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Competition in the true wireless (TWS) Bluetooth headset chip market is fierce. Although subsequent shipments are expected to continue to grow, the price war has caused component suppliers to face tighter gross margins.
Industry insiders estimate that after excluding the highest and lowest-end products, the price of main control chips in the middle price range may drop from the current price of about US$1.4 to US$1.6 to US$1 to US$1.2 per chip.
Among the components, the industry pointed out that the largest TWS Bluetooth headset chip manufacturer in the non-Apple camp should be Zhuhai Jie Li from China, which focuses on the white-label low-price market. Other well-known companies include Qualcomm, Realtek, Pixar, and Hengxuan from China.
Currently, the low-priced TWS Bluetooth headset chip can even be less than US$0.3 per chip, and the middle price range is about US$1.4 to US$1.6.
However, under market competition, the middle price range may move to US$1 to US$1.2 next year.
Among them, Realtek and Airoha were the first Taiwanese companies to ship TWS Bluetooth headset main control chips, and Pixar later joined the battle.
Realtek's first-generation TWS Bluetooth headset chip shipments began to increase gradually at the end of last year. After customers pulled shipments for three consecutive quarters, the momentum in the third quarter was relatively slow, but the company is still optimistic about the future market.
It is understood that the company has launched the second-generation chip products, which have been shipped since the second half of the third quarter, and the related shipment momentum is expected to be better this quarter.
In addition, it is understood that the third-generation TWS Bluetooth headset chip products developed by Realtek have added active noise reduction (ANC) function, and the average unit price is expected to increase as a result. The company is also actively seeking client introduction and may go into mass production early next year.
As for Pixar, it started shipping TWS Bluetooth headset chips in small quantities in the first quarter of this year, and continued to ship in large quantities in the second quarter.
Pixar has not yet disclosed the relevant shipment status in the third quarter, but the outside world expects that since its customers' products are already sold on the market, there is a chance that the momentum of pulling in goods will continue in the future.
TWS Bluetooth headset chips account for less than 10% of Yuanxiang's performance in the first three quarters. Analysts expect that depending on the shipment situation in the fourth quarter, the proportion of full-year performance should be at least a high single-digit percentage. If the shipment performance this quarter is amazing, it is not ruled out that it can challenge the 10% share.
As for Yutai, its TWS Bluetooth headset applications were originally supplied with analog products, but from the third quarter, it began to ship related digital products to the new TWS products of well-known mobile phone brands in mainland China. The higher gross profit margin has brought benefits to performance, and there is a chance that shipments will be even larger next year.
In addition to the main control chip, TWS headphones are also composed of storage chips, circuit boards, voice sensors, speakers, microphones, MEMS, power ICs, and batteries.
The main FPC suppliers are Pengding, Yaohua, etc.;
VCSEL is mainly controlled by Hualijie;
ODM and acoustic component suppliers are controlled by Luxshare Precision, Goertek, Goertek, Fenda Technology, Yingtong Communications, etc.
The above-mentioned manufacturers have a dominant advantage in the current market competition in terms of technology, production capacity, customer resources, etc., and are far ahead of second- and third-tier companies.
MCU manufacturer Holtek supplies charging box applications for TWS Bluetooth headsets. After Huawei and Xiaomi, two major benchmark customers, Holtek has recently won an order from a third major Chinese brand manufacturer. It is expected to cooperate with new customers to seize the business opportunities during the Double 11 peak season.
Legal analysts estimate that Holtek's MCU shipments for TWS Bluetooth headset applications will reach 5 million this year, and there is a chance for further growth next year.
*Disclaimer: This article is originally written by the author. The content of the article is the author's personal opinion. Semiconductor Industry Observer reprints it only to convey a different point of view. It does not mean that Semiconductor Industry Observer agrees or supports this point of view. If you have any objections, please contact Semiconductor Industry Observer.
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