Shipments of smartphones in China last year fell to 285.8 million units, according to data from research company IDC. On a year-on-year basis, the figure fell by 13.2% and fell below the 300,000 mark for the first time in a decade. The decline in demand was influenced by tight restrictions under the “zero-tolerance” COVID-19 policy and slowing economic growth in the country.

In the fourth quarter, sales in the PRC fell 12.6% to 72.9 million handsets.

“Historically low shipments are forcing smartphone makers to think about how to build a more sustainable business model and a more focused marketing strategy,” believes IDC senior research manager Will Wong.

As a positive factor, he notes the end of the policy of strict anti-covidian measures, which “provides the market with a tailwind”. At the same time, the expert considers a quick recovery unlikely, as consumers have recently spent more money in areas such as recreation and services.

At the end of 2022, vivo retained its market leadership despite a 25.1% drop in sales. Honor was the only brand in the top 5 to show sales growth (+34.4%), also due to a low comparison base. OPPO shipments were down 28.2%, Apple Inc. (NASDAQ:AAPL) down 4.4% and Xiaomi (HK:1810) down 23.7%.