“金九银十”激战正酣：手机大厂子品牌加入战局 市场增长后劲何寻

Core Insights - The smartphone market is experiencing intensified competition, particularly among sub-brands, with iQOO launching its new iQOO 15 while other brands like Redmi and OnePlus are set to release new models soon [1][2] - iQOO is focusing on its gaming attributes, utilizing self-developed chips and gaming engines to differentiate itself, despite raising the starting price of iQOO 15 compared to its predecessor [1][6] - The overall smartphone industry is facing challenges due to rising core component costs, which are squeezing profit margins and making traditional price wars unsustainable [1][6] Sub-brands Entering the Fray - Major brands such as vivo, OPPO, Honor, and Xiaomi have recently launched flagship models, and their sub-brands are now joining the competitive landscape [1][2] iQOO's Competitive Strategy - iQOO emphasizes its gaming capabilities, equipping the iQOO 15 with a self-developed gaming chip and advanced gaming engine, while also partnering with popular mobile games [3] - The mobile gaming market is growing, with a projected 4.8% increase in global market size to 635.57 billion yuan in 2024, and China's share of the global market is expanding to 37.5% [3] AI Integration in Smartphones - AI features are becoming increasingly important to consumers, with over 80% of users considering AI experience as "very important" or "important" in their next phone purchase [4] - iQOO is integrating AI into practical functions rather than emphasizing it as a standalone feature, focusing on enhancing user experience [4] Market Dynamics and Challenges - iQOO's price increase for the iQOO 15 to 4,199 yuan from 3,999 yuan for the iQOO 13 reflects broader industry trends where component price hikes limit pricing strategies [6] - The Chinese smartphone market is projected to see a 3% year-on-year decline in shipments by Q3 2025, indicating ongoing market adjustments [6] Future Growth Potential - Emerging markets are expected to drive future growth, with nearly 70% of the projected 54 million units of new shipments from 2025 to 2029 coming from these regions [7] - Chinese brands have significantly increased their global market share from 11% in 2013 to 52% by mid-2025, indicating successful international expansion [8]