Fueled by the country's subsidy policies for consumer goods and local brands intensifying competition through innovative designs and AI-powered features, China's smartphone market is poised for a mild rebound in 2025, according to an industry analysis by market research company Omdia.

Smartphone shipments in the Chinese smartphone market declined by 3 percent year-on-year in the third quarter of 2025, according to the Omdia report. However, Vivo reclaimed the top spot with 11.8 million units and an 18 percent market share. Huawei followed closely with 10.5 million units (16 percent market share), while Apple rose two places to third, shipping 10.1 million units. Xiaomi and Oppo secured the fourth and fifth positions with 10 million and 9.9 million shipments, respectively.

Analysts note that Chinese manufacturers are focusing on differentiated innovations in aesthetics, battery life, and camera systems to enhance user experience and retain local consumers. The integration of advanced AI capabilities remains a key growth driver.

Reflecting this trend, Vivo recently launched its S50 series smartphones, boasting strong photography functions. The move is part of Vivo's broader efforts to hone its imaging expertise and appeal to younger demographics.