Omdia：2025年中国大陆智能手机市场微幅下滑1%，华为时隔五年重夺第一

Core Viewpoint - The Chinese smartphone market is projected to see a slight decline in shipments in 2025, with a total of 282.3 million units, down 1% from the previous year. Huawei leads the market with a 17% share, followed closely by Vivo and Apple, while the overall market dynamics are influenced by government subsidy policies and product differentiation strategies [2][6][9]. Market Performance - In 2025, Huawei's shipments reached 46.8 million units, maintaining a 17% market share, while Vivo and Apple followed closely with 46.0 million and 45.9 million units, respectively. Xiaomi and OPPO rounded out the top five with shipments of 43.7 million and 42.8 million units [9]. - The fourth quarter of 2025 saw a total shipment of 76.4 million units, a year-on-year decline of 1%. Apple led this quarter with 16.5 million units, capturing a 22% market share, while Vivo and OPPO showed improved performance compared to the previous year [2][9]. Strategic Insights - Apple has successfully increased its shipments through a differentiated product strategy, particularly with the iPhone 17 series, which has been well-received by consumers. The company has maintained competitive pricing for its base models, enhancing its product mix [4]. - Huawei is investing heavily in its HarmonyOS ecosystem, committing 1 billion RMB to support innovation in AI and the operating system, while Xiaomi is strategically timing the release of its flagship model to stay competitive [4][6]. Future Outlook - Analysts predict that rising costs will pose significant challenges for smartphone manufacturers in both China and globally in 2026. The increasing prices of storage components will require companies to balance cost distribution, pricing competitiveness, and hardware upgrades [8]. - Despite cost pressures, manufacturers are expected to continue investing in long-term value areas such as channel upgrades, AI, and cross-device ecosystem experiences, indicating that 2026 could still be a year of value growth and product innovation in the Chinese market [8].