In recent times, the competition among domestic mobile phone manufacturers has intensified dramatically. There's a clear trend of consolidation among the top players, which has severely restricted the survival prospects of smaller manufacturers.

Actually, this phenomenon isn't hard to fathom. As mobile phones have evolved, the era of unbridled growth has ended. Nowadays, continuous investment, relentless innovation, robust marketing capabilities, and a dedicated fan base are essential prerequisites for success.

Small manufacturers, constrained by limited investment, inadequate innovation, a smaller fan base, and weak marketing prowess, naturally find it arduous to thrive in an increasingly cutthroat market. Even if they manage to survive, their situation is likely to deteriorate, potentially leading to persistent losses.

Recently, a reputable institution released sales data for the domestic mobile phone market during the first three quarters of 2025, indicating that the era for small manufacturers is drawing to a close.

As depicted in the figure above, VIVO (inclusive of iQOO) leads the pack with a market share of 17.2%. Xiaomi, Huawei, OPPO (inclusive of OnePlus), Apple, Honor, and Realme follow in sequence.

The market share gap between Xiaomi and Huawei is relatively narrow, at a mere 0.5 percentage points. Similarly, the difference between OPPO and VIVO is also marginal, standing at just 0.7 percentage points.

Naturally, if VIVO's figures exclude iQOO and OPPO's exclude OnePlus, the ranking would shift to Xiaomi, Huawei, Apple, Honor, OPPO, and VIVO.

If OPPO's market share also encompasses Realme, considering all sub-brands, the ranking would be VIVO, Xiaomi, Huawei, OPPO, Apple, and Honor.

The market share left for other small manufacturers is a mere 5%, encompassing brands like Meizu, ZTE, Nubia, Dingqiao, Lenovo, and Samsung. Clearly, the opportunities for small manufacturers are dwindling rapidly.

From an overall market performance perspective, I firmly believe that the fourth quarter will witness a fierce battle between Huawei and Xiaomi. By the end of 2025, it's highly probable that the contest will remain between these two giants.

As for other brands, despite their commendable performance, they are likely to be gradually overshadowed by Huawei and Xiaomi. Xiaomi is currently exceptionally strong, and Huawei is making a remarkable comeback. Other manufacturers will have to step aside for now, as they truly can't compete on the same level.