前五月国内智能手机出货量微降 机构预计二季度将小幅增长

Core Insights - The domestic smartphone market in China is experiencing a decline in shipment volumes, with May 2025 showing a year-on-year decrease of 21.8% [1] - Domestic brands dominate the market, accounting for over 80% of shipments, but also face significant declines [1][2] - The introduction of new smartphone models is decreasing, indicating a slowdown in innovation and market activity [1] Shipment Data - In May 2025, total smartphone shipments were 23.716 million units, down 21.8% year-on-year, with smart devices making up 95% of this total [1] - From January to May 2025, total smartphone shipments reached 118 million units, reflecting a 2.8% decline year-on-year [1] - Domestic brand shipments in May 2025 were 19.177 million units, down 24.2%, representing 80.9% of total shipments [1] New Model Launches - In May 2025, 27 new smartphone models were launched, a decrease of 30.8% year-on-year, accounting for 69.2% of total new models [1] - From January to May 2025, 143 new smartphone models were introduced, a 2.9% increase year-on-year, making up 70.8% of total new models [1][2] 5G Smartphone Performance - In May 2025, 5G smartphone shipments were 21.19 million units, down 17.0% year-on-year, comprising 89.3% of total shipments [2] - From January to May 2025, 5G smartphone shipments totaled 102 million units, with a negligible decline of 0.1% year-on-year, representing 86.2% of total shipments [2] Market Trends - Counterpoint Research indicates a slight year-on-year growth in smartphone sales for Q2 2025, driven primarily by Huawei and Apple [2][3] - Huawei is expected to be the fastest-growing brand in the Chinese market for Q2 2025, potentially reclaiming the top sales position [2] - Apple's sales growth in May was attributed to promotional activities for the iPhone 16 series, particularly the Pro models [2][3] Promotional Impact - Strong promotional activities and government subsidies have positively impacted sales for Huawei and Apple [3] - The 618 shopping festival saw sales performance remain flat compared to the previous year, indicating ongoing consumer spending challenges [3] - The timing of Apple's price adjustments for the iPhone was noted as strategically beneficial, coinciding with the 618 promotions [3]