Boston – (working wire) –According to new research from Strategy Analytics, 9.0 million units of smartphones were sold during the 11.11 Online Shopping Festival in China this year, down 35% year on year. Apple has strengthened its lead over Chinese brands. Xiaomi and Honor follow and rank them in the top three list in terms of size sharing.
Peng Peng, analyst at Strategy Analytics, said, “COVID-related disruptions, consumer fatigue and economic headwinds have led to 11.11 this year in China. We estimated 9.0 million units of smartphones were sold during this year’s 11.11 online shopping festival, down 35% year-on-year. While the online retail price of smartphones grew to CNY 4,089 ($580) this year thanks to the larger mix of pricier iPhones, up +10% year-on-year, total online smartphone sales revenue still registered a year-on-year decline. down 29% at CNY 36.8 billion (US$5.2 billion).
Linda Sui, Senior Director at Strategy Analytics added, “Apple cemented its lead during the 11.11 Festival this year. Apple sold nearly 3.5 million iPhone units, down 27% year-on-year, but still outperforming the overall market which fell -35%. % year-on-year.We estimate that Apple generated revenue of CNY25.1 billion (US$3.5 billion), with a full retail price of CNY7,150+ (US$1,000+).Apple ranked first in terms of volume share (39% ) and revenue share (68%) at the expense of Chinese brands iPhone 14 and iPhone 13 series were in the list of best-selling models and dominated the first segment Xiaomi ranked second in both volume share (31%) and revenue share (13%) and dominated On entering the mid-range segment. Redmi 9A and Note 11 have been selling well across all major platforms such as JD.com, TMall, Pinduoduo, and TikTok.”
Yuen Wu, senior analyst at Strategy Analytics, added, “Honor replaced OPPO (OnePlus) and ranked in the top three in terms of volume. It accounted for 8% of turnover, up slightly from last year. However, it ranked third to Huawei In revenue share this year. Huawei enjoyed a very strong retail ASP advantage of CNY 3,800 ($535) and accounted for 5% of revenue share. The company’s brand equity is still something Chinese sellers can’t match.”
Bing Bing, an analyst at Strategy Analytics, added, “JD.com remained the main platform with 45% smartphone volume share during this year’s 11.11 festival, followed by TMall and Taobao (together they captured 34% volume share). Alibaba ( TMall and Taobao) as the runner-up narrowing the gap by cultivating influencer KOLs who hosted several live-stream shopping events during 11.11. Other live-streaming platforms such as TikTok and Kuaishou also enjoyed share growth. All industry stakeholders are advised to track smartphone online channels “To closely monitor and evaluate the development of the China online market. At the same time, we have noticed that gaming phones and foldable phones are gaining popularity among young people this year in the China market. We encourage smartphone vendors to actively pursue growth in these segments.”
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Strategy Analytics, Inc. is a global leader in supporting companies across their planning lifecycle with a suite of customized market research solutions. Our multidisciplinary capabilities include: consulting services for industry research, customer insights, user experience design and innovation expertise, on-device mobile consumer tracking, and B2B consulting competencies. With domain expertise in smart devices, connected cars, smart home, service providers, IoT, strategic components and media, Strategy Analytics can develop a solution that meets your planning needs. For more information, visit us at www.strategyanalytics.com.
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