China’s massive smartphone market saw a slight sales contraction in the third quarter of 2025, with economic uncertainties damping consumer demand despite anticipated holiday boosts.
Global technology research firm IDC reported that total smartphone sales in China reached 68.46 million units between July and September 2025. This figure represents a 0.5% decline compared to the same period in 2024.
Analysts from IDC attributed the dip to a combination of factors. The third quarter is typically the weakest sales period. There were also fewer new product launches and reduced government subsidies aimed at encouraging new smartphone purchases.
Looking ahead, IDC analysts expect a potential rebound in the fourth quarter of 2025. Several manufacturers accelerated flagship product launches, such as Xiaomi’s 17 series in September 2025. The annual 11.11 shopping event is also anticipated to stimulate sales.
However, Arthur Guo, a Senior Research Analyst at IDC, cautioned that the 11.11 event might not significantly boost consumer demand. He cited ongoing economic uncertainty as a key challenge.
Among individual brands, vivo led the market with 11.8 million units sold, securing a 17.2% share. Despite its lead, vivo’s sales dropped 7.8% year-on-year.
Apple followed closely, selling 10.8 million units for a 15.8% market share, marking a modest 0.6% increase. Huawei, a prominent Chinese brand, sold 10.4 million units, taking 15.2% of the market, a 1% decline from the previous year.
Xiaomi recorded sales of 10 million units, representing a 14.7% market share and a 1.7% decrease. OPPO saw a slight gain, selling 9.9 million units for a 14.5% share, up 0.4%. Honor rounded out the top contenders with 9.8 million units sold, an 14.4% share, and a 2.1% drop.