Smartphone sales in China fell 5% in the first quarter of 2023 compared to the same period a year earlier, reaching the lowest sales figure for a first quarter since 2014, according to Counterpoint’s Market Pulse service. However, this drop represents an improvement over the double-digit declines seen in previous quarters as the country recovers from the COVID-19 pandemic.
Mobile phone sales in China: Q1 2023
Despite the market downturn, the Apple achieved its highest Q1 share and sales in years. Prices for the iPhone 14 series have been reduced in some channels since February. On the other hand, sales from original equipment manufacturers (OEMs) excluding Apple were down 8% year-over-year as demand remained weak.
vivo and OPPO closely competed for the top spot among Android smartphone makers in the first quarter. To the OnePlus sales increased more of 200% after a high-profile return to the Chinese market.
OnePlus’ rapid expansion into China’s smartphone market following its high-profile return to the market was the highlight of the first quarter. Its sales increased 227% year-over-year in the first quarter, with frequent and even aggressive launches of the OnePlus 11 and OnePlus Ace 2 and Ace 2V models. These models sold well in the Chinese online market, where the cost-effective concept prevails. OPPO is sharing offline retail channel resources with OnePlus.
As Huawei smartphone sales up 41% year-on-year a year from a low base. Its mid-range Nova 10 series and premium Mate 50 series have both gained popularity, although they still cannot support 5G.
Why did Apple sell more?
Apple recorded the largest share of China’s smartphone market, increasing sales by 6% year-over-year in a declining market. Apple’s market share for the first quarter was 19.9%, its highest since 2014, while its sales were also the highest since 2015. Worldwide, 8 out of 10 smartphones sold in 2022 were iPhones. Some retail chains have reduced the iPhone 14 series prices by 600-800 RMB, and some e-commerce sites have offered additional allowances of 800 RMB. These measures quickly accelerated inventory turnover and helped Apple navigate the market downturn.
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Source: Counterpoint
