"Double 11" Smartphone Sales Rebound 26%: Apple Dominates High-End, Xiaomi Shows Strong Growth

"Double 11" Smartphone Sales Rebound 26%: Apple Dominates High-End, Xiaomi Shows Strong GrowthTechInsights' latest report reveals a 26% year-on-year rebound in China's smartphone sales during the "Double 11" shopping festival in 2024, reaching 9.5 million units, driven primarily by an extended sales period

"Double 11" Smartphone Sales Rebound 26%: Apple Dominates High-End, Xiaomi Shows Strong Growth

TechInsights' latest report reveals a 26% year-on-year rebound in China's smartphone sales during the "Double 11" shopping festival in 2024, reaching 9.5 million units, driven primarily by an extended sales period. While volume growth is significant, revenue growth is slightly lower, remaining in double digits, with average selling price (ASP) experiencing a year-on-year decline, reflecting a polarized market trend.

TechInsights tracked sales from October 14th to November 11th and compared them to the corresponding period in 2023 (October 31st to November 11th). The agency stated that excluding the extended sales period, "Double 11" smartphone sales could be considered to have declined annually.

The report shows Apple maintaining its dominance in the high-end market (above RMB 6,000). Xiaomi, driven by strong growth in the entry-level to mid-range market, is steadily closing the gap with Apple. In terms of sales volume, vivo surpasses Honor, securing third place. Based on revenue, Huawei stays in third place, boasting the highest ASP among Chinese brands, with Apple and Xiaomi taking the top two spots.

From a channel perspective, JD.com remains the largest platform for smartphone sales in terms of both volume and revenue, followed by Tmall (including Taobao) and Pinduoduo. Livestreaming e-commerce (Douyin, Kuaishou, Xiaohongshu, etc.) continues its year-on-year expansion, accounting for approximately 22% of the market share based on GMV. However, the agency cautions that this data is for reference only, given differing launch dates across platforms.

The report also highlights that despite the rebound in smartphone sales during "Double 11," market competition remains intense. Manufacturers are increasingly vying for market share in the high-end, mid-range, and entry-level segments, leading to intensified price wars. Looking ahead, the smartphone market will continue to exhibit a polarized trend, with premium brands maintaining their market share, while mid-to-low-end brands will need to focus on product innovation and value-for-money to stand out in the competitive landscape.