2025年，手机行业供应链上游元器件成本上涨，用户换机欲望持续走低、换机周期拉长，AI眼镜等 新兴硬件产品层出，充满了不确定性。 但相比手机行业历史上的诸多时期，当前变局之下，挑战固然存在，但对于企业来讲，也是开辟新局 的机遇所在。 第三方数据显示，2025年，vivo以4635.7万台蝉联中国手机市场激活量冠军；以1.053亿台出货量， 同比增长4%的成绩，拿下全球市场8%的份额，以第四名的成绩成为全球前五名中唯一实现出货量正 增长的中国品牌。 大变局时代，行业处于创新突破前夜，厂商身在存量博弈的深水区，增长即是此消彼长。那么，vivo 能够保持增长的秘密是什么？ 2月3日，vivo在广东东莞全球总部召开了2025线上年会暨创新颁奖盛典。vivo创始人、总裁兼首席 执行官沈炜发表了主题为《2026，笃心笃行》的新年致辞。沈炜提出了深耕用户导向，让用户导向 成为组织核心能力，"择其不为"与"进而有为"的辩证关系等一系列观点。 沈炜的观点中藏着vivo增长的哪些秘密？与过去相比，这家公司在认知上有了怎样的成长？这些对整 个行业有什么借鉴意义？这是我想要洞悉的关键。 "用户导向"的方法论 在沈炜近期为数不多的公开 ...

技术只是底层建筑，从沈炜的表述中可以看到，vivo一直坚持"回到用户的体验和感受，共鸣于用户的喜怒哀乐"。在X数字系列中，vivo X300系列回归用 户痛点——外出旅行时想拍出大片，却苦于缺乏专业设备或设备过于笨重。为此，该系列配备了2亿像素的长焦主摄，并通过硬件与算法的一体化升级， 全面提升全焦段拍摄能力，让用户随时随地都能高品质地记录旅途中的精彩故事。 这一成果并非偶然，而是长期深耕"因"的必然结果——技术积累、用户洞察与工程落地能力的系统性融合。而vivo在三十周年之际发布的首款MR产品vivo Vision探索版，让这个"果"往前更进一步。技术上，vivo把影像科技从2D体验升维到3D空间感知，让用户可以在游戏、娱乐、办公的时间里可以切换到可 交互、沉浸式的巨幕体验。而且在硬件体验上，vivo首先想的不是如何炫技，而是解决问题。针对前期调研用户反馈的"太沉、太闷、太封闭"的普遍感 受，vivo把一款需要大量算力、电池、构件模组的vivo Vision做到了接近蓝牙头戴耳机的重量，"轻松上头"这句朴实的感受，背后是大量对用户的思考。 以本分做基石， " 埋头种因 " 当前，全球新一轮科技革命和产业变革 ...

vivo在不确定性中寻找确定性。 新年关口将至，中国手机市场的竞争要比过年情绪更加焦灼。 IDC在1月公布的数据显示，2025年，中国智能手机市场出货量达到2.85亿台，同比微降0.6%。市场见顶的背后，暗示了一种 " 不进则退 " 的竞争状态。 尤其是前五大手机厂商的份额都在 15%以上，而第一名与第五名的出货量仅有三百多万台。在这个 红海市场，一直讲究 " 行稳致远 " 的 vivo， 也开始 探索 智能终端的未来 形态与影像 科技 的边界。 vivo的底气在哪里？2月3日，vivo创始人、总裁兼首席执行官沈炜发表的《2026，笃心笃行》给出了答案。沈炜没有大谈市场格局的切换，反而抛出了一个 值得所有人深思的命题： 让用户导向成为组织核心能力。 "意识不等于能力，共识不等于结果" ，在沈炜看来， vivo要 把用户导向从意识上的重视，转化为可复用、可沉淀的系统化洞察、认知与践行体系。 这种 " 向内进化 " 带了一种新的思考。因为在 充分竞争 的手机行业， "以用户为中心"早已成为一句反复使用的口号。然而走过三十岁的vivo，却要做一件 更难的事——把共识变成能力，把理念变成一种如同呼吸般的组织本能。 不 ...

不知道大家有没有发现，这个周六可能是进入2026年之后最消停的一个周六。因为各品牌基本上都没什么大 事，大家都选择了休息。不过没大事也有小事发生。 1、雷军突然宣布又要搞直播 2、荣耀新品大曝光 来自行业人士"数码闲聊站"的消息显示，荣耀接下来会上轻薄本以及性能本。其中他猜测轻薄笔记本预计与荣 耀Magic V6一起发布，同期还有个平板。且他给出了荣耀新轻薄本的核心参数，大家自己看图就可以。可以讲 现在的荣耀正一点一点的恢复属于自己的荣耀。在2026年W3周已经重返国内前五，且在2026年全球市场荣耀是 同比增长最快的品牌，整体排名第七位。按这个速度发展下去，荣耀极有可能冲进全球前五的。关键是近一段 时间荣耀的新机受欢迎程度都不错，不信大家可以查询一下相前的数据。 雷军讲2月1日晚8点，我打算在北京小米汽车工厂实验室做一场直播，带大家参观一下部分实验室。这是一个科 普直播，帮助大家了解小米新一代SU7的研发过程，顺便聊聊最近几件小米汽车比较热门的事，比如 GT7、二 手车保值率等。 这个真是一点点征兆都没有，雷军年度第三次直播就来了。且这一次主要是以科普为主要目 的，同时回应最近关于小米汽车的一些热点话题。看 ...

中国智能手机市场的座次排位，又发生了较大的变化。 据IDC数据，2025年，中国智能手机市场出货量2.85亿台，同比微降0.6%。存量竞争中，华为市场份额时隔多年后重新登顶。 | | | 2025年中国前五大智能手机厂商 | 出货量、市场份额、同比增幅 | | | | --- | --- | --- | --- | --- | --- | | 厂商 | 2025年 出演量 (单位:百万台) | 2025年 市场份额 | 2024年 Haract (单位:百万台) | 2024年 市场份额 | 同比增幅 | | 1. Huawei | 46.7 | 16.4% | 47.6 | 16.6% | -1.9% | | 2*. Apple | 46.2 | 16.2% | 44.4 | 15.5% | 4.0% | | 2*. vivo | 46.1 | 16.2% | 49.3 | 17.2% | -6.6% | | 4. Xiaomi | 43.8 | 15.4% | 42.0 | 14.7% | 4.3% | | 5. OPPO | 43.4 | 15.2% | 42.5 | 14.8% | 2.1% | | ...

智东西 虽然与2020年巅峰时期体量相比尚有差距，但历经五年摸爬滚打逆势前行，华为手机是实实在在地回来 了，在中国市场重回榜首。 | 厂商 | 2025年 | 2025年 | | --- | --- | --- | | | 出货量 | 市场份额 | | | (单位:百万台) | | | 1. Huawei | 46.7 | 16.4% | | 2*. Apple | 46.2 | 16.2% | | 2*. vivo | 46.1 | 16.2% | | 4*. Xiaomi | 43.8 | 15.4% | | 4*. OPPO | 43.4 | 15.3% | | | 2020年全年 HS& | 2020年全年 | | | (单位:自同台) | 市场份额 | | 1.华为 | 124.9 | 38.3% | | 2. vivo | 57.5 | 17.7% | | 3. OPPO | 56.7 | 17.4% | | 4. 小米 | 39.0 | 12.0% | | 5. Apple | 36.1 | 11.1% | ▲2025年、2020年华为全年手机出货量及市场份额，来源：IDC 随着芯片供应逐渐稳定 ...

Core Viewpoint - The article emphasizes the competitive landscape of the smartphone industry, highlighting Guangdong's dominance as a major manufacturing hub and innovation center, with significant contributions from local brands like Huawei, OPPO, vivo, and Honor [1][13]. Industry Overview - Guangdong is recognized as the most important smartphone industry cluster in China, leading in scale, production, and export, with one in three smartphones sold globally originating from this region [13]. - The smartphone market is characterized by rapid technological advancements and intense competition, with major players continuously innovating to maintain their market positions [1]. Company Highlights - **Huawei**: Utilizes its advanced Kirin chips and Kunlun glass, with the HarmonyOS enabling seamless connectivity. In 2025, Huawei's smartphone shipments reached 4.67 million units, capturing 16% of the market share in China [3]. - **OPPO**: Focuses on imaging, AI, communication, and fast charging technologies. By November 2025, the global activation of the OPPO Reno series surpassed 10 million, and the Find X9 series sold over 1 million units within 10 days of its domestic launch [5]. - **vivo**: Specializes in professional imaging technology, launching the X300 series with a focus on high-quality mobile photography. Currently, vivo serves over 100 million users globally [7]. - **Honor**: Launched the Honor Power2 in January 2026, featuring a 10,080mAh battery to address battery life concerns. In 2025, Honor's smartphone shipments exceeded 71 million units, with over 30% of sales coming from international markets [9]. Technological Evolution - Over the past 30 years, Guangdong's smartphone technology has evolved from self-developed feature phones to the emergence of autonomous brands in the smartphone era, achieving breakthroughs in fast charging, imaging, full-screen displays, and 5G technology [16].

Core Insights - The global smartphone market experienced a 2.3% year-on-year growth in Q4 2025, reaching 336.3 million units, with total shipments for the year at 1.26 billion units [1] - In China, smartphone shipments in 2025 were approximately 285 million units, a decline of 0.6% year-on-year, with Huawei regaining the top position in market share [1] - The smartphone industry is expected to face challenges in 2026, including rising costs and market share pressures, leading to potential reshuffling among domestic manufacturers [1] Market Performance - Huawei led the Chinese smartphone market in 2025 with shipments of 46.7 million units, followed closely by Apple and Vivo with 46.2 million and 46.1 million units, respectively [1] - The top five manufacturers (Huawei, Apple, Vivo, Xiaomi, and OPPO) accounted for 79.4% of the total market share in China, indicating intensified competition [1] Market Trends - Mid-to-high-end brands dominated the shipment rankings, reflecting a trend towards increased market concentration and consumer willingness to pay for differentiated experiences [2] - The storage market is expected to see price increases of 40% to 50% in Q1 2026, further impacting the cost structure of smartphone manufacturers [2] Strategic Responses - Apple is adopting a "more quantity for less price" strategy, while Chinese manufacturers are targeting the ultra-high-end market with new product launches [3] - Companies are reducing shipments of low-end models to maintain profitability amid rising costs [3] Innovation and Growth - The integration of artificial intelligence into smartphones is becoming a key focus for manufacturers, with new models emphasizing AI capabilities as core selling points [4] - Companies like Huawei, Vivo, and Xiaomi are investing in AI and collaborating with internet giants to establish differentiated advantages in the AI ecosystem [4] Industry Adaptation - The Chinese smartphone industry is adjusting to export market fluctuations by establishing overseas factories and transitioning to high-tech, high-value core segments [6] - The resilience of the Chinese smartphone market is evident in its shift from pursuing scale benefits to exploring technological advantages [6]

Core Insights - The article highlights the transformation of Dongguan from a "world factory" to a "city of manufacturing aesthetics," showcasing the integration of design and manufacturing to enhance product value and quality [2][5][9] Group 1: Event Overview - The program "Aesthetic Journey of Dongguan Manufacturing" was broadcasted across various media platforms, featuring brands like OPPO, vivo, and Marco Polo, emphasizing the aesthetic value of Dongguan manufacturing [2] - Well-known host Sa Beining served as the "chief curator," engaging in challenges that explored the city's evolution in manufacturing aesthetics over a 120-minute live stream [2][3] Group 2: Design and Innovation - The event included discussions on "the beauty of design" and "the beauty of concepts," with examples such as Marco Polo tiles reflecting local culture and OPPO's innovative phone designs [3][5] - Dongguan's industrial ecosystem supports over 60,000 products across 34 categories, with a significant focus on precision manufacturing and smart robotics [5][8] Group 3: Strategic Goals - The city aims to implement a strategy centered on "intelligent and creative products" and "harmonious living," which reflects a commitment to merging industrial aesthetics with humanistic values [8] - The local government has outlined nine major actions to kickstart the "14th Five-Year Plan," focusing on enhancing both product design and cultural narratives [8] Group 4: Market Positioning - Dongguan is recognized as a major hub for various products, including one-quarter of the world's animation derivatives and 85% of China's trendy toys, indicating its significant role in the global market [8] - The narrative emphasizes that the evolution of manufacturing in Dongguan is not just about functionality but also about creating emotional connections and stories through products [8][9]

Core Viewpoint - The Chinese smartphone market in 2025 is experiencing a shift from a "quantity" competition to a "quality" battle, driven by fierce competition and changing consumer behavior [5][9]. Market Performance - In the first half of 2025, the market was pessimistic due to saturation and rational consumer decisions, but by the fourth quarter, smartphone sales increased by 11% year-on-year, with Apple iPhone sales up by 29% [6][7][8]. - The top five smartphone manufacturers in Q3 2025 saw a slight decline in overall shipments, with a total of approximately 68.4 million units shipped, down 0.6% year-on-year [13][14]. Competitive Landscape - The competition is characterized by a struggle within a defined market boundary, with limited growth opportunities and increasingly difficult user acquisition [11][12]. - Vivo led the market with 11.8 million units shipped, followed closely by Apple with 10.8 million units, and Huawei with 10.4 million units [14]. Strategic Shifts - Apple adopted a disruptive strategy of "increasing volume while lowering prices," significantly impacting the mid-to-high-end market of domestic brands [15]. - Domestic brands like Xiaomi and OPPO are focusing on high-end markets, launching products priced above 6000 yuan to differentiate themselves [17]. Technological Evolution - The focus of competition has shifted from hardware specifications to user experience, particularly in imaging technology, where brands are emphasizing software capabilities over mere hardware [19][20]. - AI technology is becoming a practical solution in smartphones, with features like automatic scene recognition and enhanced photography being integrated into devices [22]. User Experience Innovations - New features addressing specific user pain points, such as motion sickness modes, are emerging, reflecting a deeper understanding of consumer needs [23]. - The average smartphone replacement cycle has extended from 24 months in 2020 to 36 months in 2024, indicating a shift in consumer behavior towards longer device usage [25]. Future Directions - The smartphone industry is expected to rely more on internal innovation and structural changes, with major players moving towards vertical integration to enhance product differentiation and profit margins [26]. - The foldable smartphone market is evolving, with multiple manufacturers entering, suggesting a potential for new applications and high-value markets [26]. Conclusion - The 2025 smartphone market represents a duality of challenges and opportunities, with competition now focused on enhancing user experience and addressing specific pain points, indicating a need for brands to build emotional connections with consumers [27][28].