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三季度中国手机市场成绩单出炉:厂商差距缩小,高端手机激战AI
Bei Ke Cai Jing·2025-10-17 08:50

Core Insights - The overall trend in the Chinese smartphone market for Q3 2025 indicates a decline in shipments, with IDC reporting approximately 68.4 million units shipped, a year-on-year decrease of 0.6%, while Omdia reported 67.2 million units, down 3% year-on-year [1][2][6]. Market Performance - Vivo regained the top position in Q3 2025 with a shipment of 11.8 million units, capturing 17.3% market share, despite a 7.8% decline compared to the previous year [2][4]. - Apple followed closely with 10.8 million units shipped, achieving a market share of 15.8%, marking a slight increase of 0.6% year-on-year [2][4]. - Huawei shipped 10.4 million units, holding a 15.2% market share, down 1% year-on-year [2][4]. - Xiaomi and OPPO shipped 10.0 million and 9.9 million units respectively, with market shares of 14.7% and 14.5%, both showing slight declines [2][4]. - The "Others" category saw a significant increase in shipments, rising 21.5% year-on-year to 5.6 million units [2]. Competitive Landscape - The market is characterized by intense competition, with major brands focusing on product differentiation through design, battery life, and camera capabilities [9]. - High-end smartphones are expected to see increased competition in Q4 2025, with new flagship models being launched by Apple, Xiaomi, Vivo, Honor, and OPPO [3][7]. - The introduction of eSIM technology is anticipated to further disrupt the market, with major brands like Apple and OPPO already announcing eSIM-compatible devices [8]. Consumer Behavior - The Q3 2025 period is noted as a traditional off-season for smartphone sales, with fewer new product launches and a tightening of government subsidies leading to more rational consumer behavior [1][4]. - Apple’s iPhone 17 series saw strong pre-sale performance, indicating a positive consumer response despite limited initial inventory [5]. Future Outlook - Analysts suggest that the market may see improvements in Q4 2025 due to the launch of flagship models and the upcoming "Double Eleven" shopping festival, although overall consumer demand may remain subdued [8].