Summary of Key Points
Earclip headphones (a type of over-ear (OWS) earphone) have suddenly become a sensation in the consumer electronics industry. Shao音, the global leader in OWS headphones that started with bone conduction technology, is facing fierce competition from cross-industry players like Huawei and Xiaomi. This is because earclip headphones target the mass market, an area where companies like Huawei excel. As a "catfish" in the market, Huawei has used its hit products to push OWS headphones from a niche sports community to the mainstream market, attracting many other manufacturers. Although the market is still emerging, it is already highly competitive, with Chinese brands taking the lead. If Shao音 doesn't capture the mass market, it may lose its position as the global number one.
1. Why are earclip headphones so popular?
They solve a long-standing problem with in-ear (TWS) headphones: wearing them for extended periods can cause ear discomfort and blockage, making it difficult to hear your surroundings (for example, making it unsafe to cross the road). Earclip headphones simply clip around the ear, without entering the ear canal, providing comfort all day long. They also allow you to hear your environment while using them, such as clearly hearing conversations during meetings without being disturbed by colleagues.
Many people now use them as a "second pair of headphones": for commuting, they use noise-cancelling in-ear headphones; for work or meetings, they switch to earclip headphones for comfort and ease of communication. Data shows that while TWS headphone sales globally grew by only 4% in the third quarter of 2025, OWS headphones (including earclip types) saw a 69% increase, with earclip models experiencing even higher growth rates. This indicates a real demand from consumers.
2. Shao音's success and current challenges
Shao音 became the global leader in OWS headphones through three key strategies:
- Early adoption of technology: The company started as an OEM in 2004 and turned into a brand three years later, choosing the then-unpopular bone conduction technology (sound is transmitted through the bones to the ear, ideal for sports).
- Deep integration with specific scenarios: It partnered with marathon and Tour de France champions, targeting professional athletes and riding on the global trend of outdoor activities.
- Business model: High pricing (over 1000 yuan) and expansion into North America; in 2025, it had revenue of 7 billion yuan and shipped 9.3 million units without any external funding.
However, Shao音 is now in a tricky position: earclip headphones are popular for everyday use by the general public, and smartphone manufacturers like Huawei and Xiaomi understand consumer needs better. Huawei launched its first earclip headphones at the end of 2023, while Shao音 didn't release its first model until March 2025. Its competitors have already added features like AI translation and voice assistants, leaving Shao音 behind. Now, besides its share in bone conduction headphones, other manufacturers (such as Sennheiser, Huawei, and Anker) are closely competing with Shao音 in sales.
3. Huawei: The "catfish" that brought OWS headphones to the mainstream
Huawei's entry into the market has had a significant impact:
- Success with hit products: Its first-generation Freeclip earclip headphones sold 3.7 million units, generating nearly 4.8 billion yuan in retail sales. The second generation (Freeclip 2) is lighter and more advanced, with a supply chain stockpiling 8 million units. At a price of 1299 yuan per unit, this single product could generate 10 billion yuan in revenue this year.
- Pivotal role: OWS headphones were once considered a niche item for athletes; Huawei has made them mainstream products that ordinary people want to buy, transforming the market from niche to popular.
- Technical advantage: Huawei uses air conduction (sound is transmitted through the air, not the ear canal), addressing the issue of poorer sound quality associated with bone conduction technology used by Shao音.
4. The OWS market: Big opportunities but fierce competition, with Chinese brands taking the lead
The OWS market is still developing, but competition is already intense:
- Opportunities: The top five OWS headphone manufacturers are all Chinese brands, although their combined market share is less than 50%. Global giants like Apple and Samsung have not yet released earclip products, giving Chinese brands the chance to dominate the mainstream market.
- Competition: To maintain its number one position, Shao音 needs to transition from a sports brand to a more general-purpose one. Competitors like Huawei, Xiaomi, and Anker are all vying for this market share. If Shao音 doesn't adapt to consumer demands, it may lose its brand value, distribution channels, and high pricing advantages.
- Future prospects: The industry expects OWS headphones to follow the same path as TWS headphones did in 2016, with shipments expected to reach 40 million units in 2026, accounting for 10% of the TWS market. Whoever seizes this opportunity could become the next "AirPods-level" player.
5. Shao音's path forward: Balancing sports and mass market appeal
Shao音 is adjusting its strategy:
- Continuing to focus on sports scenarios (e.g., launching swim-specific headphones) to retain its existing user base.
- Expanding into the mass market: Collaborating with luxury designers for gift box versions, hiring new-generation actors as endorsers, and releasing new earclip products.
However, building a broad consumer brand takes time. Whether Shao音 can break through the competition from companies like Huawei depends on its ability to quickly meet consumer needs (e.g., by adding AI features) and successfully globalize its products.
In summary, the popularity of earclip headphones represents a shift in consumer electronics from focusing on functionality to emphasizing comfort and convenience. The competition in this field will ultimately be about which company better understands the daily needs of ordinary people.