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Apple Solidified its Leadership during China’s Online Shopping Festival 6.18, the second largest e-Commerce Festival of the year

1 x Shopping-Festival 6.18


According to new research from Strategy Analytics, 14 million units of smartphones were sold during the 6.18 online shopping festival in China this year, down -25% YoY. Apple solidified its leadership at the expense of Chinese brands. Xiaomi and Honor follow and rank in the top three list. 618 or 6.18 is the second largest and most important Shopping Festival in China. Every year from June 1st till June  18th , China’s e-commerce landscape is filled with large-scale promotional activities and discounts on the hottest products of the moment.


Peng Peng, Analyst at Strategy Analytics: “Apple solidified their leadership with impressive performance during 6.18 festival this year. Apple outperformed the market selling nearly 7 million iPhone units. 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.).”


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Linda Sui, Senior Director at Strategy Analytics: “ remains as the major platform. We estimate roughly 49% smartphones were sold through during 6.18 online festival this year, followed by TMall and Taobao (combined took 30% volume share). However, the leadership and dominance of traditional e-retailers (, TMall and Taobao, and Pinduoduo) have been dented by the rising livestreaming platforms, such as TikTok and Kuaishou that have been catching up quickly. We estimate TikTok and Kuaishou contributed to 8% and 6% smartphone online sales volume share this year during 6.18, up from 3% and 2% last year. We recommend all stakeholders tracking smartphone online channels to closely monitor and evaluate the development of China online market.”


3 x Chinese online festival 6.18


Linda Sui, Senior Director at Strategy Analytics: “COVID-related disruptions and economic headwinds caused the mixed performance. Smartphone online sales price grew to US$ 660+ this year thanks to the greater mix of higher-priced iPhones, up +13% YoY. For more on this, read the full report by Strategy Analytics.


10.0F1 - Apple Market Statistics Bar


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