In the current tech market, smartphones arguably claim the spotlight. Yet, recent media reports revealing China’s smartphone shipments have hit a decade low raise questions about the health of the smartphone market. How should we interpret the performance of the smartphone market?
China Witnesses a Decade Low in Smartphone Shipments?
According to a report by Jiemian News, data from IDC’s latest report shows that for the whole of 2023, China’s smartphone market witnessed a shipment of approximately 271 million units, a 5.0% decrease year-on-year, marking the lowest shipment in nearly a decade.
The good news, however, is a noticeable rebound. In the last quarter of the year, about 73.63 million units were shipped in China’s smartphone market, a slight increase of 1.2% over the same period last year. This marks the first rebound after 10 consecutive quarters of year-on-year decline.
IDC notes that while the market has finally returned to a growth trajectory, its performance falls significantly below expectations. The primary buyers of new devices are from the higher-end demographics in first- to third-tier cities, with better sales concentrated among flagship series of various brands such as Apple’s iPhone 15, Huawei’s Mate 60, Xiaomi 14, and vivo X100, capturing most of the market share. The demand for replacements among the bulk of mid to low-end users has yet to be fully unleashed.
In terms of manufacturers, Apple claimed the top spot in terms of shipments in the domestic market for both the fourth quarter and the full year of 2023. Despite Huawei’s aggressive push, Apple managed to maintain a market share of 17.3% for the year, bolstered by significant discounts through third-party channels and its own promotional efforts. In 2022, vivo led the pack.
Like IDC, other institutions also share an optimistic view. A report by Shanghai Securities News, citing global market research firm Counterpoint’s monthly sales report, shows that the fourth quarter of 2023 saw a recovery from the bottom for China’s smartphone sales, with a year-on-year increase of 6.6%. This marks the first quarterly year-on-year growth after 10 consecutive quarters of decline. Looking ahead to 2024, the institution expects China’s smartphone market to see a low single-digit year-on-year growth, marking a recovery after five years of downturn.
In 2023, despite a year-on-year decrease of 1.4% in smartphone sales in China, the decline significantly narrowed compared to a 13.9% decrease in 2022. Regarding market share, Apple led with a 17.9% share for the year, and vivo emerged as the top domestic brand, securing a 16.9% market share, followed closely by OPPO (16.2%), Honor (15.7%), Xiaomi (14.4%), Huawei (12.1%), and Realme (1.9%).
vivo, seizing the crown among local brands, demonstrated stable performance in the domestic market in 2023. In the last quarter, vivo introduced its leading new products equipped with AI models, such as the X100 and iQOO 12 series, which continue to sell well. Huawei’s new phone, featuring its self-developed 5G chip, has to some extent contributed to the recovery in the fourth quarter of 2023.
Is a Spring Coming for the Smartphone Market?
Given the global backdrop of tech industry developments, the performance of China’s smartphone market is especially noteworthy. With 2023’s data showing a drop to a near-decade low, how should we approach this situation?
First and foremost, the smartphone market’s downturn is the result of dual factors. Lately, the market has indeed shown a consistent downward trend, driven mainly by a lack of innovation and global economic pressures. Innovations in smartphones have slowed, leaving consumers less motivated to purchase new models due to the lack of significant advancements in features or design. Concurrently, economic fluctuations worldwide have affected consumer purchasing power, especially in developing countries, leading to a dip in market demand. Moreover, global economic instabilities have impacted the supply chain, limiting market growth.
However, signs of a market rebound are becoming increasingly evident. Despite the market hitting a decade low, many institutions remain optimistic about its future development. The rebound signs, especially visible in the fourth quarter, suggest the smartphone market is undergoing a cyclic adjustment.
The recovery indicators mean that after years of saturation and slowed growth due to widespread smartphone adoption, the market is poised for a rebound, fueled by technological advancements like 5G.
The improvement in fourth-quarter data also reflects positive factors, such as increased marketing by smartphone companies and an improved global economic environment, which gradually restores consumer purchasing power and increases demand for high-end products. This combined momentum is driving the rebound in the smartphone market.
This suggests that despite global economic fluctuations, the Chinese market retains its resilience and capacity for self-recovery. In response, smartphone manufacturers are actively adapting to market changes by optimizing product lines, enhancing user experience, and exploring new high-end markets, like foldable phones, to stimulate consumer demand.
Internal Innovation and Restructuring in the Industry
Despite Apple’s somewhat lackluster innovation, its brand influence and ecosystem remain significant advantages. Meanwhile, domestic brands like Huawei are making breakthroughs in technological innovation and product development, leading the market. Huawei’s Mate 60 series, for example, has seen innovation in processors and operating systems, earning consumer approval and market share.
Brands like Xiaomi, OPPO, and vivo are also releasing outstanding products, actively expanding their market share. These brands focus on product performance and quality while innovating in design, photography, and battery life to meet the diverse needs of consumers.
Moreover, 5G technology enhances user experiences by offering faster network speeds, lower latency, and improved stability, meeting the demand for high-bandwidth applications like HD video and large-scale gaming. The development of satellite communication technology also provides new growth avenues for the smartphone market, expanding coverage in remote areas and offering more convenient communication methods.
A Hopeful Horizon for the Smartphone Market
Although market growth may slow, the smartphone market’s competitive and innovative edge continues to strengthen. The proliferation of emerging technologies like 5G, AI, and IoT will enhance smartphone functionality and application scenarios, from improved network speeds and lower latencies with 5G to advanced voice recognition and intelligent recommendations through AI.
As the competitive landscape evolves with rapid technological advancements and diversified market demands, new brands and innovative products have the opportunity to shine. This competitive dynamic encourages companies to increase their investment in innovation, offering more distinctive products and services to meet individual consumer needs.
Thus, the future of the smartphone market looks promising. While growth rates may decelerate, the market’s competitiveness and innovative capacity are expected to continue rising, driven by ongoing technological advancements and market evolution.