2025年国内手机市场揭晓：vivo、小米、苹果领跑，5G占比超八成

Core Insights - The domestic smartphone market in 2025 saw vivo (including iQOO), Xiaomi (including REDMI), and Apple each surpassing 40 million units in activation sales, ranking as the top three brands [2][3] - The competition among leading brands is extremely tight, with the top two brands differing by only 200,000 to 300,000 units, indicating a highly concentrated market structure [2][3] - In terms of annual target completion rates, vivo achieved 95.90%, iQOO slightly exceeded its target at 100.82%, Xiaomi reached 103.93%, and Apple led with a completion rate of 107.39%, reflecting better-than-expected sales performance [2][3] Market Performance - From January to November 2025, the total smartphone shipment in the domestic market reached 282 million units, representing a year-on-year growth of 0.9% [2][3] - The shipment of 5G smartphones was approximately 244 million units, showing a year-on-year increase of 1.3%, which accounted for 86.6% of the total shipments, indicating that 5G devices have become a mainstream consumer choice [2][3] Strategic Outlook - Looking back at 2025, vivo, Xiaomi, and Apple maintained their leading positions through solid product strategies and precise market tactics [4] - Apple's performance exceeded expectations, reinforcing its strong brand appeal [4] - As the industry moves into 2026, the focus will be on exploring growth opportunities within a saturated market and continuously optimizing product structure and user experience to solidify positions [4]