2021Q1中国可穿戴设备市场研究.pdf

1、2021Q12021Q1中国可穿戴设备市场研究2 IDC |2 IDC |IDC可穿戴设备定义和分类可穿戴设备定义具有独立的处理器无线连接可佩戴在人体身上可穿戴设备分类智能可穿戴设备（Smart Wearable）支持独立运行第三方APP基础可穿戴设备（Basic Wearable）不支持独立运行第三方APP手表（Watch）手环（Wristband）服饰（Clothing ）耳机（Earwear）模块（Modular）rYjWgYeWnXwV8O9RbRtRqQmOpOlOoOqOeRsQrO8OoOzRNZoNrOMYpNpQ3 IDC |全球和中国整体市场规模、发展趋势和竞争格局中国手表

2、市场规模和发展趋势中国手环市场规模和发展趋势中国耳戴设备市场规模和发展趋势上游芯片涨价及缺货的影响目录4 IDC |4 IDC |21Q1全球可穿戴市场出货104.6M台，同比增长34%，其中耳戴设备和手表是主要驱动力25.239.347.367.244.652.871.199.164.618.219.524.230.817.219.433.136.926.413.115.820.021.515.514.622.017.813.157.575.792.6120.777.887.3126.6154.2104.60204060801001201401601802019Q12019Q22019Q32

3、019Q42020Q12020Q22020Q32020Q42021Q12019Q1 -2021Q1 全球可穿戴设备市场各产品出货量 (单位：百万)EarwearWatchWrist BandOtherYOY Growth2019Q12019Q22019Q32019Q42020Q12020Q22020Q32020Q42021Q1Earwear229.5%313.7%298.4%242.7%77.4%34.2%50.2%47.3%44.9%Watch25.6%18.2%36.3%15.6%-5.9%-0.4%36.8%19.6%54.1%Wrist Band40.5%56.5%55.6%18.6%

4、18.2%-7.5%9.6%-17.1%-15.4%Total77.7%104.5%113.4%85.0%35.4%15.4%36.6%27.7%34.4%5 IDC |5 IDC |耳戴设备和手表将成为可穿戴市场增长的主要驱动力量36.050.874.295.3111.6120.2127.034.332.640.347.451.956.659.529.425.926.627.528.629.029.2102.3110.1141.5170.8192.9206.6216.7268.1%49.4%23.3%19.0%10.5%7.4%5.4%23.0%14.9%25.2%13.8%10.2%8.5

5、%5.6%39.7%-0.8%2.9%4.5%1.6%-0.5%-0.2%94.7%28.7%20.5%15.8%9.4%6.8%4.9%-50.0%0.0%50.0%100.0%150.0%200.0%250.0%300.0%0501001502002502019202020212022202320242025Millions2019-2025 全球可穿戴设备市场各产品出货量预测 (单位：百万台)OthersWrist BandWatchEarwearEarwear YoYGrowth RateWatch YoY GrowthRateWrist Band YoYGrowth RateTota

6、l YoY Growth6 IDC |6 IDC |21Q1全球可穿戴市场排名中，苹果依然稳居第一，华为依靠在中国市场的稳定依然排名第四，第五名依然具有较大变化空间32.3%33.7%32.6%36.1%28.8%11.2%8.1%8.8%8.5%11.3%13.3%11.6%13.5%8.8%9.7%8.4%9.7%8.3%5.5%8.2%0.9%0.9%2.6%3.5%2.9%33.9%35.9%34.1%37.7%39.1%2020Q12020Q22020Q32020Q42021Q12020Q1- 2021Q1 全球可穿戴设备市场主要厂商份额AppleSamsungXiaomiHuawe

7、iBoAtOthers7 IDC |7 IDC |21Q1中国可穿戴市场发展要点 当前发展：成人手表持续增长，以运动手表为主要推动，但厂商格局仍然高度倾向头部 未来趋势：以运动为主要场景的基础功能手表将继续发展，并逐渐向智能化和多场景发展手表 当前发展：手环市场受到需求增长放缓和新品即将上市的双重影响，连续第二个季度出现同比显著下降 未来趋势：向大尺寸升级，平均价格将随之增长，未来市场规模的增长可能会受到一定影响手环 当前发展：蓝牙耳机市场持续快速增长，本土音频厂商的智能化速度加快，推动大盘增长 未来趋势：短期市场规模将在各类厂商迅速涌入中快速发展，长期看市场规模发展进入稳定期后可能会迎来一定

8、程度的洗牌耳戴设备8 IDC |8 IDC |21Q1手表市场呈现高速增长，除成人市场快速增长外，儿童市场需求回暖；手环市场持续显著下滑，耳戴产品保持增长5.89.99.111.38.612.614.215.414.67.77.99.88.85.07.410.99.38.46.07.08.97.45.36.78.35.64.220.125.528.628.119.127.033.630.327.305101520253035402019Q12019Q22019Q32019Q42020Q12020Q22020Q32020Q42021Q12019Q1 -2021Q1 中国可穿戴设备市场各产品出货量

9、 (单位：百万)EarwearWatchWrist BandOtherYOY Growth2019Q12019Q22019Q32019Q42020Q12020Q22020Q32020Q42021Q1Earwear129.4%183.5%124.0%112.3%48.5%27.4%56.8%37.1%70.4%Watch25.0%14.3%32.6%16.0%-35.0%-6.5%11.0%5.0%68.8%Wrist Band13.5%14.7%35.2%-13.5%-11.0%-4.1%-7.7%-25.1%-22.2%Total38.7%48.6%52.8%27.4%-4.6%5.9%17

10、.6%7.8%42.6%9 IDC |9 IDC |基于耳机向无线化、智能化的发展，耳戴设备将会持续较快增长；手表也在多场景推动下显现出更多市场空间；手环市场受限于产品形态竞争和需求升级，增速将逐渐趋缓Earwear-Truly Wireless, 55,938Watch, 40,254Wrist Band, 26,575Earwear - Other, 18,269-10.00%-5.00%0.00%5.00%10.00%15.00%20.00%25.00%30.00%-30.0%-20.0%-10.0%0.0%10.0%20.0%30.0%40.0%50.0%2021-2025年中国可穿戴

11、市场主要产品出货量预测（单位，千台）2025 5-Year CAGR2021 Shipment YoY GrowthBubble Size：2021 Shipment10 IDC |10 IDC |21Q1可穿戴市场前五名进入暂时稳定期，然而第四五六位之间差距较小，市场格局仍有较大变化空间19.5%22.8%21.7%18.8%22.9%21.7%20.9%21.6%19.5%14.7%18.9%18.8%17.5%19.2%12.7%4.0%3.9%5.6%4.0%5.4%1.6%2.8%2.9%4.6%3.3%34.3%30.7%30.8%34.0%41.0%2020Q12020Q2202

12、0Q32020Q42021Q12020Q1- 2021Q1 中国可穿戴设备市场主要厂商份额HuaweiXiaomiAppleBBKOPPOOthers华为：现有产品线下供应逐渐回归正轨，手表和耳戴产品稳定增长小米：小米手环受到市场需求和新品发售在即的双重影响，有所下滑苹果：手表产品线受到出货周期影响，出货有所下降；耳戴产品受到中低价位段产品的激烈竞争，增长略显乏力步步高：儿童手表市场需求回暖，持续拉动市场增长OPPO：耳机和手环出货稳定，有助于其稳定在市场前五11 IDC |全球和中国整体市场规模、发展趋势和竞争格局中国手表市场规模和发展趋势中国手环市场规模和发展趋势中国耳戴设备市场规模和发展

13、趋势上游芯片涨价及缺货的影响目录12 IDC |12 IDC |21Q1手表市场出货8.4M台，儿童手表市场需求回暖，增幅明显；成人手表市场继续带动整体增长5,655.05,539.67,296.75,436.12,800.03,867.06,391.34,167.94,525.02,015.02,394.32,545.23,387.22,184.43,552.34,533.55,093.93,889.77,670.07,933.99,841.98,823.34,984.57,404.310,910.79,246.88,414.725.0%14.3%32.6%16.0%-35.0%-6.5%1

14、1.0%5.0%68.8%11.5%4.5%25.0%1.4%-50.5%-30.2%-12.4%-23.3%61.6%89.5%46.1%60.5%50.5%8.4%48.4%78.1%50.4%78.1%-100.0%-50.0%0.0%50.0%100.0%0801602403204004805606407208008809601,0401,1201,2001,2801,3601,4401,5201,6001,6801,7601,8401,9202,0002,0802,1602,2402,3202,4002,4802,5602,6402,7202,8002,8802,9603,0403,

15、1203,2003,2803,3603,4403,5203,6003,6803,7603,8403,9204,0004,0804,1604,2404,3204,4004,4804,5604,6404,7204,8004,8804,9605,0405,1205,2005,2805,3605,4405,5205,6005,6805,7605,8405,9206,0006,0806,1606,2406,3206,4006,4806,5606,6406,7206,8006,8806,9607,0407,1207,2007,2807,3607,4407,5207,6007,6807,7607,8407,

16、9208,0008,0808,1608,2408,3208,4008,4808,5608,6408,7208,8008,8808,9609,0409,1209,2009,2809,3609,4409,5209,6009,6809,7609,8409,92010,00010,08010,16010,24010,32010,40010,48010,56010,64010,72010,80010,88010,96011,04011,12011,20011,28011,36011,44011,5202019Q12019Q22019Q32019Q42020Q12020Q22020Q32020Q42021Q12019Q1-2021Q1 中国手表市场出货量/季度 (单位：千台)Kid WatchAdult WatchTotal YoY GrowthKid Watch YoY GrowthAdult Watch YoY Growth23,927.417,226.14,525.010,341.715,364.23,889.734,269.132,590.38,414.758.2%48.6%78.1%10