The wearable device market is showing strong growth potential. The direction of smart earphones and smart glasses should evolve in the future from feature stacking towards targeting specific use scenarios – creating helpful companions for everyday life and delivering efficient professional assistants for work and study.
Tina Cheng, Research Analyst
Market Definitions
This Report covers the consumer market for smartphones and wearable devices in China. A smartphone is defined as any modern mobile phone capable of connecting to the internet as well as downloading applications from proprietary app stores. The term ‘wearable devices’ (also referred to as ‘wearable technology’ or ‘wearables’) in this Report refers to a category of technology devices that can be worn on the body as functional rather than decorative accessories.
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Executive summary
- Key topics covered in this Report
- Definitions
- What you need to know
- Market factors
- Consumer demand and brand strategy
- Trend outlook
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The market
- Smartphone shipment growth slows, while consumer demand needs stimulating
- Graph 1: smartphone shipments and YOY growth rate, 2023-25
- Graph 2: YOY growth rate of smartphone sales in China, 2023-25
- Huawei, Xiaomi gain competitive edge through product portfolios, in-house innovation
- Graph 3: market share of leading smartphone manufacturers, by volume sales, 2023-25
- Wrist wearables surge as Chinese brands gain ground with strong value-for-money appeal
- Graph 4: smart wrist wearable shipments and YOY growth rate, 2023-24
- Graph 5: smart wrist wearable shipments and YOY growth rate, 2024-25
- Market factors
- As smartphone replacement cycles lengthen, brands need to find new growth areas in AI applications, value-added services
- Graph 6: smartphone replacement cycle, 2022-25
- Graph 7: smartphone replacement cycle, by city tier, 2025
- From competing on model performance to delivering real value: deep AI integration drives market growth
- Consumer focus shifts towards personal, family satisfaction – driving deeper integration into home occasions
- Graph 8: life priorities, 2022-25
- Technological innovation drives smart wearables into everyday life via a wider range of product formats
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The consumer
- Smartphone ownership and replacement motivation
- Xiaomi sees significant improvement in penetration rate as brand image upgrade takes effect
- Graph 9: ownership of smartphone brands in the high-income* group, 2024-25
- Graph 10: ownership of smartphone brands, 2022-25
- Huawei leads smartphone market; Apple, Xiaomi show growth potential; OPPO and others need to improve competitiveness
- Graph 11: smartphone ownership and purchase intent, 2025
- Local brands coming up fast as Huawei’s tech innovation makes it top choice for Chinese consumers’ next phone
- Graph 12: plan to switch smartphone brand to Huawei, by current smartphone brand, 2025
- Graph 13: preference for next smartphone purchase from current smartphone brand, by percentage of current owners, 2025
- Operating experience, compatibility issues cited more often than functional upgrades as reasons to switch mobile phone brands
- Graph 14: reasons for switching smartphone brand, 2025
- Leading brands must balance innovation across price tiers with ecosystem compatibility to meet diverse consumer needs
- Graph 15: motivations for switching smartphone brand, by current brand, 2025
- Preferences for Bluetooth earphone functionality across different occasions
- Develop key scenarios, expand niche functions to tap into new growth areas in Bluetooth earphone market
- Graph 16: daily usage occasions for Bluetooth earphones, 2025
- AI earphone core feature preferences: smart answers, multi-scenario adaptability (eg fitness) are key to attracting potential users
- Graph 17: appealing smart earphone features, 2025
- Customised AI solutions for study and work: meeting efficiency needs through scenario-focused innovation
- Graph 18: appealing smart earphone features for Bluetooth earphones, by daily use occasion, 2025
- From rational answers to emotional support: meeting emotional needs, offering personalised experiences
- Graph 19: appealing smart earphone features for Bluetooth earphones, by daily use occasion, 2025
- Deeper integration of AI dialogue function with a wide variety of occasions will boost growth opportunities for Bluetooth earphones
- Graph 20: use occasions for wireless Bluetooth earphones, by preference for specific smart earphone function, 2025
- Purchase considerations, feature preferences for smart glasses
- Smart glasses brands need to balance brand awareness with optimised functionality
- Graph 21: purchase factors for smart glasses – top priority, 2025
- Graph 22: purchase factors for smart glasses – selected, 2025
- Smart glasses brands need to educate users to develop category awareness, while optimising functionality to drive demand
- Graph 23: functional preferences for smart glasses, 2025
- Reject overlapping features; balance battery life, key occasions to optimise user experience
- Graph 24: functional preferences for smart glasses, by purchase factor, 2025
- Enhancing interaction around core scenarios: from usability to true user value
- Graph 25: functional preferences for smart glasses – control methods, by purchase factor, 2025
- Use community promotions to strengthen brand awareness and promote hands-on experience
- Graph 26: interest in brand community content, by target group, 2025
- Graph 27: brand community participation, by target group, 2025
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Appendix – methodology
- Market share of leading Chinese smartphone manufacturers, by shipment volume
- Graph 28: market share of leading Chinese smartphone manufacturers, by shipment volume, 2023-25
- Methodology
- Abbreviations
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