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数据机构:荣耀份额下滑近一成,苹果销量降 6%,vivo 重回中国手机市场销冠
Yang Zi Wan Bao Wang· 2025-09-19 07:06
值得关注的是,荣耀在报告期内份额下滑近一成,成为拖累整体市场的因素之一(三季度前八周中国智 能手机总销量同比降 2%)。就在 9 月 12 日,荣耀启动中国区 10 省份线下零售渠道改革试点,取消原 有 "国包" 模式:黑龙江、吉林等 5 省由厂家直接供货,浙江、北京等 5 省市由深圳爱施德承接 "省包" 职能,同时伴随人员与组织架构调整,此举或为应对市场份额下滑、优化渠道效率的重要举措。 对于后续市场走势,Counterpoint 预测,受消费需求疲软、新品发布空窗期影响,三季度中国智能手机 市场将环比下跌 3%-5%;不过全年表现预计与去年持平,行业在存量竞争中加速分化,头部厂商的产 品力与渠道调整将成为关键竞争焦点。 华为则依靠供应链优化与中端市场发力,实现 2% 的同比增长。近期推出的 Nova 14 系列延续了 Nova 13 系列的热销势头,自 5 月上市后持续走俏;同时,Mate 70 系列等老款高端旗舰仍保持强劲市场表 现,双重助力下,华为市场排名稳步攀升。 与国产厂商的增长形成对比的是苹果的下滑。报告显示,苹果三季度前八周销量同比下降 6%,市场份 额也减少 1 个百分点。这一跌幅超出新旗舰 ...
Counterpoint 2024 年 Q4 各地区智能手机市场数据报告
Counterpoint Research· 2025-03-14 05:18
Global Smartphone Market Overview - The global smartphone market remained flat in Q4 2024 but achieved a 4% growth for the year, driven by increases in the Latin America and European markets [4] - Apple led the global smartphone market with a 23% market share in Q4 2024, followed by Samsung at 16% [4] - Xiaomi ranked third with a 5% year-on-year increase in shipments, while Vivo saw a 13% increase, making it the fastest-growing brand among the top five [4] - OPPO experienced a 3% decline in shipments year-on-year but performed well in China, Latin America, and Western Europe [4] - In the 5G segment, Apple held a 32% market share, with Samsung at 16%, while Xiaomi was the fastest-growing brand in this category with a 33% year-on-year growth rate [4] India Smartphone Market - The Indian smartphone market achieved a record high revenue in 2024, with a 9% year-on-year growth [7] - Apple ranked first in market revenue for the second consecutive year and entered the top five in shipments for the first time in Q4 2024 [7] - Vivo became the leading brand in terms of shipments for the first time in the fiscal year 2024 [7] - Three-quarters of smartphones shipped in 2024 supported 5G technology, with the iPhone 15 being the top-selling model in Q4 2024 [7] China Smartphone Market - China's smartphone sales declined by 3.2% year-on-year in Q4 2024, marking the only quarter of year-on-year decline for the year [8] - Despite the decline, the overall smartphone sales in China grew by 1.5% year-on-year for the entire year, with Vivo maintaining the top market share at 17.8% [11] US Smartphone Market - The US smartphone sales decreased by 3% year-on-year in Q4 2024, primarily due to weak performance in the sub-$300 market [10][12] - High-end smartphones priced at $600 and above saw a 4% year-on-year increase in sales [12] - The iPhone 15 outperformed the iPhone 16 series in terms of sales growth since its release [12] European Smartphone Market - The European smartphone market experienced growth for four consecutive quarters, the first time since Q1 2017 [15][16] - Apple achieved year-on-year growth despite a slow start for the iPhone 16, while Realme and HONOR showed strong performance in Western Europe [16] Indonesia Smartphone Market - Indonesia's smartphone shipments grew by 7% year-on-year in 2024, driven by positive marketing during shopping seasons and the Eid festival [18] - Xiaomi's shipments increased by 24% due to a broader product range and expansion of offline channels [18] - The shipment of 5G smartphones in Indonesia rose by 36% year-on-year, reflecting the growing presence of mid-range 5G devices [18] Japan Smartphone Market - Japan's smartphone sales grew by 7% year-on-year in 2024, supported by economic recovery [20] - Apple continued to lead the high-end market, although its overall sales declined by 3% due to weak demand for older models [20]
Counterpoint 2024 年 Q4 各地区智能手机市场数据报告
Counterpoint Research· 2025-03-14 05:18
2024 年 Q4 全球智能手机市场总结 数据来源:Counterpoint Research 市场监测服务 全球智能手机市场份额 Q2 2023 - Q4 2024 尽管 2024 年 Q4 全球智能手机市场整体持平,但全年仍实现 4% 的增长,主要得益于加勒 比和拉美以及欧洲市场的增长。 苹果以 23% 的市场份额领先 2024 年 Q4 全球智能手机市场,三星以 16% 的份额位居第 二。 小米排名第三,出货量同比增长 5%,而 vivo 同比增长 13%,成为 2024 年 Q4 前五大品牌 中增长最快的品牌。 OPPO 在 2024 年 Q4 出货量同比下降 3%,但在中国、拉美和西欧市场表现良好。 在 5G 细分市场,苹果以 32% 的市场份额占据全球领先地位,三星以 16% 紧随其后。 在前五大品牌中,小米以 33% 的同比增长率成为 5G 领域增长最快的品牌,主要受中国、 印度和俄罗斯市场的强劲需求推动。 低成本 5G 机型的普及以及 GenAI 在中低价位段的渗透,将成为 2025 年需要关注的关键趋 势。 OPPO 自 Q3 2021 起包含 OnePlus 扫码跳转 阅读全文 Count ...