Omdia：2025年，欧洲智能手机出货量下滑1%，苹果和荣耀创下市场份额历史新高

Core Insights - The European smartphone market is projected to decline by 1% in 2025, reaching 134.2 million units, influenced by weak demand and new regulations on eco-design and USB-C [2] Group 1: Market Performance - Samsung remains the largest smartphone manufacturer in Europe, with a slight increase in shipments to 46.6 million units, benefiting from the strong performance of the Galaxy A16 and A56 models [4] - Apple’s shipments are expected to grow by 6% to 36.9 million units in 2025, achieving a record market share of 27%, driven by the popularity of the iPhone 16 series [4] - Xiaomi holds a 16% market share, with shipments declining by 1% to 21.8 million units, primarily relying on its Redmi series [4] - Motorola's shipments decreased by 5% to 7.7 million units, but it experienced a strong recovery in the second half of 2025 [5] - Honor entered the top five smartphone manufacturers in Europe for the first time, with a 4% increase in shipments to 3.8 million units, focusing on its affordable X series [5] Group 2: Competitive Landscape - The combined market share of the top five smartphone manufacturers continues to rise, indicating the importance of scale for long-term success in Europe [8] - Despite the concentration of market share among leading manufacturers, intense competition persists across all markets, necessitating differentiation and effective customer engagement strategies [8] - Emerging brands like vivo, Nothing, and Fairphone have achieved significant growth, demonstrating that opportunities exist even in a mature and competitive market [8] Group 3: Future Outlook - Concerns regarding memory prices may pose challenges for the European smartphone market in 2026, with the region accounting for 10.8% of global smartphone shipments in 2025 [10] - Leading manufacturers are expected to be more resilient due to their scale and price range coverage, while finding the right balance across different regions will be crucial for most companies [10] - The high-end market in Europe remains attractive for many manufacturers, despite the challenges of expanding smartphone business in the region [10]