运动耳机研究白皮书

Keep 20244 1 Shokz2011 ShokzKeep 2 Keep Onlinepanel Keep 1000 466 1000 466 1000 465 • •25-45 •• 1-3 30 • •25-45 •• 30 1-3 •• 2024.01.26-2024.01.31 2024.02.01-2024.02.06 2024.03.08-2024.03.17 2023.09.01-2024.02.29 UGC • • • • • B 3 - / P E S T   (47%) (45%)   /    • • • • – – – / / – / / / / Top4 • • •/ •   + • • • • •  501-1,000  3 /      60+ 20,000+  4 01 02 03 5 | 2023-2025  2023 2022-2025   2022 2021-2025 “   2021  2020 2023 5 + Base=   N=1000 5 56 / S7. / S8. 7 | / 28,22130,733 可支配收入增速 32,18935,128 +6% 2023 2022 2021 2020 2019 2018 774 693 684 1,060 +11% 1,186 1,067 增速 零售额 / 36,88339,218 201820192020202120222023 8 |   2024 2022 47% 58% 83% ≥4 N=716 Base= S6. 9 | / 1 2 3 / 10 / P E / S T / 11 12 / / / 47% N=1000 Base= Base= N=244 45% / 18% 16% 10% 7% 5% 30% 22% / S10. / A8. 13 Base= • • • / / / / / 42% 越野 骑自行车 51% Base=N=1000 S9.//A1./14 /N=825N=591N=579N=563N=513N=417N=405N=398N=292/N=277 N=76/N=47 Base=Keep N=465 47% / / 75% / 87% Keep S16. 16 UGC N=15,684 41% 23% 15% / 12% •••• 10% 8% / 7% 5% •••• 2023.09.01-2024.02.29 B 👋� 17 稳固/贴合耳朵 防水/防汗 重量轻 Base= 42% 舒适 材质耐用，能经受住运动的冲击 音质好 续航能力好方便携带 45% 隔离噪音 防止漏音 操作便捷，方便接打电话 能听到外界声音，安全 N=638 vs./ Base=N=986 / A6-1/2. A9. 18 19 | UGCTop5 63% / 39% 33% 32% 52% N=24,109 “ / 68% 17% 13% 12% 11% / 64% 41% 21% 21% 18% N=2,932 N=561 “ “ 2023.09.01-2024.02.29 B 42% 70% 20 | UGCTop5 / 83% 74% 61% 46% 36% N=13,744 🏊� ✨ 32g “ / N=3,828 64% 35% “ 29% 21% 71% 19% / 18%18% 17% B 22% bgm N=2,288 “ 42% 70% 2023.09.01-2024.02.29 21 | UGC Top5 / “ N=1,531 32% 30% 24% 18% 73% N=682 / 30% 24% 19% 14% 66% 47% 45% 37% 31% ~ hin � � 2023.09.01-2024.02.29B 10%42%70% Brunch N=959 / N=824 58%29%28% / 27%23%63% “ “ “ 22 | / UGCTop5 62% 24% 19% 13% /32% 64% 16% 12% 11% 21% 100 ~ ~ ~ � N=980 / N=223 “ “ 2023.09.01-2024.02.29 B 10% 70% 23 – vs. Base=N=1000 “ 17% 21% 26% “ ( -18%)( +8%) ( +4%) � … 15% 13% 7% get ~ “ ( +3%) ( A3./ “ +1%) ( +5%) A10./24 1% +23% GMV 29% “ 501-800 801-1000 25% 25% 20% 15% Base= N=1000 200 3% 5% 201-500 18% 21% 1001-1300 16% 14% 20% 1300 17% 2% 2023.09.01-2024.02.29B A11./B8-1. 25 B4   60+ 20,000+     27 | Base= Top3 N=638 01PremiumPitch™2.0+ • Top1- 65% 02 • Top2- 61% 01 • / 02 • / 01PremiumPitch™2.0 • Top3- 59% 02 • IP68/67/55/54 IP68/67/55/54 A9. / 28 • | UGC N=12,345 95% 84% openrun ipodshokz ipod openfit 41% UGC 39% / 33% � � 8 32% : 8 N=11,689 24% 21% 1% 2023.09.01-2024.02.29 B 29 | Base=N=1000 22% 6% 4% 3% 56% 50% 56% 71% B1. B4. B2. B3. / 30 | 44% � ” � Mo 31% ” 50% UGC 19% N=3,005 30% ” 17% EX5 ” 2023.09.01-2024.02.29 B 31 | 60+ 2 + 1,000 +