China's mobile phone market first shipment decline in 2017 2018 market changes will be more intense
In 2017, mainland China saw its first-ever decline in smartphone shipments, marking a significant shift in the world’s largest regional market. According to Canalys, total shipments dropped by 4% compared to 2016, reaching 459 million units. The fourth quarter was particularly challenging, with a more than 14% drop year-over-year, totaling just 113 million units—its worst performance in the same period in history. With a saturated market and fierce competition, the Chinese smartphone landscape is expected to become even more dynamic in 2018.
Huawei, one of the leading players, managed to ship over 24 million smartphones in Q4 2017, its best quarter yet. This success can be attributed to its aggressive expansion into third- and fourth-tier cities. The Nova series and sub-brand Honor played a key role, with Honor accounting for nearly half of Huawei’s total shipments. However, internal competition between Huawei’s sub-brands may pose challenges moving forward.
Looking at the broader market, other major brands also experienced varying levels of growth. Oppo and Vivo saw declines of 16% and 7%, respectively, but still maintained their second and third positions, with shipments of 19 million and 17 million units. Apple finished the year ahead of Xiaomi, which secured fifth place with 13 million units.
Gartner’s Anshul Gupta noted that Huawei, now ranked third globally, continued to expand its market share in 2017. Both Huawei and Xiaomi were among the top five global manufacturers and stood out as rare companies that maintained growth during a tough year. This highlights their strong presence and strategic positioning in an increasingly competitive industry.
Canalys analyst HatTie He pointed out that the saturation of the mainland market could negatively impact local manufacturers, affecting both cash flow and overseas expansion. In 2018, new players like Lenovo and ZTE are expected to refocus on the domestic market, intensifying competition. As a result, market dynamics are likely to shift significantly, with key players actively planning strategies to stay ahead in this evolving landscape.
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