Core Viewpoint - The smartphone market is expected to see a seasonal increase in production in the second half of 2025, with a projected quarterly growth of 9% and an annual growth of 7%, reaching 328 million units. However, supply constraints in memory components may impact lower-tier smartphone profitability, potentially offsetting some growth momentum [2]. Group 1: Market Performance - The Chinese market is projected to see a slight annual sales increase of 2%, maintaining a 23% market share as the largest consumer market due to subsidy policies in the first quarter [3]. - India is expected to grow by 2% in annual sales, holding a 13% market share, benefiting from recovering demand [3]. - North America is forecasted to experience a 1% annual sales decline, with an 11% market share, as demand has slowed down in the second half of the year [3]. Group 2: Brand Production Rankings - Samsung leads the market with a production of approximately 63 million units, a quarterly increase of 8%, and a market share of 19% [4][6]. - Apple follows with a production of about 57 million units, achieving its highest third-quarter output ever, and holds a 17% market share [4][7]. - Xiaomi ranks third with nearly 45 million units produced, a quarterly increase of 6%, and a market share of 14% [4][8]. - OPPO produced around 40 million units, with an 8% quarterly increase, benefiting from sales recovery in India and Southeast Asia [4][9]. - Transsion reached a production of over 29 million units, a quarterly increase of 9%, primarily driven by emerging markets in Africa and Asia [4][10]. - Vivo produced approximately 28 million units, with a quarterly increase of over 8%, and its market share is closely trailing Transsion [4][11].

Group 1 - Xiaomi regained the top position in the Southeast Asian smartphone market for the first time since Q2 2021, with a shipment of 4.7 million units and a market share of 19%, reflecting an 8% year-on-year increase [1][4] - Transsion ranked second with a shipment of 4.5 million units and an 18% market share, benefiting from a 17% year-on-year increase due to the launch of new entry-level models [1][4] - Samsung ranked third with a shipment of 4.3 million units and a 17% market share, experiencing a 3% year-on-year decline [2][4] Group 2 - OPPO (excluding OnePlus) ranked fourth with a shipment of 3.5 million units and a 14% market share, showing a 19% year-on-year decline [3][4] - Vivo ranked fifth with a shipment of 2.8 million units and an 11% market share, reflecting a 21% year-on-year decline [3][4] - The total smartphone market in Southeast Asia saw a year-on-year decline of 1%, with total shipments of 25 million units in Q2 2025 [1][4] Group 3 - Xiaomi's performance was attributed to the expansion of its direct and carrier channels, which laid a solid foundation for the scaling of its sub-brands [4] - POCO's shipment increased by over 100% year-on-year, while the high-end Xiaomi 15 series saw a 54% year-on-year growth [5]