The expeditions of foreign smartphones in China fell 49.6% in March, relegating Apple to fifth place, exceeded by four Chinese brands. A wind of nationalism blows by Chinese electronics retailers, directly affecting sales of foreign brands. According to the Chinese Academy of Information and Communication Technologies (CAIC), quoted by Reuters, the distribution of foreign smartphones has almost halved in one year. Apple holds its weight: its market share in China fell to 14.1%, putting it in fifth place, while less than two years ago, it was still in first place. At the same time, local brands such as Vivo, Oppo, Xiaomi and especially Huawei continue to benefit from two -digit growth, establishing itself both in the mid -range and high -end segments.
Samsung’s gradual decline
Samsung checked almost 20% of the Chinese market in 2013, an online figure with its world share. But by 2023, this share fell just 0.8%. This progressive but regular decline transformed the South Korean brand of a major player into a virtual unknown on the Chinese market.
Apple resists better, but its decline is also important. In an attempt to stick the tide, the brand began to offer promotions on iPhones even before their first anniversary – a very unusual decision in its sales strategy.
A Chinese market disconnected from the rest of the world
The classification of manufacturers in China is now very different from the world ranking. This development goes beyond simple performance or price considerations: it reflects a deep change in consumer habits. The Chinese are increasingly eager to support local brands.
Since 2022, the Chinese Ministry of Industry and Information Technologies has introduced subsidies for smartphones costing less than 6,000 yuan (around € 830), a threshold below which national brands are positioned, which gives them a clear advantage.
The trade war with the United States, the prices imposed by the Trump administration and technological tensions accentuated this nationalist withdrawal: foreign products are now perceived as less desirable.
Huawei’s renewal
A similar phenomenon occurred after the deployment of the Thaad anti-missile defense system in South Korea in 2015. The rejection of South Korean products exploded in China. Today, Samsung is trying to make a return with its Galaxy C range (the “C” means “China”), but it promises to be difficult.
Huawei is a perfect example of the self -sufficiency strategy recommended by Xi Jinping. After being strongly sanctioned by the United States, the brand has succeeded in reconquering the market while creating its own technological ecosystem.
Apple and Samsung face a strategic challenge
The two world giants, Apple and Samsung, are currently faced with a major challenge in China. It is not only a question of finding the market share, but of reinventing their value proposal in a context where their status of foreign brands becomes a competitive disadvantage. If they have to return, their price policy, their partnerships with operators and their ability to adapt to the Chinese market will be decisive.
