2025年第二季度，随着生态设计法规的生效，欧洲智能手机市场下滑9%，荣耀逆势实现增长

Core Insights - The European smartphone market is experiencing a decline in shipments, with a 9% decrease expected in Q2 2025, resulting in 28.7 million units shipped [1] - Major brands like Samsung, Apple, and Xiaomi are facing challenges, with Samsung's shipments down 10% to 10.3 million units, while Apple and Xiaomi also saw declines of 4% [1][3] - The market is becoming increasingly concentrated among the top five vendors, which now hold a record 87% market share, indicating a shift towards brand differentiation and scale [5] Market Performance - In Q2 2025, Samsung remains the top vendor despite a 10% year-on-year decline in shipments, attributed to regulatory impacts on product launches [1] - Apple ranks second with 6.9 million units shipped, benefiting from the stable performance of the iPhone 16 series, which mitigated some pressures from a reduced product lineup [1] - Xiaomi, in third place, shipped 5.4 million units, with a strong rebound in Italy contributing to a 50% year-on-year growth in that market [1] Consumer Behavior - A survey of 8,000 European consumers revealed that direct channels are preferred for better customer service and brand interaction, while open market channels are chosen primarily for price reasons [6] - Despite the rise of direct and open market channels, telecom operators remain crucial for market entry and the promotion of 5G and eSIM smartphones [6] Future Outlook - The smartphone market in Europe is expected to return to growth by 2026, driven by replacement demand for low-end devices and the maturation of applications [8] - Long-term growth projections remain modest, with an expected CAGR of 1.7% from 2025 to 2029, emphasizing the need for companies to understand evolving consumer purchasing motivations [8]