Newshot 洛图科技：In Q3 2026, China's bestie machine market all-channel sales volume was 54,000 units, down 22.9% year-on-year
IT之家 November 15: According to data released today by 洛图科技, in the third quarter of 2026, the all-channel sales volume of China's mobile smart display (commonly known as bestie machine) market was 54,000 units, down 22.9% year-on-year; sales revenue was 230 million yuan, down 14.0% year-on-year. The average price was 4,240 yuan, up 11.5% year-on-year and up 6.1% quarter-on-quarter from the second quarter.
IT之家 learned from 洛图科技's WeChat official account that the decline in bestie machine sales volume and sales revenue differed by nearly 9 percentage points, indicating that the market is not simply shrinking in volume. The institution believes that the rise in average price not only reflects price increases driven by rising costs, but also an upward shift in product mix. In fact, in Q3 the transaction share of high-spec models such as 4K and long battery life increased significantly, effectively driving up the overall average transaction price.
The sales share of offline channels increased in Q3. Data shows that offline channels accounted for 26.3% of bestie machine sales volume, up 3.3 percentage points year-on-year and up 0.9 percentage points quarter-on-quarter; they accounted for 27.5% of sales revenue, up 4.3 percentage points year-on-year and up 3.0 percentage points quarter-on-quarter.
At the same time, in Q3 the average prices of offline and online channels were 4,449 yuan and 4,166 yuan respectively, with offline about 283 yuan higher than online. Even in the online market, products in the 5,000+ price band remained the largest segment by sales volume. This price band accounted for 34.9% of online sales volume, up 7.9 percentage points year-on-year; its sales revenue share was as high as 46.6%, up 8.5 percentage points year-on-year.
In terms of specific brands, on online all-channel platforms, the combined share of the TOP5 brands by sales volume in Q3 rose to 88.3%; their cumulative combined share in the first three quarters reached 85.9%, up about 10 percentage points year-on-year.
- 百度's sales volume share in the online market for the quarter was 44.0%, up 11.5 percentage points year-on-year, firmly ranking first.
- 海信's sales volume share was 18.2%. Its "multi-model layout + rapid iteration" approach is evident: after the share of older products declined, new products took over, and its overall performance in the first three quarters was stable.
- 小米's sales volume share in Q3 was 9.9%, up 3.5 percentage points year-on-year, the second-largest increase among the TOP5 after 百度. Its main product remains 智能家庭屏 Max 27; relying on price cuts after national subsidies, its monthly share showed pulse-like fluctuations within the quarter.
- KTC came under clear pressure in Q3, with a sales volume share of 8.4%; although its product line had offerings in the 5,000+ yuan price band in Q3, sales were limited; in addition, in the mid-range price band it faced pressure from both 小米's and 百度's main models.
- 创维's sales volume share was 7.8%, up 3 percentage points year-on-year. The F3 Ultra, released on July 22, entered a channel ramp-up phase in Q3, providing some supply support for the high-end price band.
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