国产麦克风如何突破海外市场？产品差异化和线上布局是关键
每日经济新闻记者 于怡朗 编辑 董兴生
Reporter: Yilang Yu Editor: Xingsheng Dong, National Business Daily
抖音、TikTok等短视频应用在海内外的火爆带动了视频内容产业的发展，进而促进了无线麦克风市场拓展，也给中国品牌出海带来了机遇。
The popularity of short video apps like Douyin and TikTok has driven the growth of video content industry worldwide, subsequently expanding the wireless microphone market and creating opportunities for Chinese brands to go global.
《2024无线麦克风市场趋势全解读》显示，2023年全球无线麦克风市场平稳增长，市场规模达123.8亿元，同比增长6%。
According to the "2024 Wireless Microphone Market Trend Report", the global wireless microphone market grew steadily in 2023, reaching 12.38 billion yuan with a year-on-year increase of 6%.
面对机遇，近日，麦克风专业声学领域的国产品牌BOYA博雅在推出新品的同时，也发布无线麦克风行业旗舰性能"10维标准"，从音质、降噪、抗干扰、内录、全场景等10个维度为用户选择提供透明化指南。
Seizing this opportunity, domestic professional microphone brand BOYA recently launched new products while introducing the industry's flagship "10-Dimensional Standard" for wireless microphones, providing transparent guidelines for users across 10 dimensions including sound quality, noise reduction, anti-interference, internal recording, and full-scenario performance.
13年前，深圳市长丰影像器材有限公司创立了国产专业级麦克风品牌BOYA博雅。与大部分无线麦克风品牌一样，起初，长丰影像也是锚定出海战略，海外营收在总体收入中的占比约八成。
Thirteen years ago, Shenzhen Changfeng Imaging Equipment Co., Ltd. established the domestic professional microphone brand BOYA. Like most wireless microphone brands, Changfeng Imaging initially focused on overseas expansion, with international sales accounting for about 80% of total revenue.
长丰影像战略负责人朱韬向《每日经济新闻》记者介绍，国内整体市场的发展成熟度超过海外。"海外（市场）现在还处于我们三四年前的状态。"
Zhu Tao, strategic director of Changfeng Imaging, told National Business Daily that the domestic market's development maturity exceeds overseas markets. "Overseas markets are currently at the stage where we were three or four years ago."
朱韬表示，在美国，TikTok的主流用户是18至25岁的年轻人，年轻用户在网络上积累一定的粉丝量后，"必然有商单的需求，必然有制作更好内容的需求"。因此，无线麦克风就成了必需品之一。
Zhu noted that in the U.S., TikTok's main users are young people aged 18-25. After accumulating a certain number of followers online, these creators "inevitably need commercial orders and better content production." Thus, wireless microphones become essential equipment.
但需要注意的是，不同市场的竞争格局不一样。朱韬介绍，欧洲市场的森海塞尔、舒尔、罗德等老品牌拥有较为成熟的渠道布局，在这种背景下，国产品牌可以从产品差异化和线上等方式进行突破。
However, competition varies across markets. Zhu explained that in Europe, established brands like Sennheiser, Shure, and Rode have mature channel networks. In this context, domestic brands can break through via product differentiation and online strategies.
即使面对白牌产品（品牌知名度较低的小品牌商品）的竞争，"（还是）希望那些白牌教育完市场以后，用户还会慢慢意识到用好的产品的重要性"。
Even facing competition from white-label products (lesser-known small brands), "we hope that after these products educate the market, users will gradually realize the importance of using quality products."
