Zhong Guo Jing Ying Bao·2025-11-07 12:09Core Insights - The Chinese smartphone market faced downward pressure in Q3 2025, with a slight year-on-year decline in shipments due to tightening "national subsidies," a traditional sales lull, and insufficient new product supply [1][2] - Vivo regained the top position in the domestic smartphone market, although its shipment volume saw a significant year-on-year decline compared to competitors like Huawei and Xiaomi [1][5][7] Market Trends - Q3 2025 saw approximately 68.46 million smartphones shipped in China, marking a 0.5% year-on-year decrease, continuing the downward trend [1] - Omdia reported a 3% year-on-year decline in the Chinese smartphone market for the same period, indicating ongoing market adjustments and intensified competition among leading manufacturers [1][2] Competitive Landscape - Vivo achieved a market share of 17.2%, reclaiming the top spot, followed closely by Apple (15.8%), Huawei (15.2%), and Xiaomi (14.7%) [5][7] - Despite regaining the top position, Vivo's shipment volume declined by 7.8% year-on-year, which is significantly higher than the declines of Huawei (-1.0%) and Xiaomi (-1.7%) [7] Consumer Behavior - The tightening of the "national subsidy" policy has led to more rational consumer spending, with varying subsidy amounts across regions [2] - Consumers have reported challenges in accessing subsidies, with some areas offering limited amounts, impacting purchasing decisions [2] Product Launches - Major brands, including Apple, Xiaomi, and Vivo, launched flagship models in late September and October, aiming to stimulate market demand through technological innovations and upgraded configurations [3][4] - The iPhone 17 series was released in Q3, but its contribution to shipment growth was limited due to a late launch on September 19 [8] Future Outlook - The cautious shipment pace is expected to provide a healthy inventory level for manufacturers, setting the stage for a robust fourth quarter with flagship releases and the "Double 11" shopping festival [2][4] - Despite the anticipated improvements, the overall market recovery may face challenges due to previously released demand and competitive pressures [4]