Consumer electronics recorded a sharp decline throughout 2022, with factors ranging from the Ukrainian War to World Inflation breaking the will to buy. This trend was felt across all market segments, such as TWS earphones and other audio-focused devices. The only exception? OPPO.
The data is now advanced by the market analysis agency Canalys, which points to OPPO as the only manufacturer that is gaining ground. In particular, the Chinese manufacturer recorded remarkable growth during the fourth and last quarter of 2022.
The wearables market fell, with the exception of OPPO
According to the data advanced in the report of the canalysthe global market for wireless Bluetooth headphones, TWS headphones recorded a 23% drop in sales volume compared to 2021. Analytically, this segment added 79.5 million units in the last quarter of 2022.
Comparatively, in the same period of 2021, 104 million TWS Bluetooth earphones were sold, denoting the significant drop in sales. So, from smartphones to dedicated audio devices, we’ve had a very significant decrease in units shipped around the world.
The market analysis agency, in its publication, refers to factors such as multiple difficulties in the distribution chain, as well as the declining global economy as justifications. Still, we had at least one good exception.
Apple continues to lead, highlighting OPPO’s growth
Between October and December 2022, Apple remained at the top of this market segment, despite the 30% drop (decrease). In second place, Samsung, also posted a 24% decline.
Third, Xiaomi suffered the most. The Chinese company led by Lei Jun recorded a 49% drop, far exceeding the market average (23% drop).
On the other hand, in fifth place in the global TWS Bluetooth headset market, OPPO has a 3% market share, registering a growth of 11%. In other words, double-digit growth in perfect contrast to the rest of the manufacturers.
2023 will be a challenging year for Apple, Samsung, Xiaomi and OPPO
As Canalys analyst Sherry Jin advances, “2023 will not be an easy year.” Manufacturers will have to explore new strategies to boost these sales. It will be a year full of challenges with the current constraints affecting the world economy.
Finally, as the publication itself states, “consumers are tightening their belts”, preparing for another cycle of recession and loss of purchasing power.
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