According to new research from Strategy Analytics, 14 million units of smartphones were sold during 6.18 online shopping festival in China this year, down -25% year-over-year. However, Apple solidified its leadership at the expense of Chinese brands. Xiaomi and Honor follow and rank in the top three list.
“COVID-related disruptions and economic headwinds caused the mixed performance,” says Linda Sui, senior director at Strategy Analytics. “Smartphone online sales price grew to 4,300+ CNY (US$660+) this year thanks to the greater mix of higher-priced iPhones, up +13% year-over-year. However, total smartphone online sales revenue still posted -16% annual decline with 62.6 billion CNY (US$ 9.5 billion).”
Peng Peng, Analyst at Strategy Analytics, adds: “Apple solidified the leadership with impressive performance during 6.18 festival this year. Apple outperformed the market selling nearly 7 million iPhone units, modestly down -4% YoY. We estimate Apple generated a revenue of 41.5 billion CNY (US$ 6.3 billion), with a full retail price of 6,300+ CNY (950+ USD). Apple ranked top by revenue share across all major platforms (JD, TMall and Pinduoduo etc.).”
6.18 is the second largest and most important Shopping Festival in China. Every year from June 1-June18 , China’s e-commerce landscape is filled with large-scale promotional activities and discounts on the hottest products of the moment.