华为Q3中国手机出货量跌至第三被苹果反超

Core Insights - The Chinese smartphone market is experiencing a slight decline in shipments, with approximately 68.5 million units expected in Q3 2025, representing a year-on-year decrease of 0.5% [2][3] - Huawei, despite regaining the top position in Q2 2025 with 12.5 million units, saw its shipments drop to 10.4 million units in Q3 2025, resulting in a market share of 15.2%, down 1% year-on-year [2][3] Company Performance - Vivo leads the market with 11.8 million units shipped in Q3 2025, holding a market share of 17.2%, but showing a year-on-year decline of 7.8% [3] - Apple follows closely with 10.8 million units and a market share of 15.8%, marking a slight increase of 0.6% compared to the previous year [3] - Xiaomi shipped 10.0 million units, capturing 14.7% of the market, with a year-on-year decrease of 1.7% [3] - OPPO and Honor both have market shares of 14.5% and 14.4% respectively, with OPPO showing a slight increase of 0.4% and Honor a decrease of 1.5% year-on-year [3] - The "Others" category saw a significant increase in shipments, rising by 21.5% year-on-year to 5.6 million units [3] Market Dynamics - The competitive landscape in the Chinese smartphone industry is expected to intensify, with manufacturers needing to focus on pricing, promotional strategies, and product innovation to maintain user engagement and drive long-term growth [4] - Huawei's decline in Q3 2025 is attributed to the sales cycle of its flagship products, with the Pura 80 series losing momentum and no major new releases to sustain market interest [2][3]