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1、2023?PART1?蘋果在2016年發布第代AirPods，引爆市場。經歷了4年速增，恰逢疫情天災。整個業*2021年開始，明顯減速。預計未來4年的復合增率在14%。低垂果實已然不再。TWS業正在進個新時代。?2016-2017?去?2018-2021?去?2022-現在分化時代，各突圍1.02.03.0全球TWS出貨量*印度市場例外，Boat等本品牌依舊兇猛。?21?299.8?million?14%?PART1?PART1?顏值眾籌$275萬 TWS累計眾籌$10 Million+AI交互眾籌$284萬1.0?去?安克旗下眾籌$280 萬?去?crazybaby?zolo?pamu?尼?

2、去?TWS 業勢能圖蠻荒 1.0奔 2.0分化 3.00%50%100%150%200%0100200300400201720182019202020212022銷量增率?去?1.0?2.0?3.0*?Statista?CounterpointPART1?2.0?去?TWS 業勢能圖蠻荒 1.0奔 2.0分化 3.0*?Statista?Counterpoint0%50%100%150%200%0100200300400201720182019202020212022銷量增率?去?1.0?2.0?3.02019?TWS?去?PART1?3.0?去?TWS 業勢能圖蠻荒 1.0奔 2.0分化 3

3、.0*?Statista?Counterpoint0%50%100%150%200%0100200300400201720182019202020212022銷量增率?去?1.0?2.0?3.0?1.0?3.0?3.0?2.0?3.0?Bose 推開放式TWS個細分類正式開啟Olive 助聽眾籌獲百萬美?PART2?品牌頻商緊隨其后機商引領市場?TWS?AI?務?務?Skullcandy?Jlab?TWS?TWS?TWS?PART2?天貓TWS銷售額TOP100各派系排榜（2022年9）頻22%機31%電商47%注：分類定義：機商發布TWS為機派系，天貓電商品牌及集合旗艦店為電商派系，主營業務

4、為頻的商為頻派。?百元價位極致性價出設計與推?代表性價代表領先性代表差異性?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 新鮮感Creative?去?2021?1?Bose?Sport?Open?Earbuds?OpenAudio?AirPods?Bose?去?務?國內戰場海外戰場?bose?oladance?bos

5、e?21?kickstarter?40?千?PART3?Cleer?2022?arc?9-12?5000?*?CEO?HHO?22?GPODS?12?去?務?*?*?PART3?530,000Nothing?21?Sweet?iMac?G3?3?#?imac?PART3?wow?imac?nothing?Nothing?99?2499?*天貓銷36*?GN?Q3?2022Jabra?OTC?lively?Lively?4000?ProPART3?+?+APP?4?2.0?去?TWS?歷?3.0?去?cyberblade?2k+?PS5?Switch?593?130?路擁擠附錄：時來天地皆同，運去英雄不由專業深耕Olive?去?17?22?去?max?olive?設計優勢?去?發展趨勢競爭格局產品策略?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?蠻?IBM?銳?愿?Hover 2全球款旋轉雙機OXS Thunder全球款7.1.2杜游戲響Oleap Pilot開放式通話機領導者?