According to Counterpoint Research's China Smartphone Weekly Sales Tracker, smartphone sales in China during the key Double 11 shopping period this year grew 3% year-over-year (YoY), primarily driven by strong demand for Apple's (AAPL.US) iPhone 17 series.
Senior analyst Ivan Lam noted, "The iPhone 17 series performed exceptionally well, particularly the base model, which saw upgrades in storage capacity, optics, and sensors while maintaining the same price as last year's iPhone 16. Sales of the base model more than doubled YoY, while the Pro and Pro Max models also achieved mid-to-high double-digit growth, with an additional RMB 300 discount during Double 11."
Excluding Apple, the market saw a 5% YoY decline, reflecting cautious consumer sentiment and a sluggish start to Q4. Many consumers had already purchased devices earlier in the year with subsidies. Additionally, major smartphone brands shifted their focus to newly launched premium devices, which may have boosted average selling prices (ASP) but negatively impacted sales volume.
Huawei experienced the steepest decline due to the delayed launch of its flagship Mate 80 series, which arrived two weeks after Double 11. The new model is positioned to compete with recent flagship releases from other Chinese brands.
Xiaomi (01810) saw an 11% YoY drop in sales, attributed to the early release of its Xiaomi 17 series, which shifted peak sales a month earlier, coupled with weaker performance of older models.
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