In the first half of this year, entry-level wireless earphones appeared to be leading the growth. Accordingly, Samsung Electronics also launched the Galaxy Buds FE, which emphasizes cost-effectiveness. Shipments of the overall wireless earphone market decreased by 2% compared to last year, but entry-level products priced under $50 increased by 15%.
On the other hand, products priced over $50 showed a decrease in shipments compared to the previous year. Demand decreased in mature North America and Europe, but showed significant growth in emerging markets such as India, the Middle East, Africa, and South America. In particular, in India, shipments surged 34% in the second quarter, accounting for 15% of the global market share. Companies offering entry-level models, including those in China and India, have seen double-digit growth rates or higher.
On the other hand, global companies such as Samsung, Apple, and Sony are analyzed to have decreased their market share. This is because it lost out in competition with entry-level products that failed to introduce new features, and the proportion of premium sales decreased due to the established market price range. It is interpreted that Samsung Electronics sought to secure market share by launching the Galaxy Buds FE.
