Today, the research organization CounterPoint released the sales performance of the Chinese mobile phone market during Double Eleven. Apple made a good turnaround with the iPhone 17.The report states that smartphone sales during China's "Double 11" shopping festival in 2025 (which starts on October 20 and lasts for three weeks, calculated from Monday to Sunday) will increase by 3% year-on-year.
According to CounterPoint, this growth is mainly due to the strong performance of Apple’s iPhone 17 series. If Apple’s contribution is excluded, the market actually fell by 5% year-on-year.
During this period, iPhone grew by 37% year-on-year, OPPO and vivo grew by 12% and 8% respectively. Xiaomi, Huawei, and Honor all experienced declines, with proportions of 11%, 22%, and 14% respectively.
Due to the late release of its flagship new product Mate 80 series, Huawei missed the core "Double 11" promotion period (two weeks late), resulting in the largest decline among major brands. This series was designed to compete with the flagship models recently released by other domestic manufacturers, but it failed to catch up with the traffic bonus of this big promotion.
Xiaomi's sales dropped by 11% year-on-year during this major promotion, mainly due to the shift in its sales rhythm. Unlike last year, when the Xiaomi Mi 15 series coincided with the "Double 11" launch, this year's Xiaomi Mi 17 series was released earlier, causing the sales peak to be moved to one month before the big promotion.
As manufacturers shift their focus to newly released flagship models, the performance of older models is weak, which may have pushed up the average selling price (ASP), but also squeezed overall shipments.