Omdia 研究经理周乐轩（Le Xuan Chiew）表示："入门级智能手机出货量波动性越来越大，管理难度提 升，但仍然是市场份额排名的关键因素。"品牌策略方面，OPPO和vivo更注重价值而非出货量，而荣耀 和小米则通过增加出货量来扩大品牌渗透。例如，荣耀X6c借助更广的渠道覆盖推动销量，使荣耀第三 季度出货量较2024年同期翻倍。 他补充道："经历了2025年上半年市场低迷后，厂商进入下半年时库存水平更健康，预计将采取更积极 的策略，包括提前推出第三季度新品。受内存和存储价格上涨推动的物料成本上升，将对低价设备带来 显著压力。鉴于东南亚市场价格高度敏感，超过60%的智能手机售价低于200美元，这一影响尤为明 显。为了应对成本上升，厂商需要在保持竞争力价格与调整售价、降低硬件成本或缩减营销投入以保护 利润率之间做出权衡。"（旺旺） 【环球网科技综合报道】11月18日，Omdia最新研究数据显示，2025年第三季度，东南亚地区智能手机 市场同比下滑1%，出货量达2560万部，连续第三个季度出现同比下跌。 来源：环球网 ...

Core Insights - The Southeast Asian smartphone market is experiencing a decline, with a year-on-year drop of 1% in Q3 2025, resulting in a total shipment of 25.6 million units, marking the third consecutive quarter of decline [2] Group 1: Market Performance - Samsung leads the region with a shipment of 4.6 million units and an 18% market share, benefiting from a high-end product mix in markets like Thailand, Vietnam, and Malaysia [2] - Transsion follows closely with 4.6 million units and an 18% market share, maintaining slight year-on-year growth [2] - Xiaomi ranks third with 4.3 million units and a 17% market share, driven by a surge in shipments from the POCO series [2] - OPPO holds fourth place with 3.8 million units and a 15% market share, facing significant declines due to weak demand and channel adjustments [2] - Vivo rounds out the top five with 2.9 million units and an 11% market share, supported by the new Y series models [2] Group 2: Brand Strategies - Entry-level smartphone shipments are becoming increasingly volatile, posing management challenges, yet remain crucial for market share rankings [4] - OPPO and Vivo focus more on value rather than sheer volume, while brands like Honor and Xiaomi aim to increase shipments for broader brand penetration [4] - Following a sluggish first half of 2025, manufacturers are expected to adopt more aggressive strategies in the latter half, including early launches of new products [4] - Rising material costs due to increased memory and storage prices will significantly impact low-priced devices, especially in a market where over 60% of smartphones are priced below $200 [4] Group 3: Competitive Landscape - Transsion leads in Indonesia and the Philippines with its cost-effective Infinix and TECNO models, although rising memory and storage costs may threaten its pricing strategy [7] - Samsung maintains a strong position in Thailand and Vietnam, showcasing resilience amid intensified competition, aided by the early launch of the A17 and A07 series [7] - Xiaomi achieved market leadership in Malaysia with the strong release of the Redmi 15, highlighting its capability to accelerate the adoption of 5G devices in the mass market [7]