1. Market overview
According to the latest data from research agency Canalys, in the fourth quarter of 2023, the mobile phone market in Chinese mainland shipped 73.9 million units, down 1% year-on-year. The market is weakening, but the competitive landscape is quietly changing.
Second, brand performance
1Apple: Ranked first with 17.5 million units shipped, accounting for 24% of the market share. In the quarter, Apple's performance in the Chinese market was solid, and the iPhone 14 series continued to be favored by consumers.
2 Honor: Ranked second with a market share of 16%, with shipments of 11.7 million units. Honor has won the recognition of consumers by launching a variety of mid-to-high-end models, as well as continuous investment in marketing and channel construction.
3vivo: With shipments of 11.3 million units, it rose to third place. With its deep cultivation in the low-end market and good user reputation, vivo has achieved steady growth in market share.
4 Huawei: Become the biggest dark horse in the domestic mobile phone market in the fourth quarter of 2023. With flagship models such as the Mate 60 Pro, Huawei's shipments soared 47% year-on-year, returning to the top five list, ranking fourth. Through innovative features such as self-developed Kirin chips and satellite calls, Huawei has enhanced its brand competitiveness and begun to expand into the mid-range market.
5 Xiaomi: Maintained its fifth place with 9.5 million units shipped. Xiaomi's new digital series products have achieved outstanding performance in the fourth quarter, but in the face of fierce market competition, Xiaomi still needs to strengthen brand building and product differentiation.
3. Market outlook
With the return of Huawei and the growth of market share, the domestic mobile phone market will usher in a new round of fierce competition. In the future, the competition between brands will be more intense, and the pattern of market share will also change. Brands need to innovate and improve quality and service to meet consumer demand and gain market share. At the same time, with the popularization of 5G technology and the expansion of application scenarios, the smartphone industry will usher in more development opportunities and challenges.