China’s smartphone sales hit the lowest level since 2012

Android smratphones June 2023

Counterpoint Technology Market Research assessed the balance of power in the Chinese smartphone market in the second quarter of this year: sales have declined significantly, and Vivo holds the first place.

It is estimated that approximately 60 million smartphones were sold in China between April and June inclusive. This is 14.2% less compared to the second quarter of 2021.

Thus, the local market reached a minimum in almost ten years: sales were below this figure only in the fourth quarter of 2012.

Commenting on the Chinese smartphone market’s performance, Senior Analyst Ivan Lam said, “China’s economy merely grew 0.4% YoY in Q2 2022, lower than the market expectation of 0.8%-1%. During this period, major cities across China, including financial and manufacturing hub Pan-Shanghai, went through full or partial lockdowns. The hardest hit was the services sector, which fell into contraction territory, from 4% YoY growth in the first quarter to 0.4% in the second quarter. The deepest decline occurred in April’s consumption data, with total retail sales of consumer goods falling 11.1% YoY. Weak consumer sentiment combined with the high smartphone penetration rate in China resulted in poor Q2 performance of smartphone sales.”

In Q2 2022, Smartphone Sales in China Hit a New Low Record

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The leader in the quarter, as already noted, was Vivo: its share was 19.8% against 21.1% a year earlier. In second place is the Honor brand, which dramatically increased sales: over the year, the share increased from 7.7% to 18.3%. Oppo closes the top three with a score of 17.9% against 22.0% a year earlier.

Apple is in fourth place in the ranking: the share of iPhone in China increased from 14.1% to 15.5% over the year. This is followed by Xiaomi, Huawei and Realme; which, according to the results of the last quarter, occupied 14.9%, 6.9% and 2.4% of the Chinese smartphone market, respectively.

Lam added, “Smartphone sales rose during the 618 e-commerce promotion period; and with the gradual lifting of lockdowns in major cities. However, the sales during this promotion period were still down around 10% YoY. Given the low sales volume number for Q2 2022, we expect smartphone sales to rebound in the next quarter. At the same time, with the demand continuing to be underwhelming; due to weak consumer sentiment and lack of new innovations; it is going to be very hard to make the situation better; in the second half when compared to last year.”

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