On November 7, International Data Corporation (IDC) released its latest quarterly mobile phone tracking report, revealing that in the third quarter of 2025, China’s smartphone shipments reached approximately 68.46 million units, marking a 0.5% year-on-year decrease and continuing the downward trend. This quarter has traditionally been a period of sluggish sales, characterized by a limited number of new product launches and tighter implementation of the “national subsidy” policies. As a result, consumers have become more cautious and rational in their spending decisions.

From mid-to-late September, a plethora of annual flagship smartphones from various brands were rolled out ahead of schedule. Market analysts anticipate an improvement in performance during the early part of the next quarter. Nevertheless, given that a significant portion of consumer demand was already met in the first half of the year, even with the “Double 11” (Singles' Day) shopping promotion, it is expected to be challenging to spur additional consumption.