Xiaomi, Oppo, Vivo Step Aside: This Chinese Brand Suddenly Flooded with Demand
The global smartphone industry is under pressure due to a shortage of memory chips, which has driven up component prices. Ultimately, this has affected smartphone shipments in the first quarter (Q1) of 2026.
Research firm IDC reported that global smartphone shipments fell 4.1% year-on-year (YoY) in the first three months of 2026, while Counterpoint data showed a more significant decline of 6% YoY.
The three Chinese smartphone giants in the ‘Top 5’ list experienced the sharpest shipment declines. According to IDC data, Xiaomi plummeted 19.1% YoY, Oppo dropped 9.9% YoY, and Vivo fell 6.8% YoY. Meanwhile, Counterpoint data indicated Xiaomi down 19% YoY, Oppo down 4% YoY, and Vivo down 2% YoY.
Amid these conditions, Honor, another Chinese manufacturer, has shone brightly. Although not yet in the ‘Top 5’, Honor demonstrated the highest growth among the ‘Top 10’ at 24% YoY, according to IDC reports.
IDC notes that Honor’s growth is suspected to stem from a shift in focus to boosting expansion in the global market. In addition to Honor, Lenovo (Motorola) and Huawei are also said to have shown strong shipment performance in Q1 2026.
Counterpoint also highlighted Honor’s growth. The firm stated that Honor and Nothing each recorded 25% YoY growth. Meanwhile, Google also grew by 14% YoY.
“Honor’s growth was driven by overseas expansion and region-specific product portfolios, complemented by aggressive promotions and strong strategic execution amid rising component cost pressures, enabling it to outperform the market,” quoted from Counterpoint’s report on its official website, Thursday (16/4/2026).
Furthermore, Counterpoint mentioned that Google’s Pixel series has strengthened its presence in established major markets, with advanced AI capabilities, computational photography, and clean, user-friendly software.
On the other hand, Nothing is said to have benefited from its distinctive design, niche positioning, and continuously increasing consumer awareness, thus driving strong adoption in its target segment.
“The newly launched Nothing (4a) has received an excellent consumer response and is further accelerating the brand’s growth,” wrote Counterpoint.
Samsung and Apple remain the ‘rulers’ of the global smartphone market, according to IDC and Counterpoint reports. In IDC’s version, Samsung solidified its position as the ‘king’ of the world’s smartphones by shipping 62.8 million units in Q1 2026, a 3.6% YoY increase.
Meanwhile, in Counterpoint’s version, Apple holds the top spot with 5% YoY growth and a 21% market share. Apple’s advantage lies in its positioning targeting the ultra-premium segment, with an integrated supply chain.