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二季度中国智能手机市场出货量达6896万部 厂商瞄准“差异化+高端化”突围路径
Zheng Quan Ri Bao· 2025-07-24 16:07
Group 1 - The Chinese smartphone market experienced a decline in shipments in Q2, with Counterpoint reporting a year-on-year decrease of 2.4% and IDC reporting a decline of 4.0%, totaling 68.96 million units shipped [1][2] - Market demand remains weak, and the impact of AI smartphones on market stimulation has been limited, contributing to the decline in shipments [1][2] - Despite the challenges, there are signs of potential recovery in the market due to the restart of the replacement cycle, AI-driven high-end product demand, and accelerated promotional activities [1][4] Group 2 - Leading smartphone manufacturers are adopting different competitive strategies in response to differentiated consumer demand, with Huawei's mid-to-high-end models seeing a 17.6% increase in shipments, raising its market share from 15% to 18.1% [2] - Apple is using significant discounts on the iPhone 16 series to stimulate replacement demand, which may impact the sales of the iPhone 17 in the second half of the year [2] - Vivo and OPPO are focusing on the young and premium markets, with Vivo ranking second in shipments due to strong performance in mid-to-low-end models, while OPPO's OnePlus brand has seen notable growth driven by gaming experience [2] Group 3 - Analysts suggest that smartphone manufacturers need to move beyond price wars and focus on innovation to stimulate consumer potential, indicating a shift from scale expansion to value upgrading in the smartphone market [3] - The integration of AI with smartphones is accelerating, and the upcoming launch of new models in Q3 and the year-end promotional season in Q4 are expected to boost consumer enthusiasm for upgrading [4] - Companies like Huawei and Xiaomi are intensifying their R&D investments, with Huawei optimizing its Harmony OS for AI imaging and Xiaomi developing its own AI chip to enhance computing power [4]