iPhone Also on Discount... Chinese Smartphones Benefit from 618 Shopping Festival Boom

Rebounding in June After Declines in April and May Year-on-Year
Boosted by the 618 Shopping Festival
Apple, in Its Second Year of Participation, Sees Sales Jump 16%
Fierce Market Competition... Samsung Electronics Falls Outside Ranking

Smartphone Market Share Status in China in Mid-June (Weeks 1-3). Source: Counterpoint Research

[Asia Economy Reporter Cha Min-young] In mid-June, smartphone sales in China showed signs of recovery thanks to the '618 Shopping Festival,' the largest online shopping event in China during the first half of the year. Apple, participating for the second year, also secured the 4th position in market share (MS) with strong promotions.

According to Counterpoint Research on the 1st (local time), smartphone sales in China during June (weeks 1-3) increased by 7% compared to the same period last year. Since monthly sales in April and May had declined year-on-year, it is analyzed that the shopping festival changed the market sentiment.

During this period, Vivo ranked first with a 23% MS, followed by Oppo at 21%, Xiaomi at 20%, Apple at 14%, and Huawei at 10%. Honor, Realme, and OnePlus followed, while Samsung Electronics remained outside the ranking.

The 618 Shopping Festival, hosted by JD.com, China's second-largest shopping platform, is famous for its powerful promotions that stimulate consumer demand. Along with the Singles' Day event held in November, it is one of the representative online e-commerce shopping events in China.

Apple, participating for the second year this year, also focused on promotions, resulting in a 16% increase in sales compared to the previous year. The iPhone 12 was sold at a discount of over 1000 yuan (approximately 170,000 KRW).

However, despite the rebound in June, it is unclear whether the Chinese smartphone market has fully entered a recovery phase. Counterpoint Research noted, "The one-year outlook remains mixed," adding, "Oppo, Vivo, and Xiaomi will continue to aggressively target the gap left by Huawei."

This content was produced with the assistance of AI translation services.