Core Insights - The overall smartphone sales in China declined by 2.7% year-on-year in Q3 2025, attributed to weak consumer demand influenced by the summer vacation and back-to-school season [1] - Vivo leads the market with an 18.5% share despite a 5.9% drop in sales, while Honor experienced the largest decline, with its market share falling to 14.4% [1] - Huawei maintained a stable market share of 16.4% with a slight sales decrease of 2.6%, supported by the Nova 14 series despite challenges with its HarmonyOS [2] - OPPO showed a recovery with a 2.1% year-on-year growth, driven by the stable performance of the Reno 14 series and its sub-brand OnePlus [4] - Xiaomi achieved a 1.1% increase in sales, bolstered by the REDMI Note 15 and K80 series, and its new Xiaomi 17 series has gained traction in the high-end market [4] - Apple’s market share rose to 13.6% with a 2% sales decline, maintaining strong competitiveness in the high-end segment due to the iPhone 17 series [5] - Despite the overall market downturn, smartphone sales in China grew by 11% year-on-year in the first two weeks of October, indicating a positive start to Q4 [7] Company Summaries - **Vivo**: Holds the top market share at 18.5%, with a 5.9% decline in sales; successful in mid-range and entry-level segments with models like S30 and Y500 [1] - **Honor**: Experienced the largest sales drop of 8.1%, with challenges in product innovation and brand positioning, despite some success in the entry-level market with the X70 series [4][2] - **Huawei**: Maintained a stable market share of 16.4% with a 2.6% sales decline; the Nova 14 series performed well, but the HarmonyOS's development is still ongoing [2] - **OPPO**: Achieved a 2.1% growth in sales, with the Reno 14 series contributing to its recovery [4] - **Xiaomi**: Recorded a 1.1% increase in sales, with the new Xiaomi 17 series enhancing its presence in the high-end market [4] - **Apple**: Increased market share to 13.6% with a 2% sales decline; the iPhone 17 series continues to perform well in the high-end market [5]

Core Insights - The Chinese smartphone market experienced a year-on-year decline of 2.7% in Q3 2025 due to economic slowdown and reduced demand [5][4] - OPPO achieved the highest year-on-year growth rate among major OEMs, driven by strong demand for its sub-brand OnePlus [6][5] Market Performance - The overall smartphone sales in China decreased by 2.7% in Q3 2025, influenced by ongoing economic factors such as the summer vacation and back-to-school season [5][4] - Vivo's market share fell to 18.5% amid intensified competition, yet it maintained a leading position with a diverse product line [5][6] - Huawei's high-end Mate 70 and Pura 80 series saw lower sales compared to previous models, while the Nova 14 series continued to perform well [5][6] Brand Analysis - OPPO's growth of 2.1% was attributed to stable sales of the Reno 14 series and strong performance from OnePlus, particularly the Ace 5 and 13 series [6][5] - Xiaomi recorded a year-on-year growth of 1.1%, supported by the Redmi Note 15 and K80 series, with the recently launched Xiaomi 17 series receiving positive market feedback [6][9] - Honor's X70 series stood out in the entry-level market, but the brand's overall sales declined by 8.1% [6][5] Apple Performance - The iPhone 17 series outperformed the iPhone 16 series in initial sales, with the base model being particularly popular due to its competitive pricing [7][11] - Apple's pricing strategy has increased pressure on high-end Android brands, with expectations of intensified competition in Q4 [7][11] - The iPhone 17's sales in September were nearly double that of the iPhone 16 during the same period last year, indicating strong market demand [11][9]

Group 1 - The Chinese smartphone market experienced a 2% year-on-year decline in sales during the first eight weeks of Q3 2025, primarily due to significant drops in sales from vivo and Honor [1] - Counterpoint forecasts a slight decline in the Chinese smartphone market for Q3 2025, with overall performance expected to remain stable for the year [1] - OPPO and Huawei benefited from increased consumer preference for mid-to-high-end products, as promotional activities and national subsidy policies intensified competition in the mid-range market [1] Group 2 - OPPO emerged as the fastest-growing manufacturer, with its Reno14 series gaining popularity due to its flagship features at a mid-range price, making it one of the best-selling flagship phones in China [3] - Huawei maintained growth through an expanding product portfolio, with the Nova14 series continuing the strong performance of the Nova13 series since its launch in May, alongside the sustained success of older flagship models like the Mate70 series [3] - Honor faced significant challenges, experiencing the largest market share decline among major OEMs due to ongoing adjustments in its channel strategy [3]