Canalys: Xiaomi and Huawei Surpass Apple to Rank as Top Two Shippers in China’s Mainland TWS Headphone Market in Q1 2024

Market analysis firm Canalys today released the latest insights into the Chinese mainland True Wireless Stereo (TWS) Bluetooth headphone market.

In the first quarter of 2024, Xiaomi emerged as the largest TWS brand in terms of shipment volume in the Chinese mainland market, followed closely by Huawei, with Apple ranking third.

Specifically, the TWS headphone market in the Chinese mainland during the first quarter of 2024:

  • Xiaomi shipped 3 million units, a year-on-year increase of 76.2%, with products featuring Active Noise Cancellation (ANC) accounting for 29%
  • Huawei shipped 2.6 million units, a year-on-year increase of 55.5%, with products featuring ANC accounting for 43%
  • Apple shipped 2 million units, a year-on-year increase of 3.1%, with products featuring ANC accounting for 75%
  • Edifier shipped 1.7 million units, a year-on-year increase of 12.0%, with products featuring ANC accounting for 26%

Huawei’s entry-level TWS headphones, the FreeBuds SE2, drove the growth in its shipment volume, achieving rapid growth for four consecutive quarters.

Additionally, the personal smart audio device market in the Chinese mainland shipped 19.5 million units in Q1 2024, a 21.3% year-on-year increase from the 16 million units shipped in the same period last year. Apart from the 23% year-on-year growth in TWS headphones, the wireless over-ear headphone market also recorded a 35% year-on-year growth.