The tariff war is causing Chinese consumers to buy Chinese brands. And the first victim is Apple

A nationalist wind travels Electronics stores in China and is affecting foreign brand mobile sales. In March, foreign mobile distributions were reduced to almost half of one year to another, according to the China Academy of Information and Communications Technology (CAICT) cited by Reuters.

This contraction has relegated Apple to fifth position in the Chinese market, with a 14.1 % share. Less than two years ago he was leader.

Meanwhile, national manufacturers – vivo, oppo, xiaomi and, Above all, Huawei– They continue to register double digit growth, gaining ground both in the mid -range segment.

Samsung’s decline, in perspective

Samsung controlled almost 20% of the Chinese market in 2013a figure similar to its global participation. By 2023, that quota had fallen to 0.8%. This collapse was gradual but unstoppable: the South Korean brand went from being a dominant contender to an almost testimonial presence.

Apple has resisted better than Samsung, but The decline is undeniable. Its distributions in China maintain a 14.1 % share in the first quarter of this year, which places it in fifth place behind the four large stores.

To try to stop the trend He started offering discounts on the iPhone before serving one year in storesomething suspiciously unusual in its commercial policy.

Little has to do with China’s ranking …

… with the global:

Especially in their kings.

The phenomenon goes beyond technical characteristics or price. It is rooted in the change in consumption habits of Chinese citizens, increasingly inclined to support their own.

Since 2022, the Ministry of Industry and Information Technology (MIIT) proposed a subsidy program for terminals below 6,000 yuan (about 830 euros), structurally favoring local manufacturers, who handle prices just below that barrier.

To this is added the impact of the commercial war with the United States. Tariffs imposed by Trump and Technological War They have reinforced nationalist bias: The consumer perceives the foreign product as less desirable.

A similar case occurred with Samsung after The deployment of the Thaad antimisile system In South Korea in 2015. Then, the Anticorean feeling triggered the rejection of its products in China. Now try to return to the Chinese market with His galaxy c (The ‘C’ is for ‘China’), but it seems a complicated return.

Huawei, with his turn towards self -sufficiency and not only towards competition against the rest, is a perfect example of the materialization of Xi Jinping’s technological doctrine. Huawei resurfaced from the ashes of US sanctions, not only recovering market share but Building its parallel ecosystem.

Apple and Samsung, the two world leaders of mobile telephony, have a problem of difficult solution in China. It is not only to scratch market share, but to articulate a credible value proposal in an environment where the foreign brand condition is, today, competitive disadvantage. Its price strategy, alliances with operators and product adaptation will be key to a possible reconquest.

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Outstanding image | ABODI VESAKARAN in UnspashXataka