Omdia最新研究显示，2025年第四季度，印度智能手机出货量同比下降7%，至3450万部。这一表现反映了节后需求通常放缓的趋势，同时受渠道库 存高企、卢比贬值以及受存储成本上涨推动的价格上调影响，中低端市场购买力减弱。vivo在该季度继续保持领先地位，出货790万部，市场份额 23%，稳居第四季度及全年2025年的榜首。三星以490万部、14%份额位列第二。OPPO（不含一加）以460万部、13%份额超过小米跻身第三。小米 与苹果分别出货420万部和390万部。 2025年，印度智能手机市场出货总量为1.542亿部，同比温和下降1%。整体出货量相对稳定，但市场持续呈现成熟迹象。表现上更加倾向价值驱动策 略：具备严谨产品组合管理、强劲线下执行力和精细库存管控的品牌，普遍优于依赖体量增长的策略。这一转变发生在输入成本上升、消费者支出谨慎 以及换机周期延长的背景下。 Omdia首席分析师Sanyam Chaurasia表示： "2025年第四季度，部分品牌调整了官方最低售价（MOP），以应对不断上涨的零部件成本，尤其是以 LPDDR4为主和价格敏感的机型中。内存价格上升叠加卢比贬值，迫使厂商对新机及滞销机型的定价 ...

Core Insights - India's smartphone market experienced a 3% year-on-year growth in Q3 2025, with shipments reaching 48.4 million units, driven by new product launches and retail incentives ahead of the festive season [1][2][6] Market Performance - vivo led the market with 9.7 million units shipped, capturing a 20% market share, followed by Samsung with 6.8 million units (14% market share) and Xiaomi with 6.5 million units (13% market share) [2][7] - Apple returned to the top five with 4.9 million units shipped, achieving a 10% market share, largely due to demand from smaller tier cities [5][7] Vendor Strategies - Vendors employed aggressive retail incentive programs to boost sales, including cash bonuses, tiered margins, and consumer-facing schemes like zero-down-payment EMIs and bundled accessories [3][4] - vivo's success was attributed to a balanced product portfolio and strong retail programs, while Samsung focused on mid-premium models but faced challenges in the entry-level segment [4][5] Future Outlook - Despite the growth in Q3, the momentum is not expected to sustain into the year-end due to limited organic demand and cautious urban consumer sentiment [5][6] - The overall smartphone demand recovery remains fragile, with urban consumers delaying upgrades amid economic uncertainties, while rural demand has been stable but insufficient to offset urban caution [6]