The longest 618 shopping festival in history has finally come to an end. As the annual “mid-term exam” for the mobile phone industry, it is clear that major manufacturers have consistently implemented the strategy of significant price cuts to boost sales this year. Since midnight last night, many mobile phone companies have successively released their 618 sales reports. Some have reaped huge profits, while others have only gained modest returns. In short, the key is that with enough qualifying adjectives, everyone can claim to be a champion.
Xiaomi Corporation
Posted from Xiaomi 15 on June 19, 2025, 10:55, Beijing
Great victory and new achievements! The ultimate battle report for #Xiaomi618# is here! The total payment amount across all channels has exceeded 35.5 billion yuan, setting a new record for Xiaomi’s historical promotions!
- Ranked No. 1 in both cumulative sales volume and sales amount for domestic mobile phone brands on JD.com
- Won No. 1 in cumulative sales volume for domestic mobile phone brands on Tmall
- Swept No. 1 in both cumulative sales volume and sales amount for domestic mobile phone brands on Pinduoduo
- Dominated No. 1 in both cumulative sales volume and sales amount for domestic mobile phone brands on Douyin
- The Xiaomi official live stream on Kuaishou won the cumulative sales championship among mobile phone brands’ self-hosted live streams
- Xiaomi Mall’s sales amount increased by 18% year-on-year, and mobile phone sales volume increased by 17% year-on-year
- Xiaomi Home’s sales amount increased by 51% year-on-year, and mobile phone sales volume increased by 31% year-on-year
#Xiaomi618 #Technology Ecology in One Step
Thanks again for everyone’s support and love. We are honored to accompany you in opening up new imaginations for a tech-powered life. See you next year!
Star 纪魅族 Technology
Posted from Weibo Web Edition on June 19, 2025, 00:02, Guangdong
The ultimate battle report for #Star 纪魅族 618# is here, with dazzling achievements!
- The #Meizu Note16# series ranked No. 1 in the 500-999 yuan price segment on JD.com, No. 1 in transaction growth rate in the mobile phone industry on Tmall, and repeatedly topped the 0-899 yuan price segment on Douyin throughout the 618 period.
- The #Meizu StarVView# AR glasses maintained a top 3 sales amount throughout the 618 cycle.
- The PANDΛER Replay Magnetic Antibacterial and Anti-Fall Case series dominated the top 3 of the mobile phone case bestseller list.
Thanks to all Meizu fans for your support!
Of course, smart mobile phone enthusiasts know that whether products truly sell well cannot be taken seriously just from manufacturers’ self-promotions. As always, let’s analyze based on Dong’s mobile phone sales rankings to see what kind of 答卷 (performance) each manufacturer has delivered in this 618.
Who is the winner of another 618 battle?
If asked, “Who is the biggest winner of this 618?” The answer is clearly only one: Apple. Despite the criticism, people still keep buying. To be fair, considering Apple’s average price of over 5,000 yuan, it’s no surprise that it won the sales amount championship. However, it’s quite astonishing that it achieved both sales volume and sales amount championships. Yes… Xiaomi (finally) secured the sales volume championship during last year’s Double 11, but Apple has now snatched it back.
Mobile Phone Race Rankings
Total Brand Sales Amount – Cumulative List
2025-06-18 23:59:59
- Apple
- Xiaomi (MI)
- Huawei (HUAWEI)
- vivo/iQOO
Total Brand Sales Volume – Cumulative List
2025-06-18 23:59:59
- Apple
- Xiaomi (MI)
- vivo/iQOO
- OPPO/OnePlus
- Honor (HONOR)
- Huawei (HUAWEI)
- realme
- Philips (PHILIPS)
- Samsung (SAMSUNG)
- Gionee
The reason is still the same: Although Apple is frequently “defeated” by various competitors online, once it employs the price reduction strategy, others truly struggle to compete. Let’s rewind to mid-May when 618 just launched. The iPhone 16 series, which had faced repeated setbacks in the first few months of 2025, quickly initiated a significant price adjustment. The most popular iPhone 16 Pro, with national subsidies, dropped from 7,999 yuan to 5,499 yuan, directly competing with various domestic ultra-flagship models. Despite only having 128GB storage, this move unsurprisingly made it top the 618 single-product sales list. Additionally, the iPhone 16 Pro Max and iPhone 16, which also had drastic price cuts, respectively ranked second and third on the list.
Single-Product Sales Rankings
All Single Products – Cumulative List
2025-06-18 23:59:59
- iPhone 16 Pro
- iPhone 16 Pro Max
- iPhone 16
- REDMI K80
- REDMI Turbo 4 Pro
- iPhone 14
- OnePlus Ace 5
- Redmi 14C
- Redmi Note 14 Pro
- iQOO Neo10
According to data revealed by third-party bloggers, in just the first two weeks of 618, the activation volume of the iPhone 16 Pro alone reached approximately 1.32 million units. For comparison, the Find X8, which has been a bestseller this year, sold just over 1.85 million units from its first sale to early June…
Digital Chat Station III
May 30, 17:01
Apple ranked first in the weekly share for W21. The cumulative activation volume of the iPhone 16 Pro Max in China has exceeded 10 million units, and the iPhone 16 Pro had nearly 800,000 weekly activations. The high-end market is truly dominated by Apple…
Digital Chat Station III
May 23, 16:13
During W20, Apple officially reduced prices with national subsidies, ranking first in the domestic weekly market share exceeding 21.5%. The iPhone 16 Pro had over 520,000 weekly activations, and the iPhone 16 Pro Max had 320,000 weekly activations. This is hardly surprising.
Even the iPhone 14, which had little online buzz, ultimately became the No. 1 in the 3,000-3,999 yuan price segment. The iPhone 15 ranked second in the 5,000 yuan price segment, second only to the iPhone 16.
Good news: Apple fans would rather buy the iPhone 14 and 15 than the iPhone 16e.
Bad news: Domestic flagships tried their best but still failed to surpass…
Domestic Brands’ Performance
Xiaomi
Although it failed to defend its sales volume championship, Xiaomi still achieved remarkable results during this 618, ranking second in both sales volume and sales amount. In the top 10 of all single products, Xiaomi secured four positions with models: Redmi K80, Redmi Turbo 4 Pro, Redmi 14C, and Redmi Note 14 Pro. The first two models, priced just above 1,500 yuan and below 1,500 yuan respectively, can be called the “dual kings of thousand-yuan cost-effectiveness” in this 618. Their strong sales are expected, but it’s surprising that they didn’t surpass the iPhone 16. It seems that challenging the top three may have to wait for the K80 Ultra during Double 11.
In the flagship category, the Xiaomi 15, Xiaomi 15 Pro, Redmi K80 Pro, and Xiaomi 14 performed moderately well. The first two ranked third and sixth in the 4,000-5,999 yuan price segment, while the latter two ranked third and fourth in the 3,000-3,999 yuan segment. Specifically, the Xiaomi 15 Pro, Redmi K80 Pro, and Xiaomi 14 drove sales through price cuts, while the Xiaomi 15 relied more on its product strength due to relatively conservative pricing during 618.
Huawei
Ranking sixth in cumulative sales volume but second only to Apple and Xiaomi in sales amount, Huawei demonstrated that despite low visibility during 618, it still holds significant share in the high-end market. In the top 10 of the over-6,000 yuan category, Huawei had four models: Pura70 Pro+, Mate X6, Mate70 Pro+, and Pura X. Notably, the Mate X6, a premium foldable phone priced over 10,000 yuan, sold better than the ultra-flagship models from Xiaomi, OPPO, and vivo. It’s confusing why the Pura70 Ultra sold worse than the Pro+ despite similar prices. Additionally, the Samsung S24 Ultra, ranking third in the over-6,000 yuan category, requires further explanation.
OPPO
OPPO’s main sales drivers during this 618 were the OnePlus Ace 5, OnePlus 13, and OPPO Find X8. The Ace 5 ranked seventh in the overall list and second in the 2,000-2,999 yuan segment after the Redmi K80. Although it has some shortcomings, the OnePlus Ace 5 is attractive at just over 1,000 yuan for a Qualcomm Snapdragon 8 Gen3 phone with good build quality. The OnePlus 13 and Find X8 were dubbed “legendary price cut kings” of 618. Their rankings might have been higher if not for even more aggressive pricing on other platforms like Taobao and Douyin.
vivo
Vivo ranked third in overall sales volume, relying mainly on mid-range cost-effective models such as the iQOO Neo10 (ranked 10th overall) and iQOO Z10 Turbo+ (second in the 1,500-1,999 yuan segment). In the premium category, besides the X200 Ultra ranking seventh in the over-6,000 yuan segment, the newly launched X200s sold significantly better than the X200, suggesting vivo may have no reason to continue using curved screens for the next X300 series.
Honor
Honor underperformed in this 618, with its premium models having minimal visibility and less aggressive discounts compared to OPPO and vivo. Only the Honor GT and thousand-yuan models like the Honor X60, X50, and X60 Pro maintained stable sales. In May’s domestic market share, Honor ranked sixth with 11.5%, indicating a need for strategic adjustments.
2025 May Domestic Mobile Phone Market Share (Sell-out)
- Apple: 17.6%
- Xiaomi: 16.5%
- Huawei: 16.0%
- vivo: 15.7% (including iQOO: 4.4%)
- OPPO: 14.6% (including OnePlus: 2.4%)
- Honor: 11.5%
- Huawei 智选 (Huawei Smart Selection): 2.4%
- realme: 1.4%
- Others: 4.2%
Final Thoughts on 618 Mobile Phone Shopping
Although many models had attractive price cuts, the purchasing process this year became more complicated, with various coupons and price differences across platforms. It required significant effort to secure the best deals. Combined with the prolonged duration, the overall experience was the worst ever. Hopefully, future promotions will improve.
