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解读 TWS 成长空间,探寻核芯动力

2020-05-15 09:42 信达证券
关键词:TWS智能耳机

大牛时代平台DAODU:ZAI TWS ERJIKUAISUZENGZHANGDEDANGXIA,CHULEZHUKONGDELANYAXINPIANWAI,QITAGEGEHUANJIEYIZHIDEGUANZHU。

随着 TWS 耳机逐步为用户所认可,出货量不断加速提升,2016 年-2019年 TWS 耳机出货量分别为 918 万、2000 万、4600万和 1.29 亿部。虽有疫情影响,但行业对 2020 年仍保持乐观,预计全年出货 2.1-2.2 亿部。就品牌竞争格局来看,AirPods 在 2019 年 Q4 仍保持了 41%的市占率。虽然非 A 系市占率达到了 59%,但竞争格局较为分散,如小米 2019 年 Q4 出货量位居第二,但市占率仅为 8%。

大牛时代平台DANGQIAN TWS ERJIJINGZHENGGEJUYUDANGNIANDESHANZHAIJIQUNXIONGBINGQISHIQIPOWEIXIANGSI,RUTONGZHINENGJIFENGKOUZHONGDANSHENGDEGAOTONG、MTK,WOMENRENWEIYI TWS ERJICHANYEFAZHANWEIQIJI,WEILAI IoT CHANYEZHONGYEJIANGDANSHENGTONGYANGJIBIEDEXINPIANJUTOU。SHICHANGKONGJIANFANGMIAN,MUQIANPINGGUOZHENYING TWS ERJISHENTOULVYIDA 11%,WOMENYUJI 2020NIANMODA 20%;ERANZHUOZHENYINGDE TWS ERJISHENTOULVJINYOU 2%,NIANMOSHENTOULVJIANGZENGZHI 5%,HOUXURENGYOUGUANGKUODECHENGZHANGKONGJIAN。

BENPIANJIANGWEIDAJIAFENXIANGXINDAZHENGQUANDEBAOGAO《JIEDU TWS CHENGZHANGKONGJIAN,TANXUNHEXINDONGLI》,GONGCANKAOXUEXI。

1、AirPods 引领行业,TWS 耳机成为可穿戴新贵

2、长线发展空间广阔,硬件升级+生态建设双护航

3、从主控芯片技术发展趋势,看未来竞争格局

4、不仅是蓝牙,TWS 背后的产业链分析

1、AirPods 引领行业,TWS 耳机成为可穿戴新贵

大牛时代平台1、AirPods HENGKONGCHUSHI,QUANXINDINGYI TWS ERJITWS WEI True Wireless Stereo DESUOXIE,YIWEIZHENWUXIANLITISHENG。CHUANTONGDEWUXIANLANYAERJIYOUTOUDAISHI、GUABOSHIDENG,LIANGGEYANGSHENGQIZHIJIANDOUYOUXIANCAIHUOTOULIANGLIANJIE,TIJIJIAODA,XIEDAIBUBIAN,ER TWS ZHENWUXIANLANYAERJIZESHIZHENZHENGZUODAOLE“WUXIAN”。ZAOZAI 2015 NIAN,RIBENANQIAOGONGSIBIANYIZAI IFA ZHANSHANGTUICHUJUYOULIANGGEDULIERSAI、ZHONGJIANWURENHEXIANCAILIANJIEDEZHENWUXIANLANYAERJI,DANDANGSHIBINGWEIYINQIGUANGFANGUANZHU。ZHUYAOYUANYINZAIYUQILIANJIE、XUHANGJIYINZHIBIAOXIANJUNBUJIA。

大牛时代平台2016 NIAN 9 YUE 8 RI,PINGGUOGONGSIYUQIUJIXINPINFABUHUISHANGFABULE AirPods,SHIDE TWS ERJIZHENZHENGYIYISHANGJINRUGONGZHONGSHIYE。TONGSHI,PINGGUOZAIDANGJIEFABUHUISHANGHAIFABULESHOUKUANMEIYOU 3.5mm ERJIKONGDEZHINENGJI iPhone 7。ZHEILIANGKUANCHANPINJUNSHIDUIGUOWANGXIAOFEIDIANZICHANPINXINGTAIDEJUDAGEXIN,YINLINGLEHOULAIDECHANPINXINGTAICHUANGXIN。

2、PINGGUOGONGSICHIXUYINLING,FEI A XIGONGSIKUAISUGENJINAirPodsZUOWEIPINGGUOGONGSI 2016 NIANDEYAZHOUCHANPIN,ZIFABUHOUJINYONGSHIYIGEYUEJIUYI 26%DESHIZHANLVCHENGWEIMEIGUOXIAOLIANGZUIGAODEERJI。CIWAI,AirPodsHAIDAIDONGLEWUXIANERJIDEXIAOSHOURECHAO,GENJU Slice intelligence SHUJU,2016 NIANDI,MEIGUODIANSHANGERJISHICHANGZHONGWUXIANERJIZHANBIDAFUTISHENGZHI 75%,XIANXIANCHUDUICHUANTONGERJIDEQIANGJINGTIDAIQUSHI。

大牛时代平台AirPods FABUQIANHOUMEIGUOERJISHICHANGJINGZHENGGEJU

15-16NIANMEIGUODIANSHANGERJIXIAOSHOUJIEGOU

2019 NIAN 3 YUEHE 10 YUE,PINGGUOYOUXIANGJITUICHULE AirPods2 HE AirPods Pro。LIANGKUANCHANPINDOUDAZAILEXINYIDAI H1 ZHUKONGXINPIAN。QIZHONG AirPods 2GENGXINLEYUYINKONGZHIHEWUXIANCHONGDIANGONGNENG。AirPods Pro YINRULE SiP FENGZHUANG,JINYIBUTIGAOLENEIBUYUANQIJIANJICHENGDU,LIYONGJIESHENGCHUDEKONGJIAN,JIARUGENGDUODECHUANGANQIHEXINPIAN,SHIXIANLEZHUDONGJIANGZAOGONGNENG,BINGQIESUOXIAOLEERJIZHENGTICHICUN,ZENGJIALEQIBIANXIEXING,AirPods Pro HAITONGGUOJIEGOUGAIJINSHIXIANLE IPX4 JIBIEDEKANGHANFANGSHUI。YIXILIEZENGZHIGONGNENGDEYINRUSHI AirPods XILIECHANPINMAIXIANGGAODUANERJIDEZHONGYAOYIBU,CIWAI,PINGGUOYIYOUWANGYU 2020NIANNEIFABUQUANXINDETOUDAISHI AirPods JIRUMENKUAN AirPods。BIAO 1:AirPods XILIECHANPINDUIBI。

BAITUOLECHUANTONGERJIWULILIANJIEDESHUFU,AirPods ZHANXIANLEYOUXIANERJIHECHUANTONGLANYAERJINANYIBINIDEBIANJIESHUSHI。SHICHANGYEZHENGMINGLEZHEIKUANCHANPINDECHENGGONG,PINGGUOGONGSIZAICHUANTONGSHOUJIYEWUXIAOLIANGBIAOXIANPIRUANDEQINGKUANGXIASHIXIANLEKECHUANDAISHEBEIYINGSHOUDEGAOSUZENGZHANG,2020 NIANDIYIJIDUKECHUANDAISHEBEIYINGSHOUDAZONGYINGSHOUDE 10.9%,TONGBIZENGZHANG36.9%,CHENGWEIGONGSICHENGZHANGDEZHUYAOQUDONGLI。

PINGGUOGONGSI 2017-2021Q3 GEJIDUYINGYESHOURUYUKECHUANDAISHEBEISHOURU

(DANWEI:BAIWANMEIYUAN)

AirPodsWEIYENEICHANGSHANGZHANXIANLE TWS ERJIDEJUDAFAZHANJIYU。WOMENZAICITONGJILE 2017-2020 NIANJIAN,GEZHULIUPINPAICHANGSHANGDE TWS ERJICHANPIN。KEJIANYENEIGONGSIJUNZAIJIJIBUJU TWS ERJISHICHANG,XINPINFABUBUDUANJIASU,CHENGXIANBAIHUAQIFANGDETAISHI。

(1)手机厂商:大牛时代平台华为、小米等手机品牌注重与自家智能手机等产品的适配,以 TWS 耳机作为自家语音助手交互入口,优化多场景应用将 TWS 耳机融入自家智能产品生态圈;

(2)传统音频厂商:森海塞尔、铁三角等传统高端音频厂商则在其 TWS 耳机产品上发扬一贯的音质优势,支持高清音频编码;

(3)互联网公司:大牛时代平台爱奇艺、网易云等互联网公司则依靠与自家互联网产品的联动推出耳机硬件。

大牛时代平台ZHULIUPINPAICHANGSHANG TWS ERJICHANPINYILAN

大牛时代平台TONGSHITONGGUOSHANGBIAOTONGJIKEJIAN,CHUPINGGUOWAI,QITA TWS ERJICHANGPAIZI 2018 XIABANNIANQIJINRUXINPINBAOFAQI。NEIMEWEIHE 2018 NIANZHIQIANSHAOYOUFEIPINGGUO TWS ERJIMIANSHINI?

WOMENRENWEI,TWS ERJIXUYAOBAYUANYOUDEXINHAOJIESHOUMOKUAI、JIEMAFANGDAMOKUAI、TONGXUNMOKUAIYIJIDIANCHIDENGLINGBUJIANQUANBUZHUANGJINMUZHIDAXIAODESHEBEIZHONG,HAIYAOBAOZHENGLIANJIEXINGHEYIDINGDEYINZHIXIAOGUO,JUYOUTIJIXIAO、JICHENGDUGAO、JISHUNANDUGAODENGTEDIAN。XIANGBIQITACHANGSHANG,PINGGUOGONGSIZAOZAISHUNIANQIANJIUYITIQIANBUJU TWS ERJILINGYU,BINGCHIXUTOURUYANFA。TONGGUOCHAYUEMEIGUOSHANGBIAOZHUANLIJUWANGZHAN,KEJIANPINGGUOGONGSIZAI 2010 NIANQIJIUZAIBUDUANSHENQINGWUXIANLANYAERJIZHUANLI,BINGZAI 2015 NIAN 10 YUEZHUCELE AirPods PINPAISHANGBIAO。

PINGGUOGONGSIDUI TWS ERJIDETIQIANBUJU,WEI AirPods YINGDEXIANJI。ERFEI A XIGONGSIKANDAOLESHANGJIHOU,YEJIJIBUJU,DANSHOUZHIYUJISHUJILEIBUZU,ZAOQICHANPINSHICHANGBIAOXIANBUJIA。2018 NIANQIAN,SHICHANGSHANG TWS ERJICHANPINQUZHIKESHU,QIEJIAGEANGGUI,SHOUFAJIAGEDOUZAIQIANYUANYISHANG,BUFENCHANPINCHAOGUOLIANGQIANYUAN。TONGSHISHOUJISHUXIANZHI,DABUFENFEI A XI TWS ERJISHOUXIANYULANYACHUANSHUFANGANBUCHENGSHU,CUNZAIPINFANDUANLIAN、GAOYANCHIDELIANJIEWENTI,BINGQIEXUHANGJIAODUAN、ZUOYOUERHAODIANBUJUN,ZHEIXIEWENTIYEDAOZHIYONGHUTIYANQIANJIA。

RANERSUIZHE TWS ERJIJISHUDEBUDUANCHENGSHU,SHIMIANSHANGFEI A XI TWS ERJICHANPINDELIANJIEXINGNENGDAWEIGAISHAN,XUHANGCHIXUTISHENG,JIAGEZHUJIANXIACHEN。WEITWS ERJIDEBAOFADIANDINGLEJICHU。WOMENDUI TWS ERJIDEFASHOUJIEZOUZUOJINYIBUFENXIKEJIAN,2018 NIANXIABANNIANZHIHOU,FEIPINGGUO TWS ERJIDALIANGFASHOU,QIEJIAGEDADUOZAI 1000 YUANYIXIA。TONGSHIJIANDUANNEI,XUHANGSHIJIANCHAOGUO 6 XIAOSHIDECHANPINKAISHICHUXIAN,BUFENCHANPINXUHANGSHIJIANGAODABA、JIUXIAOSHI。

大牛时代平台JINRU 2019 NIAN,XINFASHOUCHANPINDEXUHANGSHIJIANJIUZAIWUDIYUSANXIAOSHI。PEIHECHONGDIANHESHIYONGSHIJIAN,DABUFEN TWS ERJISHIYONGSHIZHANGKECHAOGUO 20 XIAOSHI,SHENZHIYOUCHANPINCHAOGUO 60 XIAOSHI。CIWAI,JINQIFASHOUDEXINKUAN TWS ERJIZHONG,ZHUDONGJIANGZAO、FANGSHUI、FANGHANDENGGONGNENGYEKAISHIZHUJIANPUJI,DAFUTISHENGLECHANPINDEYONGHUTIYAN。

2016-2019 NIANZHULIU TWS ERJICHANPINSHOUJIA(DANWEI:YUAN)

2、长线发展空间广阔,硬件升级+生态建设双护航

1、出货量快速爬升,2020 年持续增长

大牛时代平台SUIZHEXINGNENGDEGAISHAN,YONGHUTIYANDETISHENG,TWS ERJIYUELAIYUEDUODEWEIYONGHUSUORENKE,CHUHUOLIANGBUDUANJIASU,CHENGXIANBAOFASHIZENGZHANG。JU CounterpointTONGJI,2016 NIANQUANQIU TWS ERJICHUHUOLIANGWEI 918 WANBU,ZHUYAOYOUCHUDAI AirPods GONGXIAN;HOUXUBANSUIZHE AirPods XINPINDIEDAIJIFEI A GONGSIQIERUSHICHANG,TWS ERJIDECHUHUOLIANGZENGFUBUDUANKUODA,2017-2019 NIANCHUHUOLIANGFENBIEWEI 2000 WAN、4600 WAN、1.29 YIBU,DUIYING YOY FENBIEWEI 118%, 130%HE 179%。LIANXUSANNIANSHIXIANYIBEIYISHANGDEQIANGJINGZENGZHANG。JIUJIDUSHUJULAIKAN,2019 NIAN Q1-Q4 TWS ERJICHUHUOLIANGFENBIEWEI 1750 WAN、2700WAN、3300 WANHE 5100 WANBU,CHENGZHUJIJIASUTAISHI。

大牛时代平台2016-2020 NIANQUANQIU TWS ERJICHUHUOLIANG(DANWEI:BAIWANBU)

ZHANWANG 2020 NIAN,SUIYOUYIQINGYINGXIANG,DANWOMENDUI TWS ERJISHICHANGRENGBAOCHILEGUAN,ZHUYAOYUANYINRUXIA:

(1)供给端:大牛时代平台亚马逊,谷歌和微软等技术巨头有望进入真无线可听设备行业,通过平台化战略推动行业标准化;而三星,小米和华为等现有的智能手机巨头也将继续拓展业务,开发 TWS 耳机新品。

(2)需求端:大牛时代平台2016、2017 年购买第一代产品即将淘汰,消费者的更新换代需求将飙升,迎来第一阵换机潮。

(3)技术面:LE Audio 低功耗音频技术标准发布,多重串流音频(Multi-Stream Audio)将允许智能手机等单一音频源设备向多个音频接收设备间同步进行多重且独立的音频串流传输。这意味着蓝牙连接将从根本上支持低延迟的双耳同传,彻底解决了低延迟连接方案的技术难题。

大牛时代平台ZAISHANGSHUYINSUDETUIDONGXIA,KEYIYUJIAN TWS ERJISHICHANGGUIMORENGJIANGBAOCHIWENBUZENGZHANG,WOMENYUJI 2020 NIAN TWS ERJICHUHUOLIANGJIANGDADAO 2.1-2.2YIBU,5 NIANPINGJUNNIANFUHEZENGZHANGLVYUE 120%。

2、众多厂商入局,先发玩家崭露头角

JIUPINPAIJINGZHENGGEJULAIKAN,PINGGUOSHULILE TWS ERJIJIAWEIDUANJIXINGNENGDEBIAOGAN,ANZHUOXIPINPAIYEZAIKUAISUKUOZHANGZHONG。JU Counterpoint TONGJI,2019NIANQUANNIAN TWS ERJICHUHUOLIANGQIANSANMINGFENBIESHIPINGGUO,XIAOMIHESANXING,ZHANBIFENBIEWEI 47.1%,6.1%HE 5.8%。

JIDUSHUJUFANGMIAN,2019 NIAN Q1-Q4,QUANQIU TWS ERJICHUHUOLIANGFENBIEWEI 1750 WAN、2700 WAN、3300 WANJI 5100 WANBU,QIZHONG AirPods XILIEZHANBIFENBIEWEI 60%、53%、45%JI 41%。AirPods Pro DETUICHUHOUDASHOUHUANYING,GONGBUYINGQIU,TUIDONGXIAOLIANGWENBUZENGZHANG。ERANZHUOZHENYINGDEXINGJIABIYOUSHITUXIAN,DANGEJUJIAOWEIFENSAN。YIXIAOMIWEIDAIBIAO,GONGSICHANPINZHUDA LHDC LANYAJIEMAGAOQINGYINZHI,ZAIJIAZHI 368 YUANDEQINMINDINGJIA,YIJINGTUICHUXIAOLIANGXUNSUZENGZHANG。MUQIANGONGSISHIZHANLVWEIJUQUANQIUDIER,2019 NIAN Q4 ZHANBIWEI 8.0%,DANXIANGJIAOPINGGUORENGYOUJIAODACHAJU。

DANGXIA TWS ERJIDEGEJUYUDANGNIANSHANZHAIJIQUNXIONGBINGQIZHISHIPOWEILEISI,DANGNIANSHANZHAIJISHIDAICHENGJIULE MTK DEBAQUAN,RUJIN,SUIZHEHENGXUAN、LUODA、RUIYUDENGXINPIANCHANGSHANGDESHUANGERCHUANSHUFANGANLUODI,2019 NIANXIABANNIAN TWS ERJIDEJINGPENZHISHIBUXUNDANGNIANSHANZHAIJIDEHUIHUANG。DIXIANSHICHANG、QUDAOXIACHEN,SHIZAOQIPINGGUOGAODUANYONGHULVXIANSHIYONGDE TWS ERJIZOUJINLEGENGDUOPUTONGXIAOFEIZHE,DAKAILEGENGDADESHICHANGXUQIU。WOMENRENWEI,YI TWS ERJICHANYEFAZHANWEIQIJI,WEILAI IOT CHANYEZHONGYEJIANGDANSHENGCHUZHINENGJICHANYEGAOTONG,MTK JIBIEDEXINPIANJUWUBA。

3、安卓阵营 TWS 渗透率仅有 2%,成长空间可观

CONGSHICHANGKONGJIANLAIKAN,WOMENYUJI 2020 NIANNEI,QUANQIU iPhone CUNLIANGJIANGCHAO 10 YI。ER AirPods 2017-2019 NIANZONGCHUHUOLIANGYUE 1 YI 1 QIANWANBU。SUOYIMUQIAN AirPods DECHANPINSHENTOULVYUEWEI 11%。

大牛时代平台TONGSHIJUAILIXINTONGJI,DANGQIANQUANQIUSHICHANGGONGYOU 56 YIZHINENGJIQIANYUEYONGHU,CHUQU iPhone WAIANZHUOSHOUJIZONGZHUANGJILIANGYUEWEI 46 YIBU。FEI A GONGSIDETWS ERJI 2017-2019 NIANZONGCHUHUOLIANGYUE 9000 WANBU,SUOYIMUQIANANZHUOJIDESHENTOULVYUEWEI 2%。XIANGBIZHIXIA,ANZHUOSHICHANGDEYONGHUJISHUGENGDA,TWS ERJIYEYOUGENGGUANGKUODECHENGZHANGKONGJIAN。

AILIXINTONGJI2019NIANQUANQIUGONGYOU56YIZHINENGJIQIANYUEYONGHU

ZHANWANG 2020 NIAN,SUIRANYIQINGHUIYIDINGCHENGDUYINGXIANGSHICHANGXIAOFEILI,DANYI AirPods WEIDAIBIAODE TWS ERJIRENGJIANGCHIXUFANGLIANG,WOMENYUJI AirPodsQUANNIANCHUHUOLIANGZAI 0.9-1 YIBUZHIJIAN,ZAIBUKAOLVERJIHUANXINDEQINGKUANGXIA,SHENTOULVTISHENGZHI 20%。ERFEI A XI TWS ERJIZONGCHUHUOLIANGYUJI 1.2 YI BU,DUIYINGXINZENGDEANZHUOZHINENGSHOUJIYUE 10%DESHENTOULV,ZONGTISHENTOULVDADAO 5%,RENGYOUKEGUANDESHICHANGKONGJIAN。

4、低端产品升级,旗舰厂商全价位布局,两极分化不再

大牛时代平台2019 NIAN TWS ERJIXINGYEBAOFASHIZENGZHANG,GECHANGSHANGFENFENTUICHUQIDAIBIAOXINGCHANPIN。HENGXIANGDUIBIKEJIAN,GEJIACHANPINZAIZHUKONGXINPIANXINGNENG、XUHANG、CHICUN、ZHONGLIANG、FANGSHUI、JIANGZAO、WUXIANCHONGDIANDENGXINGNENGGUIGESHANGJUNYOUYIDINGCHAYI。RUDINGWEIGAODUANSHICHANGDEPINGGUO、SUONI;DINGWEIZHONGDUANSHICHANGDEHUAWEI、SANXING;DINGWEIPINGJIASHICHANGZHUDAXINGJIABIDEXIAOMIDENG。

CONGJIAWEIDUANLAIKAN,TWS ERJIDEJIAGEFENBUCHENGLIANGJIHUATAISHI。QIZHONG 1000-2000 YUANSHIZHONGGAODUANPINPAIDEZHUZHANCHANG,2019 NIAN Q2 ZHONGGUO TWS ERJISHICHANGSHANG,GAIJIAWEIDUANYI 15%DEXIAOLIANGZHANJU 55%DEXIAOSHOUE。ER 200 YUANYIXIAJIAWEIDUANSHIBAIPAICHANPINDEZHENDI,SUIZHE TWS ERJISHICHANGFANGLIANGBAIPAICHANPINFAZHANXUNMENG,2019 NIAN Q2,GAIJIAWEIDUANCHANPINYI 63%DEXIAOLIANGZHANJU 19%DEXIAOSHOUE。

2018Q2-2019Q2 ZHONGGUO TWS ERJISHICHANGLINGSHOULIANG(DANWEI:QIANBU)

BUGUO,MUQIANBUSHAOBAIPAIGONGSICHANPINJINJUJICHUGONGNENG,SHIJISHANGDEYONGHUTIYANBUJIA。DANQIJIAGEDILIAN,KEZHULISHENTOULVTISHENG,PEIYANGYONGHUXIGUAN。ERYONGHUZAICHANGXIANZHIHOU,HAISHIHUIXIAOFEISHENGJI,XUANZEXINGNENGGENGHAO,ZENGZHIFUWUGENGQIQUANDECHANPIN。ZHONGDUOBAIPAICHANGSHANGRUYAOSUZAOKOUBEI,ZHANGYUANFAZHAN,HAIXUTISHENGCHANPINZHILIANG;FOUZEHUIBEIZONGHETIYANGENGHAODELONGTOUCHANGSHANGJIZHANSHICHANGFENE。ZHEIYIQUSHIXIASHICHANGJIZHONGDUHUICHIXUTISHENG,DIDUANCHANPINDEJUNJIAHUIZHUBUSHANGYI。

TONGSHI,SHICHANGSHANGYEYOULINGYIFAZHANQUSHI,JIQIJIANLONGTOUDEQUANJIAWEIDUANBUJU。2019 NIANNEI,QIANYUANYISHANGDE TWS ERJIYIJIUGONGXIANLEZHENGGESHICHANGGUOBANDEXIAOSHOUE,WOMENRENWEIZHEISHIYINWEI TWS ERJICHUQISHIZUOWEIQINGSHEXIAOFEIDIANZITUIXIANGSHICHANG,DINGWEIZHONGGAOXIAOFEIYONGHU。RANERSUIZHE TWS ERJISHICHANGDECHENGSHU,SHOUZHONGZHUJIANKUODA,CHANGSHANGXUYAOJINYIBUFUGAIGENGDUODEMUBIAOKEHU。YIPINGGUOGONGSIWEILI,GONGSIHUOJIANGTUICHURUMENKUAN AirPods,ZHUDONGXIATANJIAGE,BUJUZHONGDIJIAWEIDUAN。YINCI,DANGQIANDECHANPINJIAWEILIANGJIFENHUAGEJUJIANGZHUJIANSONGDONG,JIEYUERZHEZHIJIANDEZHONGJIANJIAWEIDUANYOUWANGCHENGWEISHICHANGDEZHUTI。

5、从硬件迈向生态,TWS 差异化的未来

GUOQUSHUNIANJIAN,PINGGUOCHIXUYINLING TWS ERJIDECHANPINCHUANGXIN,JIANGZAO、FANGSHUI、YUYINKONGZHIDENGGONGNENGJUNSHIPINGGUOGONGSISHOUCHUANG。DANSUIZHEGONGYINGLIANGONGYIDEWAN SHANCHENGSHU,GE TWS ERJIPINPAIZHENGKUAISUGENJIN,CHANPINSHENTOULVTISHENGDETONGSHI,JISHUYEZAICHIXUXIACHEN。WOMENYUJI,WEILAISHICHANGJIANGQUYUCHENGSHU,JIANGZAO、FANGSHUI、YUYINKONGZHIDENGZENGZHIGONGNENGYEHUIGUANGFANPUJI,ZHULIUCHANPINDOUNENGSHIXIANJIAOHAODELIANJIEHEXUHANGBIAOXIAN。TWS ERJIJIANGZAIYINGJIANGONGNENGSHANGQUYUTONGZHIHUA,GEPINPAIJIANGTONGGUONEIRONGHERUANJIANDEKAIFAJINXINGCHAYIHUAJINGZHENG。

ZAIZHEIYIQUSHIXIA,WOMENGENGWEIKANHAO HMOV DENGLONGTOUSHOUJIPINPAIDE TWS ERJIFAZHAN。MUQIAN TWS ERJISHICHANGQUNXIONGBINGQI,ZHONGDUOXIAOCHANGBAIHUAQIFANG,DANWEILAIHAISHIHUIXIANGYONGYOUGUANGDASHOUJIYONGHUQUNDESHOUJIPINPAILONGTOUJUJI。YOUYUGESHOUJIPINPAIYONGYOUNEIRONGJIRUANJIANKAIFADEYOUSHI,KEYIYUZIJIAZHINENGSHOUJIXINGCHENGSHENGTAI。SHOUJIPINPAITONGGUOSHENDUKAIFA,YUYINZHUSHOU,JIAOHUSHEJIJIANKANGJIANCEDENGRUANJIANNEIRONG,JIANGWEIERJIYONGHUDAILAILIANGHAOTIYAN。

3、从主控芯片技术发展趋势,看未来竞争格局

大牛时代平台LIANJIEFANGSHISHI TWS QUBIEYUCHUANTONGYOUXIANERJIDEBENZHIQUBIESUOZAI,ERLANYAZHUKONGXINPIANZESHIQIMUHOUYINGXIONG。JINNIANLAI,BANSUIZHELANYAJISHUDEYANJIN,LIANJIEFANGANDECHUANGXINYIJIGONGHAO、CHENGBENDEGAISHAN,ZHUKONGXINPIANLINGYUYONGXIANCHULEZHUDUOMINGXINGQIYE。RUHENGXUAN、JIELI、LUODADENG。XIANGJIAO TWS ERJIPINPAISHANG,XINPIANCHANGSHANGGENGYOULONGTOUJIZHONGQUSHI。WEILAIBANSUIZHEJIANGZAOJI LE Audio DENGGONGNENGDEPUJI,HENGXUANDENGCHANGSHANGDEXIANFAYOUSHIJIANGGENGWEIMINGXIAN。

NEIME,WOMENZAIBENZHANGZHONGJIANGZHUYIJIESHAOZHUKONGXINPIANDEJISHUQUSHI,LIANJIEFANGANJIJINGZHENGGEJU。

1、蓝牙技术更迭,优化 TWS 耳机用户体验

大牛时代平台ZAOZAI 2016 NIAN,LANYAJISHULIANMENG(Special Interest Group,SIG)JIUZHENGSHITUICHULEDIWUDAILANYAJISHU,LANYA 5.0 BIAOZHUNBILANYA 4.2 BIAOZHUNBUJINZAITONGXINSUDUSHANGTISHENGLE 2 BEI,TONGXINJULIKUODALE 4 BEI,TONGXINRONGLIANGZENGDALE 8 BEI,HAIYOUHUALE IoT WULIANWANGDICENGGONGNENG。ZHEIWEIWULIANWANGWUXIANTONGXINTIGONGLEYIGEDIGONGHAOGAOXIAOLVDEJIEJUEFANGAN。ERZHICHILANYA 5.0 JISHUDEXINPIANDETUICHU,YOULIYUJIEJUE TWS ERJIGUANJIANDEYANCHI、WENDINGXING、GONGHAODENGWENTI,LANYA 5.0 BIAOZHUNYINGYONGZAI TWS ERJISHANGXIANGBIYUQIANDAIYOUZHUDUOYOUSHI:

(1)更高带宽:相比于此前的蓝牙 4.2,蓝牙 5.0 的带宽从 1Mbps 提高到了 2Mbps,实际传输速度为蓝牙 4.2 的 1.7 倍,这大大缩短了耳机与手机终端间和主副耳机间同步的响应速度,使得 TWS 耳机的延迟问题得到较好的解决。

(2)更大功率:大牛时代平台蓝牙 5.0 的发射功率由 10dBM 升级到了 20dBM,这减少了在拥挤的 2.4Ghz 频段无线设备间的干扰。同时SIG 还表示蓝牙 5.0 将会更有效的规避密集空间内出现的信号阻塞,使得即使在信号复杂的公共区域内也能保持连接的稳定。

(3)更低功耗:大牛时代平台在更大的数据吞吐量以及更稳定的信号下,TWS 耳机借助蓝牙 5.0 技术实现了功耗控制的提升,让耳机厂商们得以给 TWS 耳机加入更多诸如降噪、语音助手等功能以及配臵,在保证理想的续航以及可靠的稳定性下,使得 TWS 耳机拥有良好的使用体验。

大牛时代平台ZAILANYA 5.0 DEJICHUSHANG,2019 NIAN 1 YUE 29 RI,LANYAJISHULIANMENGZHENGSHIGONGBULELANYA 5.1 BIAOZHUN,XINBIAOZHUNKEYITIGAOSHINEIDINGWEIDEJINGQUEDU,WUXUwifi FUZHUJIKEYISHIXIANJINGDUJIEJINLIMIJIBIEDEDINGWEIGONGNENG,YOULIYU TWS ERJIDENGKECHUANDAISHEBEIDEDIUSHIZHAOHUI。CIWAI,LANYA 5.1 BIAOZHUNHAIYOUHUALE GATT(TONGYONGSHUXINGPEIGEWENJIAN),YITIGAOPEIDUIHETONGXINSUDU,YOUHUALELIANJIETIYAN。RUGUOSHUOLANYA 5.0 XIANGBI 4.2 BIAOZHUNSHIFEIYUESHIJINBU,NEIME5.1 ZESHIZAI 5.0 BIAOZHUNJICHUSHANGDEGAILIANG,JINYIBUYOUHUALE TWS ERJIDEWUXIANSHIYONGTIYAN。

大牛时代平台BUTONGBANBENLANYAXIEYIDESHIJICHUANSHUSUDU

2、详解各芯片厂商连接方案,三大阵营各有特色

LIANJIEFANGSHISHI TWS ERJIYUCHUANTONGLANYAERJIDEBENZHIQUBIE,QIHEXINYAODIANZAIYUDIYANSHIHEWENDINGXING。CHUANTONGDELANYALIANJIEFANGANZHINENGSHIXIANZHONGDUANYUYIGEYINPINSHEBEIDELIANJIE,YINCICHUANTONGWUXIANERJIDOUSHITOUDAISHIHUOGUABOSHI,ZUOYOUYANGSHENGQIZHIJIANYOUXIANLIANJIE,YOUDANZHUKONGXINPIANJIESHOUYINPINXINHAOHOUFENPEIJIZUOYOUYANGSHENGQI。

RANER TWS ERJIQUXIAOLEXIANCAIDESHUFU,SUOYIXINPIANCHANGSHANGXUYAOLINGPIXIJING,ZHAOXUNYINPINLIANJIEFANGAN。ZAILEAudio WEITUICHUZHIQIAN,LANYAYINPINZHINENGSHIXIANYIDUIYILIANJIE。WEIJIEJUEZHEIYIWENTI,TWS XINPIANCHANGSHANGYANFALEGEZHONGJISHUSHOUDUANBAOZHENGSHOUJIFACHUDEYINPINXINHAONENGTONGSHICHUANJILIANGZHIERJI。MUQIANSHIMIANSHANGZHULIUDEJIEJUEFANGANKEFENWEIJIANTINGLEI、ZHUANFALEIHESHUANGCHUANLEISANZHONG。

(1)监听类方案(苹果 Snoop,络达 MCSync)

大牛时代平台JIANTING(Snoop)FANGANZHUYAOYOUPINGGUOCAIYONG,GONGSIZI AirPods YIDAIKAISHIJIUCAIYONGLEZIYANDEJIANTINGFANGAN,A ERJIYUSHOUJIZHONGDUANLIANJIEHOUJIANGMIYAOFAJI B ERJI,B ERJITONGGUOMIYAOJIANTINGSHOUJIYINPINXINHAO。ER AB LIANGERJIZHONGDOUYOUJUYOUWANZHENGGONGNENGDEZHUKONGXINPIAN,YINCIDOUKEYIZUOWEIZHUERJIGONGZUO,ZAIDANERSHIYONGSHIZHUCONGERJIYENENGSHIXIANWUFENGQIEHUAN。

大牛时代平台PINGGUODEJIANTING(snoop)FANGANLIANJIEFANGSHIYANCHIDI,LIANJIEWENDING,QIESHOUJIZHIXUFACHUYIGEYINPINXINHAO,WUXUSHOUJIZHONGDUANYINGJIANHERUANJIANDEZHICHI,ZAIBUTONGPINGTAIZHIJIANDEJIANRONGXINGHENHAO,PEIDUIBUTONGDESHOUJIDOUYOUJIAOHAODELIANJIEBIAOXIAN。

(2)转发类方案(传统转发,恒玄 LBRT)

ZAOQIFEIPINGGUOZHENYINGDE TWS FANGANWEIZHUANFAMOSHI,JISHOUJIFACHUYILUSHUANGSHENGDAODEYINPINXINHAO,YOUZHUERJIJIESHOUHOUZAIJIANGXINHAOZHUANFAJIFUERJI。GAIFANG ANCAIYONGLE 2.4GHz LANYAXINHAOLAICHUANSONGYINPIN,DAN 2.4GHz PINDUANRONGYIBEIRENTIXISHOU,DAOZHICHUANTOUXINGCHA,BINGQIERONGYISHOUDAO WiFi JIQITALANYAXIN HAODEGANRAO。TONGSHIYOUYUXUYAOERCIZHUANFA,YINPINBOFANGCUNZAIJIAODADEYANCHI,YINHUABUTONGBUXIANXIANGMINGXIAN。CIWAI,YOUYUZHUERJICHENGDANZHUANFAXINHAODEZUO YONG,GONGHAOGENGDA,ZHUFUERJIHAODIANBUJUNYEYINGXIANGYONGHUTIYAN。

WEILEJIEJUECHUANTONGZHUANFAMOSHIDEYANCHIWENTI,GUONEI TWS ERJIXINPIANLONGTOUCHANGSHANGHENGXUANYU 2018 NIANTUICHULEDIPINZHUANFAJISHU(Low Band Retransmission,JIANCHENG LBRT)DE BES2300 XILIEXINPIAN,SHOUJIJIANGYIGESHUANGSHENGDAODE 2.4GHz LANYAYINPINXINHAOFASONGJIZHUERJI,ZHUERJIZE TONGGUOCIGANYINGXIANQUANXIANGFUERJIFASONGYIGEDIPINCIGANYINGZHUANFAXINHAO。CHUANTONGDEZHUANFAMOSHIYANCHIGAO,CHUANTOULICHA,ERHENGXUANZHUDADEDIPINCIGANYINGXINHAO CHUANTOUXINGHAO,XIANGYINGKUAI,BUYISHOUDAOQITA 2.4GHz XINHAOGANRAO,YINCIYANCHIJIAODI,NENGBIMIANYINZHISUNHAO。HENGXUANDE LBRT ZHUANFAFANGANKEDAFUJIANGDI GONGHAO,BINGQIEKEYIWAIJIEGEZHONGCHUANGANQIHECUNCHUQI,BUGUOXUYAOZAIERJIZHONGJIARUDIPINTIANXIAN。

HENGXUANDEDIPINZHUANFAFANGANRAOKAILEPINGGUOZHUANLIFENGSUO,TIGONGLEGENGGAOXINGJIABIDEDIYANCHILANYALIANJIEFANGAN,ZAIHUAWEI Freebuds2 JIXIAOMI TWS ERJI ZHONGCAIYONG。TONGSHIZHEIYIFANGANBUXUYAOSHOUJI SoC DESHIPEIZHICHI,DUIBUTONGDESHOUJIPINGTAIDOUNENGSHIXIANJIAOHAODEJIANRONGXING。

(3)双传方案(高通 TWS+,华为 A1)

大牛时代平台GAOTONGZAOQICAIYONGDESHI 2.4GHz DE TWS ZHUANFAFANGAN,2018 NIAN 2 YUE,GAOTONGTUICHULEJIYU QCC5100 XILIEXINPIANDE TWS+(TrueWireless Stereo Plus)JISHU,YOUSHOUJIZHONGDUANFACHULIANGGEDULIDEZUOYOUSHENGDAOYINPINXINHAOZHIZUOYOULIANGGEERJI。ZHEIZHONGSHUANGCHUANFANGANSHIYIZHONG Q-to-Q DELIANJIEJISHU, XUYAOSHOUJIDUANLANYAXINPIANDEZHICHI,ZHINENGZAIDAZAIXIAOLONG 845、670、710 JIQIZHIHOUDEXINPIANDESHOUJISHANGSHIXIAN,ZAIQITAPINGTAISHANGERJIZEHUIZHUANWEICHUAN TONGDEGAOYANCHIDEZHUANFAMOSHI。SUIRANJIANRONGXINGXIANGDUIJIAOCHA,DANSHIDEYIYUGAOTONGZAISHOUJI SoC SHICHANGSHANGJIAOGAODEZHANYOULV,ZHEIZHONGFANGANYEYOUYIDINGDESHOUZHONG。

大牛时代平台HUAWEIZAOQIDE TWS ERJICAIYONGDESHIHENGXUANDEFANGAN,2019 NIAN 9 YUE,HUAWEIFABULEXIN TWS ERJI Freebuds 3,DAZAILEZUIXINDEQILIN A1 XIN PIAN,CAIYONGZIYANSHUANGTONGDAOTONGBUCHUANSHUJISHU,YUGAOTONG TWS+JISHULEISIKEYISHIXIANZUOYOUERJIFENBIECONGSHOUJIHUODEZUOYOUSHENGDAOLANYAXINHAO。GAIXINPIANSHI SHOUGETONGGUORENZHENGDE BT/BLE SHUANGMOLANYA 5.1 SoC,DANYEXUHEQILIN SOC PEITAOSHIYONG。

GAOTONGTWS+FANGAN

大牛时代平台WOMENZAICIJIANGSHANGSHUSANDALEIFANGANDEYOUQUEDIANZUOHENGXIANGDUIBIFENXI。KEJIANCHUCHUANTONGZHUANFAWAI,MUQIANSHIMIANSHANGDEZHULIUXINPIANFANGANJUNYIJIEJUELELIANJIEYANCHI, WENDINGXINGDEWENTI。DANJIANRONGXINGFANGMIAN,ZHULIUDESHUANGCHUANFANGANRUGAOTONG TWS、HUAWEI A1 XUPEIHEDUIYINGDESHOUJI SOC SHIYONG。

3、功耗改善+价格下沉,为 TWS 耳机发展蓄力

大牛时代平台CHULIANJIEXINGWAI,GONGHAOYESHI TWS ERJIXINPIANDEZHONGYAOCANSHU,GONGHAOJIANGDIHUITIGAOXUHANGBIAOXIAN,TISHENGYONGHUTIYAN;CIWAIXINPIANDANJIADEXIAJIANGYEHUIZHULI SHENTOUJIASU。

(1)续航

MUQIANSHICHANGSHANGDE TWS ERJIDABUFENDOUNENGSHIXIAN 3 GEXIAOSHIYISHANGDEXUHANG,GENGYOUSHENZHERU Samsung Galaxy Buds+SHIXIANLEZHANGDA 11 XIAOSHIDEXU HANG。ERJIDEXUHANGSHIJIANYUXINPIANGONGHAOXIXIXIANGGUAN。GUOQUDELANYAXINPIANGONGHAOPUBIANZAI 20mA ZUOYOU,JIELIXINGHAOWEI AC6936d DELANYAERJIXINPIAN JIANGGONGHAOJIANGZHI 6mA,HENGXUANDE BES2300 XINGXINPIANGONGHAOZEDIZHI 4mA,GAOTONGDE QCC5144 XINGXINPIANGONGHAOZEWEI 5mA,GENGUOQU 20mA DEGONG HAOXIANGBI,DAILAIDEXUHANGTISHENGSHIZHIDEFEIYUE。WEILAIGENGDIDEGONGHAOFANGANDEKAIFAYEJIANGCHENGWEIXINPIANCHANGSHANGDEHEXINJINGZHENGLIZHIYI。

XINJIULIANGKUANXINPIANDUIBI

(2)价格

SUIZHEYUELAIYUEDUODECHANGSHANGJINRU,TWS LANYAXINPIANDEJIAGEBUDUANXIACHEN,MUQIANGAOTONG、HENGXUAN、LUODADENGCHANGSHANG TWS LANYAXINPIANDANJIADIZHI 1-2 MEIYUAN, ERZHUDAXINGJIABIDEXINPIANGONGYINGSHANGRUDALUDEJIELI、ZHONGKELANXUNHETAIWANDERUIYUTIGONGDE TWS LANYAERJIXINPIANJIAGEYIJINGJIANGDAO 1 MEIYUANYIXIA,ZHEIYESHI 2019 NIANXIABANNIANBAIPAI TWS ERJIBAOFASHIZENGZHANGDEYUANYINZHIYI。ZHEILIANGJIACHANGSHANGDECHUHUOLIANGYEYINCIBIAOSHENG,YIDUGAODA 50KK ZUOYOU。

大牛时代平台2019 NIAN 10 YUE,JIELI、ZHONGKELANXUN TWSLANYAERJICHUHUOLIANGZHANSHICHANG 60%YISHANG,CHENGBENBUDAO 1 MEIYUANDELIANJIA TWS XINPIANZHANJULESHICHANGDEDABU FEN,XINPIANJIAGEDEBUDUANXIACHENDAILAILEFEI A XI TWS ERJICHENGBENDEXIAJIANG,ZHULISHENTOUJIASU,ANZHUOXI TWS ERJIJIANGYOUWANGYIGENGKUAIDEZENGSUZHANJUGENG DADESHICHANGFENE。

2019NIAN10YUETWSLANYAERJICHUHUOLIANG(DANWEI:KK)

4、降噪和 LEAudio 是未来升级方向

大牛时代平台DANGQIANDE TWS ERJIYIJINGJIBENSHIXIANLEJIAOWEIWENDINGKUAISUDELIANJIE,BUGUOKAOLVDAOZUOWEIYIKUANBIANXIEERJICHANPIN,QIYINGYONGCHANGJINGCHANGCHANGSHIHUWAIHEGONGGONGCHANG SUO,JINYOULIANJIEXINGNENGSHIBUGOUDE。ZAIZAOSHENGGUODAHUOXINHAOBUJIASHIBAOZHENGTONGHUAZHILIANG,SHITISHENGYONGHUTIYANDEGUANJIANYINSU。ZHANWANGWEILAI,JIANGZAOGONGNENGJIANG ZHUJIANXIANGZHONGDUANJIXINGPUJI,KESHIXIANDIMALVGAOYINZHICHUANSHUDE LE Audio XIEYIYOUWANGCHENGWEIWEILAIDEZHULIUFANGAN。

(1)降噪(主动降噪+通话降噪)

ZHUDONGJIANGZAOZHUYAOYONGYUBOFANGYINPIN,TONGGUOERJIJIANTINGJIANCEHUANJINGZAOYIN,RANHOUFACHUXIANGWEIXIANGFANQIANGDUXIANGDENGDESHENGBO,ERZHEDIEJIAHOUZAOYINBEIDIXIAO。YAO SHIXIANZHEIYANGDEGONGNENGERJIXUYAOYIGEWAIXIANGSHIMAIKEFENGYONGYUJIESHOUHUANJINGZAOYIN,ERDUIXINHAODECHULIXUYAOYIDINGDESHIJIANYINCIXUYAOKAOZHUKONGXINPIANTONGGUOYI DINGDESUANFADUIWEILAIZAOYINJINXINGYIGEYUCE,RANHOUZAIZAOYINDAOLAIDETONGSHIBOFANGYIGEXIANGFANDESHENGBOJIANGQIDIXIAO。BUFENGAODUANCHANPINHAIYOUYIGENEIXIANGSHIMAI KEFENG,YONGYUJIANTINGSHIJIBOFANGDESHENGYIN,JINXINGFANKUI,SHIXIANJINYIBUDEXIAOZHUNHEYOUHUA。MUQIANPINGGUO、LUODA、HENGXUAN、GAOTONG、RUIYUDENGCHANGSHANGDEZUIXIN TWS XINPIANJUNYIJINGZHICHIZHUDONGJIANGZAOGONGNENG,ZHEIYESHIGEJIACHANGSHANGTISHENGYONGHUSHIYONGTIYANDEFALIDIAN

大牛时代平台CHULEZAIBOFANGYINPINSHISHIXIANJIANGZAOYIWAI,TONGHUAJIANGZAOGONGNENGYEBIBUKESHAO。TONGHUAJIANGZAOZHIZAIDANGYONGHUSHUOHUASHI,YOUXUANZEDESHURUYONGHUDESHUOHUASHENG、GUO LVHUANJINGZAOYIN,SHIDETONGHUADEDUIFANGNENGGENGQINGCHUDETINGJIANYONGHUDESHUOHUA。BUGUOXIANGJIAOZHUDONGJIANGZAO,TONGHUAJIANGZAOGENGWEIPUJI。MUQIANSHIMIANSHANGZHULIUDETONGHUA JIANGZAOJISHUWEISHUANGMAIJIANGZAOFANGAN。QIYUANLISHITONGGUOLIANGGEMAIKEFENGBUZHUOYUYINXINHAO,JIANGQITAHUANJINGYINGUOLV。

YIBANERYAN,TWS ERJIBINGMODUANDETONGHUA MAIKEFENGYOUYUGENGKAOJINZUIBUSUOYIJIESHOUDAODESHUOHUASHENGHUIBIWAIXIANGSHIMAIKEFENGJIESHOUDAODEYAODADEDUO,ERHUANJINGZAOYINDESHENGYUANLILIANGGEMAIKEFENGDEJULIDOU CHABUDUOYINCILIANGGEMAIKEFENGJIESHOUDAODEHUANJINGZAOYINQIANGDUJIHUXIANGDENG,LIANGGEMAIKEFENGZHIJIANDECHAFENFANGDAQIZESHIJIANGLIANGGEMAIKEFENGJIESHOUDAODEXINHAOXIANGJIAN BINGFANGDA,JIESHOUQIANGDUXIANGCHABUDUODEHUANJINGZAOYINJIUBEIGUOLVDIAO,LIUXIALEQIANGDUCHAJUJIAODADESHUOHUASHENG,CONGERBAOZHENGLETONGHUADEQINGXI。BUFENGAODUANCHANPIN HAIJINYIBUTONGGUONEIGEDEYUYINJIASUCHUANGANQIJIANCERENDEJIROUHEGUGEZHENDONG,LAIPANDUANRENHESHIZAISHUOHUA,CONGERSHIXIANGENGHAODESHIYINXIAOGUO。

ERLINGYIZHONGFANGANWEI AI TONGHUAJIANGZAOJISHU,2018 NIANYOUDAXIANGSHENGKETICHUDEYIZHONGDANMAIKEFENGTONGHUAJIANGZAOFANGAN,JIANGJISUANTINGJUECHANGJINGFENXILILUN(CASA) YUSHENDUXUEXIJISHUXIANGJIEHE,NENGGOUSHISHIFENLIRENSHENGHEBEIJINGZAOSHENG,CONGHUANJINGZAOYINZHONGTIQUQINGXIRENSHENG。OPPO DE TWS ERJICHANPIN OPPO Enco Free SUOCAIYONGDESHENGJIAKEJIDE SVE AI SHUANGMAIJIANGZAOJISHUGENGSHIJIANGERZHEJIEHEQILAI,JIANGSHENDUSHENJINGWANGLUOYUSHUANGMAIKEFENGBOSHUCHENGXINGJISHUXIANGJIEHE,SHI XIANLEKEGUANDEJIANGZAOXIAOGUO。

SHUANGMAIJIANGZAOYUANLI

(2)低功耗音频 LE Audio

大牛时代平台2020 NIAN 1 YUE 7 RI,LANYAJISHULIANMENG(Bluetooth Special Interest Group,JIANCHENG SIG)ZAILASIWEIJIASIJUBANDE CES2020 SHANGFABULEXIN YIDAILANYAYINPINJISHUBIAOZHUN——DIGONGHAOYINPIN LE Audio。

大牛时代平台LE Audio JIANGCAIYONGQUANXINDEDIFUZAXINGTONGXINBIANJIEMAQI(Low Complexity Communication Codec, LC3),YITIGONGSHIXIANGENGGAODEYINZHIHEGENG DIDEGONGHAO。XIANGJIAOYUYUANYOU Classic Audio DE SBC BIANJIEMAQI,LC3 JIANGNENGGOUTIGONGGENGGAODEYINZHI,ZAIBITELVJIANGDI 50%DEQINGKUANGXIARENGNENGBAO CHIYINZHIBUSUNSHI。GENGDIDECHUANSHUDEMALVXUQIUYEYIWEIZHEGENGDIDENENGHAO,ZHEINENGDADAYANZHANGYINPINSHEBEIDESHIYONGSHIZHANG,ERZAIXUHANGCHONGZUDEQINGKUANGXIA, KAIFAZHEKEYICAIYONGGENGXIAODEDIANCHI,LAIJIANXIAOERJITIJIHEZHONGLIANG。

LE Audio DEDUOZHONGCHUANLIUYINPIN(Multi-Stream Audio)JIANGYUNXUZHINENGSHOUJIDENGDANYIYINPINYUANSHEBEIXIANGDANGEHUODUOGEYINPINJIESHOUSHEBEIJIANTONGBUJINXINGDUO ZHONGQIEDULIDEYINPINCHUANLIUCHUANSHU。ZHEIYIWEIZHE TWS ERJIJIANGWUXUEWAIDEJISHUJIUNENGZHIJIESHIXIANSHUANGERTONGCHUAN,TISHENGLIANJIEDEWENDINGXING,JIANGDIYANCHI。LAN YAYINPINXIEYICONGXIEYIJIAGOUSHANGZHIJIEZHICHISHUANGERCHUANSHUJIANGCHENGWEI TWS ERJIXINGYEDEGUAIDIAN,LANYAXINPIANDEJINGZHENGGEJUJIANGSUIZHIGAIBIAN,PINGGUODUIQI Snoop JIANTINGJISHUDEZHUANLIFENGSUOJIANGSHIQUYIYI,TWS ERJIXINPIANDEJISHUMENJIANJIANGYOUSUOJIANGDI,ZHULIFEIPINGGUODE TWS ERJISHENTOUJIASU。KEYIYUJIAN,JI YU LE Audio LANYAYINPINJISHUDE TWS ERJILIANJIEFANGANDEKAIFAJIANGCHENGWEIWEILAIDEZHUYAOSHENGJIHEJINGZHENGFANGXIANG。

ZAI LE Audio LINGYU,GUONEIXINPIANSHEJIGONGSILONGTOUHUIDINGKEJILVXIANBUJU。2020 NIAN 1 YUE 7 RI,HUIDINGKEJIXIESHOUYIJIAKEJI,ZAIMEIGUOLASIWEIJIA SICES2020HUICHANGSHANGYANSHILEYINGYONGYUTWSZHENWUXIANERJIDECHUANGXINBluetooth LEYINPINJIEJUEFANGAN。GAIFANGANYINGYONGLEHUIDINGKEJIDEBluetooth LE YINPINHERUERJIANCEJICHUKONGJISHU,QUANMIANZHICHILANYA 5.1 BIAOZHUNHEXIAYIDAI Bluetooth LE DE ISOC(isochronous)JIAGOU,WEIZHENWUXIANERJISHI CHANGDAILAILEMIANXIANGWEILAIDECHUANGXINJIEJUEFANGAN。

HUIDINGKEJI Bluetooth LE YINPINJISHUBUDANJUYOUCHAODIGONGHAOTEXING,DAPEICHUANGXINRUANJIANSUANFA,HAIKESHIXIANYIXILIECHAYIHUAGONGNENG:WUXIANDUOLUTONGSHILIAN JIE,SHIZUOYOUERSAIKEBEIKUAISUSHIBIEYUSHIPEIQIEYINPINTONGBU,QUEBAOLESHUANGERCHUANSHUDEWENDINGLIANJIEHEGONGHAOPINGHENG;CHAODIXIAXINGLIANLUYANCHI,SHIXIANDIYANSHI YINPINCHUANSHU;ZHICHI LC3 BIAOZHUNBIANJIEMASUANFA,DAILAIGENGJIADEYINZHIXIANGSHOU;CIWAI,QUANXINFABUDE Bluetooth LE YINPINBIAOZHUNKUANGJIA,KEMANZUYOUXI、 YINPINGONGXIANGDENGBUTONGYINGYONGCHANGJINGXUQIU。GAIFANGANHAIYINGYONGLECHAODIGONGHAO、CHAOXIAOCHICUNDEQUANDIANRONGSHIRUERJIANCEHECHUKONGERHEYIXINPIAN,KEZAIERJISHANGSHI XIANJINGZHUNPEIDAIJIANCE,DANSHUANGJIHESHANGXIAHUADONGDENGZHINENGJIAOHUCAOZUO。

5、从品牌合作看主控芯片竞争格局,头部集中趋势凸显

TWS ERJISHICHANGDEHUORERANGDUOJIAXINPIANCHANGSHANGZAILANYAYINPIN SoC SHANGJINGXIANGJIAOZHU,BUDUANTUICHUGEZHONGLANYAZHENWUXIANFANGAN。YOUXINPIANZIYANNENGLIDEDAPAIQING XIANGYUSHIYONGZIYANXINPIANYIQIHUODEDUIZIJIACHANPINZUIHAODEYOUHUA,RUPINGGUOHEHUAWEI;ZHONGGAODUANSHICHANGDEXINPIANGONGYINGSHANGZHUYAOYOUGUOWAIDEGAOTONGHEDALUDEHENGXUAN;QITASHICHANGZHUYAOWANJIASHITAIWANDERUIYU、LUODAHEDALUDEJIELI。

CONGPINPAIHEZUOSHANGLAIKAN,CHUSHIZHONGSHIYONGZIYANXINPIANDEPINGGUOWAI,QITAZHUYAOCHANGSHANGJUNYOUGEZIPIANHAODEHEZUOHUOBAN。JUXINDADIANZICHANYELIANDIAOYAN,HUAWEI ZAOQICHANPINCAIYONGHENGXUANDEXINPIAN,ZUIXINDE Freebuds 3 SHIYONGLEZIYAN A1 XINPIAN;XIAOMIZHUYAOCAIYONGHENGXUANHERUIYUXINPIAN,SHAOLIANGCHANPINCAIYONGGAOTONGXINPIAN;OPPO ZHUYAOCAIYONGHENGXUANXINPIAN;vivo ZHUYAOCAIYONGGAOTONGXINPIAN;SANXINGZESHIZHONGYUBOTONGHEZUO。GUOWAIDESHENGXUEPINPAIDADUOCAIYONGGAOTONGXINPIAN,JINQIYEYOU SHAOLIANGCHANPINKAISHICAIYONGGUOCHANGONGYINGSHANGDEXINPIAN,RU JBL ZAIQIXINPIN TUNE 120 ZHONGCAIYONGLEHENGXUANDE BES2000。

QITAZHONGXIAOPINPAIYEYOUZHONGDUODEXINPIANGONGYINGSHANGXUANZE。DALUYOUZHUHAIJIELI、ZHONGKELANXUN,TAIWANYEYOURUIYUHEYUANXIANG,TAMENDE TWS LANYAXINPIANJIAOWEIDI JIA,SHANGSHUXINPIANCHANGSHANGGONGTONGZHICHENGQILE 2019 NIAN TWS ERJISHICHANGDEXUNSUZENGZHANG。

WOMENZHENGLILEMUQIANZHULIUDE TWS ERJICHANGSHANGXINPIANFANGAN,KEYIKANCHUMUQIANZHULIUDEYINPINFANGANJIHUDOUZHICHILELANYA 5.0 BIAOZHUN,GENGYOUBUFENCHANPINYI JINGKAISHIZHICHIZUIXINLANYA 5.1 BIAOZHUN。

XIANGBI TWS PINPAISHANGDEBAIHUAQIFANG,XINPIANGONGYINGSHANGDETOUBUJIZHONGQUSHIGENGWEIMINGXIAN,QIEGECHANGSHANGJUNYOUCHAYIHUADEMUBIAOSHICHANG,RUFUWUYUZHULIUANZHUOCHANG SHANGDEHENGXUAN、GAOTONG,YUFUWUQITADISANFANGPINPAIDEZHUHAIJIELI、ZHONGKELANXUN、RUIYUDENG。RANERWOMENRENWEISUIZHE TWSCHANYEDEFAZHAN,ZHEIZHONGJIEXIANFEN MINGDELIANGJIFENHUAGEJUZHONGHUIBEIDAPO,LONGTOUGONGYINGSHANGJIANGGENGDUODETUOKUANCHANPINXIAN,FUGAIGENGDUOSHICHANG。

4、不仅是蓝牙,TWS 背后的产业链分析

大牛时代平台TWS ERJICHANYELIANZHUYAOYOUYUANQIJIAN、ODM、PINPAISHANGSANDABUFEN,JUTIDAOYUANQIJIAN,XIFENXIALAIYOUZHUKONGXINPIAN、CUNCHUQI、DIANYUANGUANLI IC、DIAN CHI、SHENGXUEQIJIAN、CHUANGANQIDENG。WOMENRENWEIZAI TWS ERJIKUAISUZENGZHANGDEDANGXIA,CHULEZHUKONGDELANYAXINPIANWAI,QITAGEGEHUANJIEYIZHIDEGUANZHU。