Gadgets

Apple Took Half of Smartphone Sales in China’s 6.18 E-Commerce Festival

Jun 30, 2022, 16:03pm2022/07/01 00:12:56 Pandaily

According to new research from Strategy Analytics, 14 million smartphones were sold during the “6.18” online shopping festival in China this year, down 25% year-on-year. Apple solidified its leadership at the expense of various Chinese brands. Xiaomi<img decoding="async" class="trade-card__loading" layout="fixed" height="50" width="50" src="https://assets.pandaily.com/uploads/2021/12/loading.png" placeholder /> and Honor followed to rank in the top three spots.

Strategy Analytics believes that COVID-related disruptions and economic headwinds caused the mixed performance. The online sales price for smartphones grew to over 4,300 yuan ($660) this year thanks to the greater mix of higher-priced iPhones, up 13% year-on-year. However, total smartphone online sales revenue still posted a 16% annual decline with 62.6 billion yuan.

Apple solidified its market leadership with impressive performance during this year’s 6.18 festival. Apple outperformed the market selling nearly 7 million iPhones, modestly down 4% year-on-year. Strategy Analytics estimates that Apple generated revenue of 41.5 billion yuan, with a full retail price of over 6,300 yuan. Apple ranked top by revenue share across all major platforms, such as JD.com<img decoding="async" class="trade-card__loading" layout="fixed" height="50" width="50" src="https://assets.pandaily.com/uploads/2021/12/loading.png" placeholder />, TMall and Pinduoduo<img decoding="async" class="trade-card__loading" layout="fixed" height="50" width="50" src="https://assets.pandaily.com/uploads/2021/12/loading.png" placeholder />, and others.

Xiaomi<img decoding="async" class="trade-card__loading" layout="fixed" height="50" width="50" src="https://assets.pandaily.com/uploads/2021/12/loading.png" placeholder /> and Honor ranked in the top three list, followed by vivo and OPPO. Strategy Analytics estimates that Xiaomi<img decoding="async" class="trade-card__loading" layout="fixed" height="50" width="50" src="https://assets.pandaily.com/uploads/2021/12/loading.png" placeholder /> seized a 30% volume share, slightly down from 32% one year ago. Honor captured a 10% volume share, growing from 6% in 2021. Vivo and OPPO ranked the top five list with 6% and 4% volume shares respectively.

In terms of sales platforms, JD.com<img decoding="async" class="trade-card__loading" layout="fixed" height="50" width="50" src="https://assets.pandaily.com/uploads/2021/12/loading.png" placeholder /> remains on top. Strategy Analytics estimates that roughly 49% of smartphones were sold through JD.com<img decoding="async" class="trade-card__loading" layout="fixed" height="50" width="50" src="https://assets.pandaily.com/uploads/2021/12/loading.png" placeholder /> during the 6.18 online festival this year, followed by TMall and Taobao. However, the leadership and dominance of traditional e-retailers have been dented by the rise of livestreaming platforms, such as Douyin and Kuaishou. Strategy Analytics estimates that these two platforms contributed 8% and 6% of smartphone online sales volume this year during 6.18, up from 3% and 2% last year.

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