Prospective industry research institute "2016-2021 China earphone industry market outlook and investment planning analysis report"

Compared to the mobile phone and computer machine, headset production of low investment, small and medium enterprises Chinese have joined in the industry, mostly engaged in the manufacture of low cost, short production cycle, fast circulation of products on the market, all kinds of headset low price from 5 yuan, 15 yuan to 100 yuan, Lynn wares, jumbly, low-end headset the market tends to saturation, intense competition. Have the strength of the enterprises have turned to high-end market and functional segments.

In the global demand for headphones competition, the United States, Singapore is China's most powerful competitors. In addition, competitors in different regions are also different, such as the main rival in the Hongkong market is the United States and Japan, the main competitors in the U.S. market is Taiwan and Mexico.

Potential entrants analysis

Machine manufacturers with capital and technology advantages into the high-end headphone market, the integration of industry chain advantages, the survival of many low-end manufacturers pose a threat. Such as HTC plans to spend $300 million acquisition of the majority stake in the headset manufacturer Electronics Beats, in order to improve the quality of HTC phone. Beats headset price between 150~300 U.S. dollars, is generally higher than the apple iPod and iPhone headphones. Electroacoustic equipment enterprises rely on existing technology advantages to expand the headset business, such as the acquisition of a well-known Japanese brand STAX saunterer headset, enhance the comprehensive competitiveness. Since the start of operation of headset project from 2004 saunterer, through continuous exploration, gradually mastered the headset design and development capability, especially some of the core components of the technology and manufacturing capabilities. Accompanied by the coming, is a large increase in sales of the market. In 2009, sales revenue soared 64% saunterer headset, showing a good momentum.

Threat analysis of alternatives

Headphones and speakers are audio products, but in the process of manufacturing, they are very different. Speaker volume is large, in all aspects of the room can play a large; headphones seem small, easy to manufacture, but in some places the technical requirements but higher.

Indoor audio and video entertainment needs of the development of the speaker needs to be improved, because the effect is better, but also to avoid the inconvenience of wearing headphones. Some speakers of the low-end market for small and medium sized, personalized speaker, the market has a certain alternative to the headset.

First, the world's major countries headset market share

From the last century in 90s, "made in China" by virtue of a low cost of labor and manufacturing capacity to attract the world's headset manufacturing industry will be the production base in China, the production of low-end headphones. 2011 China headset market share reached 32.8%. Relatively, Europe and the United States will be the production of high-end headphones on their own. But in recent years the domestic economic downturn, economic growth is far below the European crisis China, further reducing people's consumer confidence, so the United States, Germany, Japan and other world-renowned brand producing countries headset market share has slipped in recent years, the market share was 13.6%, 5.3% and 7.7% respectively.

Two, the United States

The United States wants to stay ahead of other countries in the level of economic development and the headset technology research and development, sales in the United States and headset brands, the world's best-selling brand headset is well-known there are as many as five or six, such as Gauss (KOSS), Gerd (GRADO), Shure (SHURE), Alice (ALESSANDRO Etymotic) and (ETYMOTIC), relative to other countries more brand. The popular dynamic and moving iron unit In-Ear Earphones high-end products are almost from the United states. The United States of the headset products are similar in style, more attention to the performance of low frequency headphones and play music overall coordination, separation and other factors, more suitable for rock and metal music.

Three, Japan

At the end of last century, Japan's SONY Walkman headset, almost invincible, occupy most of the market share, while Matsushita due to the limitation of its research capacity, can only rely on some unique shape designed to attract the eye. Once the other side by side with SONY Walkman manufacturers also Aihua due to mismanagement was acquired by SONY [1]. At present in the Japanese market, the market share of the iron triangle has been far more than SONY, but in the Chinese market, iron triangle visibility is limited to the high-end market, known by many fancier. In addition, it is worth mentioning that the Japanese STAX headset brand is the most famous electrostatic headset manufacturers the most influential in the world, known as the half of the HI-END brand in Japan, STAX electrostatic headset reasonable price, sound light and soft, rich and elegant beauty, with rich details.

The semiconductor supply in Japan accounted for 20% of the world, in the field of electronic components is the main producer of the world; and Hongkong, Taiwan and the mainland and South Korea Chinese many electronics manufacturers in Japan are dependent on the production of spare parts, so the earthquake in Japan in 2011 for the global electronics industry chain has great influence, but also in the headset industry. Local production and consumption downturn makes Japan headset decreased in the global share of headset.

Four, Germany

Compared with other European countries, Germany headset good market development in the intelligent mobile phone and tablet computer stimulation, mainly due to its three major brands: Sennheiser headset (Sennheiser), Beyerdynamic (Beyerdynamic) and the German Gerd (MB

QUART) strong market influence. In Germany, the headset market, dedicated to portable media players, smart phones and tablet PCs in the ear, mini headphones accounted for more than 80% of the market share, while passing