Vivo has reclaimed the pole position in the China smartphone market in Q3 with 11.8 million units shipped, capturing an 18 percent share, according to Omdia.
Huawei ranked second with 10.5 million units and 16 percent, while Apple moved into the top three with 10.1 million units on sustained demand for its latest iPhone lineup.
Xiaomi followed closely with 10.0 million units, and OppoO rounded out the top five at 9.9 million units.
Overall, shipments fell three percent year-on-year as top vendors competed more fiercely in a market showing signs of stabilisation after earlier volatility.
“Although the market has contracted for two consecutive quarters, the narrowing decline indicates that the shipment fluctuations triggered by the government subsidy programme at the beginning of the year are coming to an end, with the market gradually returning to normal,” said Lucas Zhong, Analyst of Omdia.
“A more cautious shipment pace has allowed vendors to maintain healthier inventory levels, paving the way for an active Q4 driven by flagship launches, the Double 11 shopping season, and a potential new round of subsidies,” he added.
Huawei continues its strategic pivot around HarmonyOS 5.0, now pre-installed in its new models. Though facing short-term optimisation challenges, this transition is seen as key to reinforcing its ecosystem competitiveness.
Meanwhile, entry-level models across brands such as Honor, Xiaomi, Vivo, and Oppo have focused on larger batteries and rugged designs to appeal to durability-conscious consumers.
“Chinese consumers remain among the most receptive globally to AI-capable smartphones. The innovation and technological progress seen in mainland China’s market will continue to serve as a valuable reference for domestic brands as they strengthen their product capabilities and AI competitiveness overseas,” said Hayden Hou, Principal Analyst of Omdia.
Entelechy Asia 