers with their fashionable and lightweight design, while Edifier’s ZERO CLIP targets business and light sports enthusiasts.

The entry-level market is led by products like Baseus S01 and Monster AC601, offering high cost-performance to popularize the category. Both ear-hook and ear-clip designs run parallel, covering a diverse range of users. The combination of high-end technological breakthroughs and mid-to-low-end scenario adaptation is continuously injecting high growth momentum into the market.

Conclusion:
Open Wearable Stereo, with its multiple advantages in wearing comfort, safety, and scenario adaptability, is reshaping the competitive landscape and value chain structure of the Chinese headphone market. The strong growth momentum, especially in the high-end market, presents significant opportunities for structural upgrades.

Looking ahead, brands’ ability to systematically understand users' complex needs in areas such as health-focused wearing, scenario integration, and audio experience, and drive deep collaboration across technology, products, and ecosystems, will be key to achieving continued breakthroughs in the increasingly competitive market.