智通财经APP获悉，Canalys最新研究显示，2025年第一季度，东南亚智能手机市场同比下滑3%，为连续五个季度实现年增长后的首次下 滑。三星以430万部的出货量重夺市场第一，占据19%的市场份额。小米(01810)成为前五大厂商中唯一实现同比增长的厂商，出货量同比 增长4%，达400万部，占据17%市场份额，创下自2019年第二季度疫情前高峰以来的最佳排名。 尽管因2024年初新品提前发布导致出货量同比下滑20%，传音仍以15%的市场份额位居第三。OPPO(不含一加)以14%的市场份额位列第 四，但受入门级市场疲软影响，出货量下滑16%。vivo凭借V系列同比增长34%的强劲表现，稳居第五位，市场份额达到12%。 Canalys研究经理周乐轩(Le Xuan Chiew)表示："东南亚智能手机市场在2025年开局表现疲软，同比下降3%。由于厂商在2024年第四季度 节日期间提前备货，以应对潜在的宏观经济风险，导致2025年初库存水平偏高。通胀压力削弱了消费者需求，尤其是入门级和中端市 场，这导致平均售价(ASP)同比增长5%，达到自2023年以来的最高水平，部分原因是由于2024年第四季度一波高端产品的发 ...

Core Insights - The Southeast Asian smartphone market experienced a 3% year-on-year decline in Q1 2025, marking the first drop after five consecutive quarters of growth [1][2] - Samsung regained the top position with a shipment of 4.3 million units, holding a 19% market share, while Xiaomi was the only top five vendor to achieve year-on-year growth, increasing shipments by 4% to 4 million units, capturing 17% market share [1][7] - The average selling price (ASP) rose by 5% to its highest level since 2023, driven by a wave of high-end product launches in Q4 2024, which reduced disposable income for retailers [2][4] Market Dynamics - The decline in the smartphone market is attributed to high inventory levels due to preemptive stocking by manufacturers in Q4 2024, coupled with inflationary pressures that weakened consumer demand, particularly in the entry-level and mid-range segments [2][4] - Manufacturers are advised to maintain flexible product portfolio strategies to adapt to changing market dynamics, as demonstrated by Xiaomi's strategic acceleration of Note series launches [2][5] Competitive Landscape - Honor achieved an impressive 88% year-on-year growth, with shipments reaching 893,000 units, attributed to a diverse product line that mitigated reliance on a single market segment [2][5] - Samsung's focus on enhancing product value and deepening partnerships with telecom operators has led to a 47% year-on-year increase in shipments of its 5G A series, aiding its transition towards a higher-end product line [2][5] Regional Insights - Vietnam is emerging as a key beneficiary of regional supply chain shifts, supported by stable governance and improved infrastructure, making it an attractive location for long-term smartphone production investments [5] - Other Southeast Asian countries like Malaysia, Indonesia, and Thailand are also enhancing their roles in the smartphone value chain, leveraging local advantages in semiconductor and battery production [5]