QuestMobile 2025中国智能手机市场洞察报告：国补带动换机潮、中高端机型占比双提升，AI技术推动智能机成为“中枢”

Core Insights - The smartphone market is experiencing significant growth driven by national subsidies and promotional events, particularly benefiting domestic brands [1][6][12] Group 1: Market Dynamics - The active device numbers for major brands as of June 2025 are as follows: Huawei (288 million), Apple (271 million), OPPO (233 million), vivo (193 million), Xiaomi (121 million), and Honor (97 million), with year-on-year growth rates of 2.2%, 1.2%, 1.1%, 6.3%, 0.5%, and 8.6% respectively [1] - The proportion of smartphones priced above 3000 yuan has increased by 1.6 percentage points compared to the same period last year, indicating a rising consumer preference for mid-to-high-end models [9] - The "replacement wave" has been fueled by policy incentives and promotional events, with user activity in phone transfer apps peaking in June, showing significant growth rates [1][13] Group 2: Competitive Landscape - Domestic brands are intensifying their competition for younger users, with Xiaomi, OPPO, and vivo capturing significant shares among users under 24 years old, with respective proportions of 35.2%, 32.8%, and 40.7% [10] - Huawei continues to solidify its market leadership, while vivo and Honor show notable growth rates [7] - Apple retains over 50% of its replacement users, with Huawei being a primary alternative for Apple users, indicating a fierce competition in the high-end market [12] Group 3: Technological Advancements - AI applications are becoming a focal point for brands, with deep integration into native phone services enhancing user engagement [2][19] - The smartphone AI capabilities have reached a stage of native integration, driving natural interactions and intelligent features [22] - Various price segments are showcasing richer AI applications, with entry-level models focusing on specific scenarios [24] Group 4: Marketing Strategies - Increased marketing investments are observed as brands seek to expand their influence among younger demographics, with esports and sports marketing playing crucial roles [34][38] - During the 618 promotional event, brands employed diverse strategies such as price reductions and new product launches to attract consumers [36] - The new iPhone 16 Pro was included in the national subsidy range, leading to a significant surge in sales, with transaction amounts increasing by nearly 200% month-on-month in May [45][46]