CounterPoint Research released its annual analysis on January 28, 2024, revealing a 1.5% year-over-year (YoY) increase in China’s smartphone sales. The market displayed uneven performance throughout the year, with weaker demand during both Q1 and Q4 compared to 2023 levels. However, sustained growth between Week 5 and Week 36 partially offset these declines, as illustrated in the accompanying market trend chart.
Brand Performance Breakdown:
Huawei emerged as the clear market leader with 36% YoY growth
Xiaomi and vivo achieved moderate gains of 10% and 6% respectively
Apple (-13%), OPPO (-9%), and Honor (-3%) faced declining sales
Government Intervention & 2025 Outlook China’s recent inclusion of smartphones in national consumer subsidy programs aims to stimulate domestic demand, potentially boosting 2025 market performance. However, analysts caution that macroeconomic challenges and persistent consumer spending constraints may temper growth expectations.
Strategic Implications While the 2024 results demonstrate market resilience through Huawei’s ecosystem strategy and localized innovation, the widening performance gap between domestic and international brands suggests intensifying competition. Industry observers recommend monitoring Q2 2025 procurement patterns and subsidy implementation effectiveness before revising market forecasts.
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China Smartphone Market Shows Modest 1.5% Growth in 2024 Amid Polarized Brand Performance
CounterPoint Research released its annual analysis on January 28, 2024, revealing a 1.5% year-over-year (YoY) increase in China’s smartphone sales. The market displayed uneven performance throughout the year, with weaker demand during both Q1 and Q4 compared to 2023 levels. However, sustained growth between Week 5 and Week 36 partially offset these declines, as illustrated in the accompanying market trend chart.
Brand Performance Breakdown:
Government Intervention & 2025 Outlook
China’s recent inclusion of smartphones in national consumer subsidy programs aims to stimulate domestic demand, potentially boosting 2025 market performance. However, analysts caution that macroeconomic challenges and persistent consumer spending constraints may temper growth expectations.
Strategic Implications
While the 2024 results demonstrate market resilience through Huawei’s ecosystem strategy and localized innovation, the widening performance gap between domestic and international brands suggests intensifying competition. Industry observers recommend monitoring Q2 2025 procurement patterns and subsidy implementation effectiveness before revising market forecasts.
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