According to Strategy Analytics's latest research, smartphone sales during this year's China online shopping festival were 14 million, down 25 per cent from a year earlier, Zhitong Financial APP learned. Apple Inc (AAPL.US) consolidated its leadership position, with Apple Inc outperforming the market, selling nearly 7 million iPhone units, down 4 per cent year-on-year. XIAOMI (01810) and Glory ranked second and third respectively. Sui Qian, senior director of Strategy Analytics, said: "COVID-19 's epidemic-related damage and economic headwinds have led to a mixed performance. This year, the online price of smartphones rose to more than 4300 yuan ($660), up 13 per cent from a year earlier, due to an increase in higher-priced iPhone sales. However, smartphone online sales still fell 16% year-on-year to 62.6 billion yuan ($9.5 billion). "
Chart 1: sales of online smartphones in China (millions) and annual growth rate: 2020-2022
Peng Peng, an analyst at Strategy Analytics, added: "Apple Inc's excellent performance at this year's June 18 online shopping festival has consolidated his leading position. Apple Inc outperformed the market, selling nearly 7 million iPhone units, down 4 per cent year-on-year. We estimate that Apple Inc generated 41.5 billion yuan ($6.3 billion) in revenue, with a full retail price of 6300 + yuan ($950 +). Apple Inc ranks first in revenue share on all major platforms (JD.com (09618), Tmall and Pinduoduo (PDD.US), etc.). "
Chart 2: sales revenue and sales share of online smartphones by manufacturers during the June 18 online shopping festival in 2022
Wu Yiwen, a senior analyst at Strategy Analytics, added: "XIAOMI and Glory ranked in the top three, followed by vivo (IQOO) and OPPO. We estimate that XIAOMI accounts for 30 per cent of sales, down slightly from 32 per cent a year ago. Glory has grown from 6% in 2021 to 10%. Vivo (IQOO) and OPPO are in the top five with 6 per cent and 4 per cent, respectively. XIAOMI dominates the entry-level and mid-market, and red rice Note 11 and 11 Pro sell well on JD.com and Tmall this year. "
Sui Qian, senior director of Strategy Analytics, added: "JD.com is still the main platform. We estimate that during this year's 6.18 online shopping festival, about 49 per cent of smartphones were sold through JD.com, followed by Tmall and Taobao (which together accounted for 30 per cent of sales). However, the leadership and dominance of traditional e-commerce-JD.com, Tmall, Taobao and Pinduoduo-has been undermined by rising live-streaming platforms such as Douyin and Kuaishou Technology, which have been rapidly catching up. During the June 18 period, we estimate that Douyin and Kuaishou Technology will contribute 8 per cent and 6 per cent of smartphone online sales this year, up from 3 per cent and 2 per cent last year. We recommend that all stakeholders track smartphone online channels and closely monitor and evaluate the development of China's online market. "