KeKe | Interview with Shokz executives: What makes open-ear headphones the next category revolution to disrupt TWS? 科氪 | 对话韶音高层：开放式耳机，凭什么成为下一场颠覆TWS的“品类革命”？

The Emergence of a Category Revolution

The audio industry is undergoing a significant structural shift, with open-ear headphones emerging as a disruptive force against traditional TWS (True Wireless Stereo) devices. Shokz (韶音), known for its bone conduction technology, is at the forefront of this revolution. The article highlights that open-ear headphones now account for over 30% of sales in China's Bluetooth headphone market, signaling a move beyond niche sports use to widespread adoption. This transformation is driven by changing user habits—longer wearing times due to remote work, online learning, and content consumption—which make comfort and environmental awareness critical. Shokz's vision is to replace in-ear headphones not just for athletes but for all users seeking a "full-scenario" audio experience.

Key Viewpoints and Strategic Insights

• From Sports Niche to Mainstream Appeal: Shokz initially targeted professional athletes with its "bone conduction" and "sports" labels, but it now aims to redefine open-ear headphones as essential daily devices. The brand identifies comfort as a core need, as prolonged in-ear use causes discomfort, hygiene issues, and safety risks. By focusing on "all-day comfortable wearing" and "safe open listening," Shokz is bridging the gap between specialized and general use.
• Technological Innovation as a Catalyst: Open-ear headphones historically faced challenges like poor noise isolation, limiting their use in noisy environments. Shokz addresses this with the "Shokz Tianli Noise Filtering Technology," a breakthrough achieved after five years of R&D. This

一、 核心观点：为何是“品类革命”？

文章开宗明义，指出音频赛道正在发生结构性变革。这场变革并非简单的产品迭代，而是由韶音引领的、对传统入耳式真无线耳机（TWS）的“品类级替代”。

• 根本动因是用户习惯的变迁：现代人佩戴耳机的时间因线上办公、长音频、网课等需求而无限拉长。传统入耳式耳机带来的耳道压迫、闷热、卫生及安全问题（无法感知环境音）成为刚性痛点。
• 开放式耳机的天然优势凸显：其“全天候舒适佩戴”与“安全开放聆听”的特性，恰好击中了上述痛点。当音质通过技术迭代（如韶音OpenFit Pro）得到显著改善后，舒适与安全成为了驱动用户转移的决定性力量。
• 数据佐证趋势：开放式耳机在中国市场的销售额份额已突破30%，且在全球主要市场（美、欧、日、韩等）的增长不可逆转。

二、 韶音的战略布局：从“运动”到“全场景”

韶音的战略转型，是其能引领这场革命的关键。

• 用户定义拓展：明确将目标用户从“专业运动人群”扩展到“每一个需要开放聆听的用户”，打开了广阔的增量市场。
• “GLOCAL”全球化战略：这是其商业智慧的集中体现。
  1. 全球化标准化研发：将中国作为研发的“练兵场”，利用工程师红利与供应链优势，打造具备全球竞争力的硬件产品，类似新能源汽车行业的逻辑。
  2. 本地化生态融合：在软件与服务层精准适配。例如，OpenSwim Pro 2成为首款支持QQ音乐无线导入与离线播放的耳机，实现了全球硬件与本土顶级生态的深度结合，精准满足本地需求。
• 长期主义护城河：在竞争红海中，韶音选择了一条难而正确的路。过去15年只专注开放式音频，通过持续的技术创新（底层基因）和克制的品牌营销（如合作自由潜水冠军、艺术礼盒），而非追逐流量快钱，构建起高端、专业、可信的品牌壁垒。

三、 技术硬实力：攻克开放式耳机的“阿喀琉斯之踵”

战略需要技术来支撑。开放式耳机长期存在音质差、漏音、抗噪弱的致命短板。韶音通过硬核研发，逐一攻克。

• 关键突破：“韶音天篱滤噪技术”。这是文章的技术核心。开放与滤噪在物理上本是矛盾，但韶音以“因为相信，所以看见”的信念，在2020年前瞻性立项，历经5年攻坚，首创“开放式滤噪”概念，旨在根本性解决嘈杂环境下的听音清晰度问题，这是推动开放式耳机进入全场景的“技术临门一脚”。
• 材料与声学的极限攻坚：例如在运动耳机OpenSwim Pro 2上，通过材料革新实现深潜防水；在OpenFit Pro上，通过声学技术突破，使开放式耳机的音质