市场调整期

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中国智能手机市场进入调整期 第三季度开局销量同比下滑2%
Zheng Quan Ri Bao Wang· 2025-09-18 12:42
Core Insights - The Chinese smartphone market is experiencing a 2% year-on-year decline in sales for the first eight weeks of Q3 2025, indicating a period of adjustment with new challenges and opportunities for manufacturers [1] - The market is shifting from a focus on quantity to quality, with an increasing proportion of mid-to-high-end products, which may pressure short-term sales but enhance long-term profitability and innovation [1] Market Dynamics - The decline in smartphone sales is attributed to intensified competition in the mid-to-high-end market, consumer preference for higher-end products, and a weakened motivation for device upgrades, with the average upgrade cycle extending to 30 months [1][2] - Major brands like Huawei are maintaining growth through a diverse product lineup, while second and third-tier brands face significant survival pressures and are accelerating innovation to break into higher-end markets [2] Pricing and Segmentation - The high-end market (models priced above 6000 yuan) shows resilience, driven by brand loyalty and strong purchasing power among high-end users, becoming a core profit source for manufacturers [2] - The mid-range market (2000 to 4000 yuan) is highly competitive, with brands competing on value, imaging, and performance, while the entry-level market continues to shrink [2] Supply Chain Adjustments - Smartphone supply chain companies are adopting "small batch, multiple batches" inventory strategies to mitigate risks, reducing inventory cycles from eight weeks to four to six weeks [3] - Manufacturers are increasing investment in differentiation, focusing on imaging technology, battery life, and AI features, with brands like vivo and OPPO accelerating the development of innovative products like foldable phones [3] Future Outlook - Despite short-term challenges, the Chinese smartphone market is expected to have long-term growth potential, driven by the commercialization of 5G-A technology and further integration of AI features, which will stimulate new upgrade demands [4] - Analysts predict a moderate recovery in the smartphone market by 2026, with product innovation and differentiated competition being the main themes for future development [5]