Core Insights - The overall smartphone market in China is projected to decline by 23% year-on-year in January 2026, primarily due to the high base effect from subsidy policies in early 2025, reduced subsidy intensity in 2026, and the impact of the Lunar New Year on consumer spending [1][3] Group 1: Market Performance - Huawei leads the market with a 19% share but faces a 27% year-on-year decline in sales, influenced by high base effects and underperformance of the Nova series [1] - Apple is the only major brand to achieve growth, with an 8% increase in sales and market share reaching its highest level in nearly five years, driven by the popularity of the iPhone 17 series [3] - Other domestic brands experienced significant declines: Xiaomi (including Redmi) down 36%, vivo (including iQOO) down 29%, OPPO (including OnePlus and realme) down 19%, and Honor down 26% [3] Group 2: Market Dynamics - The decline in sales for many brands is attributed to the "overdraft effect" of the subsidy policy from early 2025, which pulled forward demand due to the timing of the Lunar New Year promotions [3] - Despite the January market slump, there is an optimistic forecast for February, as seasonal consumption during the Lunar New Year is expected to boost sales, providing a critical window for inventory clearance and performance improvement for manufacturers [3]

Counterpoint 数据显示，2026 年 1 月中国智能手机销量同比下降 23%，主要受到去年补贴推动形成的高基数影 响，以及农历新年时间变化的冲击。 尽管销量下降 27%，华为仍以 19% 的市场份额领跑市场，这得益于激进的以旧换新优惠和补贴。 苹果是唯一实现增长的主要品牌，随着 iPhone 17 的热销并符合政府补贴条件，其 1 月市场份额升至五年来新 高。 Counterpoint 数据显示，2026 年 1 月中国智能手机销量同比下降 23%，主要受到去年补贴推动形成的高基数影 响，以及农历新年时间变化的冲击。 尽管销量下降 27%，华为仍以 19% 的市场份额领跑市场，这得益于激进的以旧换新优惠和补贴。 苹果是唯一实现增长的主要品牌，随着 iPhone 17 的热销并符合政府补贴条件，其 1 月市场份额升至五年来新 高。 整体需求依然疲软，但随着农历新年季节性购买到来，预计 2 月销量将有所改善。 2025 年 1 月各品牌市场份额：华为 20%、苹果 14%、OPPO 16%、vivo 17%、小米 16%、荣耀 14%、其他品牌 3%。 2026 年 1 月各品牌市场份额：华为 19% ...