Foreign Phone Sales Surge in China

New data from China’s telecom research agency shows that foreign‑branded smartphone shipments more than doubled in November compared with last year.
The sharp rise contrasts with only modest overall growth in the Chinese mobile market.
Analysts say the figures highlight shifting consumer demand amid intensifying competition.

Foreign Brands See Strong Rebound

Shipments of foreign‑branded mobile phones in China rose 128.4% year‑on‑year in November, according to calculations based on data from the China Academy of Information and Communications Technology (CAICT). The category includes devices such as Apple’s iPhones, which remain among the most popular imported models. CAICT reported that foreign brands shipped 6.93 million units during the month. This surge stands out in a market that has otherwise shown limited momentum.

Overall smartphone shipments in China increased only 1.9% year‑on‑year to 30.16 million units. Domestic manufacturers continue to dominate the market, but the latest figures suggest renewed interest in imported devices. Several analysts attribute the rise to new product launches and seasonal promotions. Consumer sentiment may also be shifting as buyers look for premium features and long‑term software support.

Foreign brands have faced growing competition from Chinese manufacturers in recent years. Companies such as Huawei, Xiaomi and Oppo have expanded their high‑end offerings, challenging Apple’s position. Despite this, the November data indicates that foreign devices still hold significant appeal. Market observers will be watching to see whether the trend continues into early 2026.

The sharp increase in foreign shipments may also reflect supply‑chain normalization. Earlier disruptions had limited availability of some imported models. Improved logistics and stable production cycles likely contributed to the rebound. Retailers have reported stronger foot traffic and higher demand for flagship devices.

Market Growth Remains Modest Overall

China’s smartphone market has experienced uneven recovery following several years of economic uncertainty. Total shipments have fluctuated as consumers delay upgrades and prioritize essential spending. November’s 1.9% growth suggests that the market is stabilizing but not expanding rapidly. Domestic brands continue to rely on competitive pricing and localized features to maintain share.

Foreign brands, meanwhile, tend to benefit from major product cycles. Apple’s annual iPhone release typically boosts shipments in the final quarter of the year. Promotional events such as Singles’ Day also play a role in driving sales. These seasonal factors may have amplified November’s strong performance.

CAICT’s data provides one of the clearest snapshots of China’s mobile market each month. The agency tracks shipments across both domestic and foreign manufacturers. Its reports are closely followed by analysts assessing consumer trends and competitive dynamics. November’s figures highlight the contrast between modest overall growth and strong gains for imported devices.

The broader market outlook remains cautious. Economic pressures and shifting consumer priorities continue to influence purchasing behavior. Manufacturers are expected to focus on innovation and ecosystem integration to attract buyers. The next few months will indicate whether the November surge represents a sustained shift or a temporary spike.

Competitive Landscape Continues to Evolve

China remains one of the world’s most competitive smartphone markets. Domestic brands have invested heavily in camera technology, battery performance and AI‑powered features. These advancements have narrowed the gap with foreign competitors. Even so, imported devices continue to attract consumers seeking premium hardware and global software ecosystems.

Foreign brands may also benefit from brand loyalty among long‑time users. Many consumers remain committed to specific operating systems or device families. This loyalty can drive repeat purchases even in challenging market conditions. November’s data suggests that these factors remain influential.

Manufacturers will likely adjust their strategies based on the latest shipment trends. Foreign brands may increase marketing efforts or expand retail partnerships to capitalize on renewed demand. Domestic companies could respond with more aggressive pricing or accelerated product launches. The competitive environment is expected to intensify as 2026 approaches.

Analysts will continue monitoring CAICT’s monthly reports for signs of broader recovery. The interplay between domestic and foreign brands will shape market dynamics in the coming year. November’s numbers offer an early indication of shifting consumer preferences. Further data will clarify whether these patterns hold.