Interface News Reporter | Fang Shiqi
The sluggish demand in the domestic mobile phone market has not been boosted by the big promotion.
Recently, a report from research and consulting firm Counterpoint pointed out that during this year's Double 11 period (weeks 44-45 of 2024, from October 28 to November 10), smartphone sales decreased by 9% compared to the same period last year.
The report shows that during the Double 11 period, Huawei performed the most outstandingly among all mobile phone manufacturers, with a year-on-year growth of 7%. This growth is mainly due to the significant price reductions of the Pura 70 series, Mate 60 series, and the newly released Nova 13 series equipped with 5G Kirin SoC. Vivo's sales increased by 5% year-on-year, mainly due to the affordable Y series, as well as the surge in sales of the newly released X200 series and iQOO.
In contrast, both Apple and Honor have experienced double-digit year-on-year declines. Despite the strong performance of the newly launched X60 series, Honor's overall sales still declined by 15% year-on-year in the fierce market competition. Due to its late launch, the newly launched Magic 7 series only began to boost sales in the 45th week.
The above-mentioned institutions pointed out that in order to seize the market share of Double 11, except for Huawei, major Chinese mobile phone manufacturers have launched their latest flagship products before Double 11. Last year, only Xiaomi launched its flagship product ahead of schedule. Although this' rush to the market 'move will to some extent affect the sales of old models, the large number of flagship models launched by Chinese manufacturers has also brought considerable pressure to the sales of Apple's iPhone 16 series.
However, the iPhone 16 Pro and iPhone 16 Pro Max remained the best-selling models during the Double 11 shopping festival. According to data from Taobao, at 20:00 on October 21st, just 5 minutes after the launch of Tmall Double 11 in 2024, Apple's transaction amount exceeded 1 billion yuan. Brands such as Huawei, Xiaomi, and Vivo have only quickly surpassed 100 million yuan.
Xiaomi's mobile phone sales have also declined, with a year-on-year decrease of 6%. The institution pointed out that although the total sales of Xiaomi phones have declined, the newly released Xiaomi 15 series has made a good start during the Double 11 period, and Xiaomi's brand awareness in the domestic mid to high end market is increasing.
It should be noted that the opening time of this year's Double 11 was advanced to October 14th and lasted for nearly a month. The data obtained varies greatly under different calculation calibers.
Another analysis firm, TechInsights, tracked the sales of smartphones in China from October 14th to November 11th. The firm also believes that after excluding the factor of extended sales cycles, the sales of smartphones in China during the Double 11 period showed an annual downward trend.
According to TechInsights' estimation, the top three online sales brands during Double 11 are Apple, Xiaomi, and Vivo, while the top three sales brands are Apple, Xiaomi, and Huawei.
In terms of manufacturer performance, Apple still holds a dominant position in the high-end market (above 6000 yuan). Driven by the growth in the entry-level to mid-range market, Xiaomi has narrowed its gap with Apple. Vivo's sales surpassed Honor, ranking third; Huawei has the highest average selling price (ASP) among Chinese manufacturers.