sandalwood

Abstract: The high-end smartphone market is undergoing a major shift. In the 4000-5000 RMB price range, Android brands now hold 76% of the market share. In the 5000-6000 RMB range, HarmonyOS and Android brands together account for half. New high-end models are being released more quickly, with more precise and tiered pricing strategies, intensifying competition between brands. Data from November suggests that the high-end market is rapidly moving toward a multi-polarized structure, with the game of rhythm and price and the reshaping of the market map underway.

The Deep Reshaping of the 4000+ RMB High-End Smartphone Market:

How the Brand Landscape is Evolving

According to Sandalwood China E-commerce Data, the high-end smartphone market (4000 RMB and above) has maintained stable growth. As of November 2024, the sales volume of high-end smartphones increased by 1.2% year-on-year, while revenue grew by 3.1%. Though the overall growth rate is modest, the market structure is undergoing a deep transformation, especially in the Android and HarmonyOS phone segments. From January to November, sales of Android and HarmonyOS phones in the high-end market grew by 43% in volume and 45% in revenue year-on-year.

In the 4000-5000 RMB price range, the share of Android phones increased from 45% last year to 76% this year, making Android the dominant force in this segment. In the 5000-6000 RMB range, Android and HarmonyOS phones account for 50% of the market share, with Android phones showing notable growth, now capturing one-third of this price segment.

The ultra-high-end market (6000 RMB and above) remains dominated by iOS devices, though HarmonyOS phones are gradually increasing their share. Android phones still hold a limited share in this segment, indicating significant growth potential. Overall, the high-end market is shifting from a single dominant camp to a more diversified brand landscape.

Time is Market!

Why Are High-End Smartphone Releases Clustered Around "Double Eleven"?

Competition in the high-end smartphone market is tightening in terms of timing. Brands are shortening their product cycles and concentrating release dates to seize market share faster and capitalize on the year-end shopping season.

The OPPO FIND X and HONOR MAGIC series have reduced their release cycles to 292 and 302 days, respectively, launching 74 and 64 days earlier than last year, on October 30 and November 8.

Similarly, the OnePlus Digital series and Realme GT PRO series also advanced their launches by over a month, releasing in early November instead of December, on November 1 and November 11, aligning with the "Double Eleven" shopping season. VIVO X moved its launch up by a month, from November 21 to October 19, while IQOO Digital series launched 15 days earlier, from November 14 to October 30. Meanwhile, Xiaomi’s Digital series stuck to its usual release schedule, launching on October 31.

Pricing Strategy in the Android High-End Market:

Price Increases, Trade-offs, and the Art of Value Balance

The pricing strategy for Android high-end models has become more refined and tiered. Overall, major brands have raised prices for key versions to enhance product premium and market positioning.

Xiaomi has removed the 8GB+256GB version, with price increases of 200-500 RMB for the standard and Pro versions compared to the previous generation. OnePlus and iQOO have also made minor adjustments during iterations. OnePlus has had steady price hikes, reinforcing its brand positioning, while iQOO has adopted a moderate price increase, maintaining a mainstream price anchor of 3999 RMB to retain its core audience in a diverse competitive landscape. In terms of starting prices, OnePlus and Xiaomi’s 12GB+256GB models are aligned, while iQOO sticks to the 3999 RMB anchor.

Honor’s 12GB+256GB version saw a 100 RMB increase, with other versions keeping prices stable compared to the previous generation. This strategy enhances the high-end perception while maintaining price stability. Vivo X series, both standard and Pro versions, saw price hikes of 300-500 RMB. The Pro Mini offers a thinner, flat-screen option while refining the price gradient and product positioning. Compared to the OPPO Find X series, Vivo X series has a lower starting price for the 12GB+256GB version by 100 RMB, but the pricing structure for both standard and Pro versions remains similar, focusing on competing with rivals.

Major Android brands are refining their configurations and pricing combinations to enhance brand value and fine-tune pricing tiers in the high-end market. Behind the delicate balance between price increases and version trade-offs lies the brands' precise capture of consumers' willingness to pay and differentiated demands in a mature market.

November Market Trends:

Multi-Polar Growth in Full Competition 

In November, the performance of various brands showed a clear competitive landscape in the 4000-5000 RMB price range, where release and pricing strategies have aligned. Xiaomi's market share in the segment saw a slight decline compared to last year, while VIVO and iQOO experienced growth, with the VIVO X series and iQOO Digital series both seeing year-on-year increases of over 30%. Meanwhile, OPPO, HONOR, and ONEPLUS showed significant growth in this price range, and REALME made notable progress, gaining ground by using timing to its advantage. The 4000-5000 RMB segment has entered a phase of intense competition, with increasingly fierce brand battles for market share.

In the 5000-6000 RMB range, Huawei saw a significant increase in market share, while OnePlus made breakthroughs in the high-end market, with its Digital series showing the highest growth across all high-end product lines. Notably, Xiaomi also gained share in this price range, driven by the growth of the Xiaomi 15 PRO, positioning itself more strongly in higher-end competition.

Overall, the high-end market in November reflected a fully competitive environment, with multiple brands creating a multi-point competition through pricing strategies, release timing, configuration combinations, and brand positioning. The 4000-5000 RMB range has seen full competition, while key brands in the 5000-6000 RMB range have achieved breakthroughs and structural advances.