China's Smartphone Market Share Unveiled: Huawei Remains Top Dog, Xiaomi Surges, Apple Continues to Decline (Week 4)

China's Smartphone Market Share Unveiled: Huawei Remains Top Dog, Xiaomi Surges, Apple Continues to Decline (Week 4)Last week, "Wisdom Chip Insider" released the domestic smartphone brand rankings for Week 4 (January 20-26), but didn't disclose specific market share data. This was the first week of the national subsidy policy, making the brands' performance under this policy a key focus

China's Smartphone Market Share Unveiled: Huawei Remains Top Dog, Xiaomi Surges, Apple Continues to Decline (Week 4)

Last week, "Wisdom Chip Insider" released the domestic smartphone brand rankings for Week 4 (January 20-26), but didn't disclose specific market share data. This was the first week of the national subsidy policy, making the brands' performance under this policy a key focus. Industry insiders eagerly awaited more detailed figures. "RD Observation" fulfilled this expectation on February 7th by publishing the rankings and specific market share data for Week 4.

The data shows Huawei maintained its top position in the domestic market with a 20.2% share, extending its lead to nine consecutive weeks. Xiaomi followed closely in second place with an 18.7% share. Vivo secured third place with a 16.8% share (12.0% for the Vivo brand itself and 4.8% for iQOO). OPPO ranked fourth with a 14.4% share (12.0% for OPPO and 2.4% for OnePlus). Honor held fifth place with a 13.2% share, while Apple came in sixth with 11.8%. Huawei Zhixuan and realme held 1.6% and 0.8% market share respectively.

"RD Observation" also pointed out that the overall market share in Week 4 surged by 73.6% compared to Week 3, with Xiaomi showing the most significant growth. Conversely, Apple's market share continued to decline. The data suggests Xiaomi benefited most from the national subsidy policy in its first week, boasting the best coverage across both online and offline channels. Xiaomi's gap with the leading Huawei is less than two percentage points, while other brands showed relatively weaker performance.

Week 4 data also reveals an interesting phenomenon: excluding sub-brands, Vivo and OPPO held identical market shares. Therefore, their rankings primarily depend on the performance of their sub-brands, iQOO and OnePlus, respectively. Unfortunately, OnePlus underperformed compared to iQOO. More surprisingly, realme's domestic market share fell below 1% after the implementation of the national subsidy policy.

Currently, Honor lags slightly among the top five domestic brands. Industry analysis suggests a complex situation for Honor. Apple, however, was arguably the most affected brand by the new policy's initial rollout, as only a small number of its models qualified for subsidies. This left Apple largely on the sidelines, leading to a continued decline in iPhone sales and a drop to sixth place.

Let's delve deeper into the specific performance of each brand:

Huawei: Maintaining its Leading Position

Huawei's 20.2% market share secured its leading position for the ninth consecutive week, showcasing its strong brand influence and market competitiveness. This highlights Huawei's significant advantages in product development, marketing, and channel building, enabling it to effectively navigate market changes and competitive pressure. Even amidst the market fluctuations caused by the national subsidy policy, Huawei maintained its lead, reflecting its long-term brand strength and user loyalty.

Xiaomi: Strong Growth, Closing in on Huawei

Xiaomi's 18.7% market share, placing it closely behind Huawei, makes it the biggest beneficiary of the national subsidy policy. Its strong growth demonstrates its precise market strategy and efficient channel coverage. Achieving the best national subsidy coverage across online and offline channels allowed Xiaomi to fully leverage the policy's benefits, significantly boosting its market share. The narrow gap with Huawei (less than two percentage points) suggests Xiaomi could further challenge for the top spot.

Vivo and OPPO: Sub-brand Performance as the Deciding Factor

Vivo and OPPO both hold a 12% market share, making them practically equal. The difference in their rankings stems from their sub-brands' performance. iQOO's 4.8% share outperformed OnePlus' 2.4%, giving Vivo a slight edge over OPPO. This underscores the importance of sub-brand strategies and highlights the differences in market positioning and product strategies among these sub-brands.

Honor: Facing Challenges

Honor's 13.2% share, placing it fifth, lags behind the top four. Industry analysis indicates a complex situation requiring further adjustments to its market strategy to enhance competitiveness.

Apple: Continued Decline, Significantly Impacted by Subsidy Policy

Apple's 11.8% share and continuous decline are attributed to the limited coverage of the national subsidy policy, with only a few models eligible. This significantly impacted Apple's sales.

realme: Facing Severe Challenges

realme's market share of less than 1% reveals significant challenges in the domestic market. It needs to reassess its product strategy and market positioning to survive and thrive in this competitive environment.

Conclusion:

Week 4's market data illustrates the intense competition in China's smartphone market. Huawei maintains its lead, Xiaomi is experiencing strong growth, Vivo and OPPO's rankings depend on their sub-brands, while Honor and Apple face distinct challenges. The national subsidy policy significantly impacted the market landscape, with varying levels of success among brands in leveraging its benefits. This led to notable changes in market share. Future competition will likely intensify, requiring continuous innovation and strategic adjustments from all brands to remain competitive.