Omdia最新报告指，2025年第三季度，拉美地区智能手机市场同比增长1%，出货量达到3520万部，为自2015年第四季度以来最高季度出货水平。尽管经 济环境存在不确定性，但谨慎的库存管理和温和的消费需求，使主要厂商的出货量表现出韧性。 三星以1160万部、33%的市场份额排名第一，其低端A系列机型表现强劲，占其整体出货量的68%。 | | 11 75 | | | 1 | 最西哥 | | | | | | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | | 40 | Samsung | 37% | | 40 Samsung | 23% | | | | #1 4 Samsung | 35% | | #2 # | Motorola | 24% | | #2 4 Xiaomi | 18% | | | | #2 (+) HONOR | 21% | | #3 # | Xiaomi | 17% | | #3 4 Motorola | 13% | | | | #3 # Xiaomi | 14% | | #4 # | Apple | 7% ...

Core Insights - The Latin American smartphone market is projected to grow by 1% year-on-year in Q3 2025, reaching a shipment volume of 35.2 million units, the highest quarterly shipment level since Q4 2015 [2] - Major manufacturers have shown resilience in shipment volumes due to cautious inventory management and moderate consumer demand despite economic uncertainties [2] Market Performance - Samsung leads the market with 11.6 million units shipped, capturing 33% market share, with its low-end A series models accounting for 68% of its total shipments [2] - Xiaomi follows in second place with 6.3 million units (18% share), while Motorola ranks third but has seen a decline for six consecutive quarters, with a year-on-year drop of 11% [2] - Honor ranks fourth, achieving a new shipment high of 2.9 million units for the third consecutive quarter, driven by growth in the Caribbean, Colombia, and Ecuador, which now account for over 40% of its total shipments [2] Regional Insights - The recovery in the region is attributed to growth in key markets like Brazil and Central America, with Brazil holding a 29% share and a shipment volume of 10.3 million units (5% year-on-year growth) [4] - In contrast, Mexico, the second-largest market, saw a shipment volume of 7.4 million units (21% share), down 11% year-on-year, marking the fourth consecutive quarter of decline [4] - The demand for low-end devices remains strong in Brazil and other markets, while Colombia and Chile show signs of recovery due to improved economic conditions [4] Price Segment Analysis - Despite overall market growth, the segment below $300, which accounts for 71% of total shipments, declined by 2% due to ongoing inventory pressures and stagnant consumer demand [5] - This decline is offset by a robust 20% year-on-year growth in the high-end segment (above $500), leading to an 8% increase in average selling price (ASP) in Q3 2025 [6] - Brands like OPPO, Xiaomi, Honor, vivo, and realme are intensifying their efforts to solidify their positions in this high-margin segment [6] Strategic Insights - The increase in high-end market shipments reflects manufacturers' efforts to maintain market share and enhance brand positioning amid saturation in the low-end market [8] - Companies are focusing on improving ASP, enhancing ecosystem profitability, and strengthening customer loyalty as key strategies for sustained financial health [8] - Omdia forecasts that the Latin American smartphone market will remain stable in 2025, with an estimated annual shipment volume of approximately 137 million units, although pressures for 2026 are emerging due to rising costs of memory and storage [8]