1、2023?PART1?苹果在2016年发布第代AirPods，引爆市场。经历了4年速增，恰逢疫情天灾。整个业*2021年开始，明显减速。预计未来4年的复合增率在14%。低垂果实已然不再。TWS业正在进个新时代。?2016-2017?去?2018-2021?去?2022-现在分化时代，各突围1.02.03.0全球TWS出货量*印度市场例外，Boat等本品牌依旧凶猛。?21?299.8?million?14%?PART1?PART1?颜值众筹$275万 TWS累计众筹$10 Million+AI交互众筹$284万1.0?去?安克旗下众筹$280 万?去?crazybaby?zolo?pamu?尼?

2、去?TWS 业势能图蛮荒 1.0奔 2.0分化 3.00%50%100%150%200%0100200300400201720182019202020212022销量增率?去?1.0?2.0?3.0*?Statista?CounterpointPART1?2.0?去?TWS 业势能图蛮荒 1.0奔 2.0分化 3.0*?Statista?Counterpoint0%50%100%150%200%0100200300400201720182019202020212022销量增率?去?1.0?2.0?3.02019?TWS?去?PART1?3.0?去?TWS 业势能图蛮荒 1.0奔 2.0分化 3

3、.0*?Statista?Counterpoint0%50%100%150%200%0100200300400201720182019202020212022销量增率?去?1.0?2.0?3.0?1.0?3.0?3.0?2.0?3.0?Bose 推开放式TWS个细分类正式开启Olive 助听众筹获百万美?PART2?品牌频商紧随其后机商引领市场?TWS?AI?务?务?Skullcandy?Jlab?TWS?TWS?TWS?PART2?天猫TWS销售额TOP100各派系排榜（2022年9）频22%机31%电商47%注：分类定义：机商发布TWS为机派系，天猫电商品牌及集合旗舰店为电商派系，主营业务

4、为频的商为频派。?百元价位极致性价出设计与推?代表性价代表领先性代表差异性?去?去?去?PART2?PART3?Nothing?去?Oladance?Olive?max?Nura?Pro?Cleer?Gpods?3.0?去?PART3?CreativeSweet?cleer?oladance?sony?nothing?jabra?oleapPro?2022?cleer?arc?Q4?4000?+新奇 新鲜感Creative?去?2021?1?Bose?Sport?Open?Earbuds?OpenAudio?AirPods?Bose?去?务?国内战场海外战场?bose?oladance?bos

5、e?21?kickstarter?40?千?PART3?Cleer?2022?arc?9-12?5000?*?CEO?HHO?22?GPODS?12?去?务?*?*?PART3?530,000Nothing?21?Sweet?iMac?G3?3?#?imac?PART3?wow?imac?nothing?Nothing?99?2499?*天猫销36*?GN?Q3?2022Jabra?OTC?lively?Lively?4000?ProPART3?+?+APP?4?2.0?去?TWS?历?3.0?去?cyberblade?2k+?PS5?Switch?593?130?路拥挤附录：时来天地皆同，运去英雄不由专业深耕Olive?去?17?22?去?max?olive?设计优势?去?发展趋势竞争格局产品策略?AirPods?“I love those details,that youve had no idea how fabulously we got that wrong,for so long,as we were designing and developing it.”Jony Ive?Innoline?送?蛮?IBM?锐?愿?Hover 2全球款旋转双机OXS Thunder全球款7.1.2杜游戏响Oleap Pilot开放式