China 618 Smartphone Sell-Out by OEM Share, Week 22 – Week 25

Source: Counterpoint Research China Smartphone Weekly Tracker

Notes: OPPO includes OnePlus and realme; Xiaomi includes Redmi; vivo includes iQOO; Figures may not add up to 100% due to rounding; Numbers are preliminary and may change during finalization.

Huawei led the market with a 21% share, and it was the only major brand to achieve positive YoY growth during the 618 period. The Enjoy 90 Pro Max delivered significantly strong performance and became Huawei’s best-selling model, driven by its exceptional battery life and strong value-for-money positioning. The Mate 80 also performed well during the 618 shopping festival, benefiting from promotional activities and its already competitive pricing.

Apple began its promotional campaign about one month ahead of the 618 day, offering total savings of up to CNY 2,000 on the iPhone 17 Pro series through a combination of official discounts, platform promotions and trade-in incentives. The price cuts quickly translated into stronger sales, lifting Apple to the No.2 spot in the market. Despite the sequential rebound, sales were still down 9% YoY, primarily due to the more aggressive promotional activity for the iPhone 16 series in the same period last year.

As for other brands, some low-to-mid-end models also performed well and ranked among the top 10 best-selling smartphones during the period. These models included the OPPO Reno 16, HONOR X70, vivo S60 and Redmi K90. However, Chinese Android OEMs posted double-digit YoY sales declines, as less aggressive promotions compared with last year weighed on demand.

The 618 shopping festival, combined with the first wave of post-college-exam upgrades, drove a month-on-month recovery in June. However, the market is expected to enter a seasonal slowdown afterward. Frequent signals from smartphone vendors and supply chain partners have made it clear to consumers that price hikes are likely to persist in the second half of the year. In such a situation, users with genuine upgrade demands tend to bring forward their purchases to the 618 period. At the same time, smartphone OEMs have adopted a profit-first and conservative strategy, further scaling back shipment plans for the year. We expect the overall Chinese smartphone market to post a double-digit decline in shipments for the full year.

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