Mobile phone manufacturers decisive battle 618: Xiaomi won 26.3 billion, and the sales champion turned out to be it

Ray Technology

2024-06-19 19:50Posted in Guangdong science and technology field creators

The month-long 618 mid-year promotion officially came to an end, and as the first shopping festival in history to cancel pre-sales and not play routines, all platforms and brands have rushed forward with full strength and achieved good results. Among the various categories, the most noteworthy is still the mobile phone digital field, after all, even Apple has personally ended, and the intensity of the battle can be seen.

Starting in the early morning of June 19th, Xiaomi, Honor, and OPPO have successively released 618 mid-year promotion reports, and in the morning period, Meizu, Nubia, and True Me followed closely behind, revealing the ultimate results of this event. So how many "lap firsts" will be born in 618 this year? How many manufacturers have become the new top stream?

618 in the mobile phone market has been reported frequently

As early as the eve of 618, the mobile phone market was lively, taking vivo, iQOO, real me, Meizu and other mainstream manufacturers as examples, they have released new products from early to mid-May, including vivo X100 Ultra, the annual image flagship, it is not difficult to see that all brands want to take advantage of this big promotion to have a hearty head-to-head competition.

However, the frequent launch of new products can indeed attract the attention of consumers, especially on the eve of the big promotion, with the rhythm of new product dissemination, it is easier to attract the attention of users who have the desire to change their phones. But judging from the final battle reports just announced, if you want to win the championship, you may not be able to succeed just by launching new products.

1. Xiaomi: 26.3 billion, setting a new record for major promotions over the years

Since the release of the Xiaomi 14 series last year, Xiaomi has been a frequent visitor to the hot sales list of various e-commerce platforms, which may be the confidence that Xiaomi has successfully refreshed its own record in the past years even if it did not release new products before the big promotion like other manufacturers.

Xiaomi's official battle report shows that this year's 618 promotion has a total turnover of 26.3 billion yuan across all channels, ranking first in the sales and sales of domestic mobile phones on all platforms of JD.com, Tmall, Pinduoduo, Douyin and Kuaishou. In terms of the performance of a single model, Redmi K70 has won the sales championship of JD.com, Tmall, Douyin, and Pinduoduo 618 domestic mobile phone products.

(Source: Xiaomi)

The reason why Redmi K70 can become the sales champion is mainly related to its price. It is understood that during the big promotion, the Redmi K70 price once fell to 1799 yuan, and the storage version is12GB+256GB, as a mid-range sub-flagship equipped with a 2K display + Snapdragon 8 Gen 2 mobile platform, it can achieve such a low price, and it is no wonder that it has achieved good results on the racing list. It is worth mentioning that Redmi K70 squeezed into the top three in the racing list in the early stage of the 618 promotion, competing with iPhone 15 Pro Max and iPhone 15 Pro, changing the situation that Apple monopolized the top three in the racing list in previous years.

2. Glory: The big winner of the folding screen market

On the eve of this year's big promotion, Honor released the Honor 200 series, as a small iteration model updated in half a year, and took out the Yagu portrait as the selling point of its image, attracting the attention of many consumers. However, since Honor achieved rapid growth in the folding screen mobile phone market last year, the market has also begun to pay more attention to the achievements of Honor folding screen mobile phones, making it the biggest winner of the folding screen mobile phone market in this big promotion.

(Source: Glory)

According to the official battle report, the sales of the Honor folding screen family increased by 179% year-on-year, and the just-released Magic V Flip won the sales championship of the small folding category on the online platform, while the Honor 200 series, Honor X50 GT, and Honor X50 also won the championship in their respective price ranges.

I have to say that although the folding screen market has not ushered in many new products this year, considering that competing products in the same period in previous years have also given enough sincerity in the big promotion, it is also worth affirming that Honor can break through in the army of machines. In particular, the new product Magic V Flip, which was only released on June 13, has already received a large number of consumer support, which shows that Honor's brand recognition in the folding screen market has been successfully established.

3. Realme: An increase of 889%, realme's mid-range flagship has become

Compared with the battle reports of various companies, the real me is obviously simpler and rude: the sales volume of the price segment above 3000 yuan increased by 889% in the same period, the real me 12 Pro series increased by 200% year-on-year, and the real me GT Neo6 SE Tmall hot sales list TOP5.

(Source: realme real me)

Although I didn't win the championship, my record was actually good. On the one hand, the flagship model with a price of more than 3000 yuan after the brand independence has never been very recognized by mass consumers, but this time, relying on the ultimate cost-effective performance of the realme GT5 Pro, it has successfully attracted a large number of fans to support it, making it make leaps and bounds; On the other hand, the competition of mid-range models this year is already very large, in addition to the real me, the new machines of iQOO, Redmi, OnePlus and other brands are menacing, and the real me GT Neo6 SE can be among the TOP5, and the results are not too bad.

4. Nubia: Surpassing yourself last year is success

Nubia can be said to be the most simple mobile phone manufacturer that issued a war report today, and there is only one core message in the whole poster: JD.com's sales increased by 100% year-on-year.

In fact, Nubia's participation in 618 this time is also full of sincerity, such as Nubia's contemporary flagship Z60 Ultra hit a new low of 3599 yuan, and also released a thousand-yuan machine Nubia Maverick 5G and the first small folding screen mobile phone Flip, both of which have good discounts.

(Source: Nubia)

But in the past two years, the mobile phone market is too volatile,In Nubia's main 3000Yuan price range,OPPO、Xiaomi、Glory has quite popular models to occupy the top of the list,And the small folding screen market has ushered in a strong opponent like Magic V Flip,This makes Nubia have no championship to win。 Nubia naturally also has unique advantages, as the only mobile phone manufacturer that still adheres to the under-screen camera solution, it still attracts many full-screen enthusiasts to buy.

5. Meizu: 80% repurchase rate, Meizu is powerful

As the manufacturer with the fewest items of the same series among the mainstream mobile phone brands, Meizu has also achieved good results in this year's 618. According to the battle report, Meizu AI mobile phones received 80% of the repurchase rate of Meizu during the 618 period, and it seems that Meizu fans are still very supportive of Meizu's full switch to AI terminals.

(Source: Meizu)

In terms of single models, Meizu 21 won the TOP1 of the Kuaishou Mall smartphone word-of-mouth list, and Meizu 21 NOTE won the TOP1 of the Tmall 2500 yuan Snapdragon flagship mobile phone hot list, which are basically popular models released this year. It can only be said that there are not many Meizu models at present, and the Meizu 21 series is full of Meizu 21, Meizu 21 PRO and Meizu 21 NOTE.

However, at least Meizu friends are still very confident in the new phones released by Meizu, and the 80% repurchase rate also shows that Meizu has a relatively solid audience.

6. vivo: The tactics of the sea of machines did not work, and the flagship series continued to sell out

When it comes to the brand with the highest frequency of pushing new products this year,It must be the blue factory,According to incomplete statistics,In May alone, vivo (including iQOO) released at least 11 new machines,Including the annual image flagshipX100 Ultra,This is the implementation of the tactics of the sea of machines to the end。

However, judging from the battle report released by vivo, the frequent release of new machines does not seem to have helped significantly. According to the battle report, vivo's online sales increased by 48% year-on-year, Jingdong Android mobile phone brand list sales/sales TOP3, Tmall Android mobile phone sales TOP2. In the single-model part, the X100 series is still quite popular, with a year-on-year increase of 165%, and the folding screen vivo X Fold3 has won the TOP1 of JD.com/Tmall dual-platform large folding screen mobile phones.

(Source: vivo)

Perhaps this generation of flagship X100 series is too dazzling, the standard version of X100 covers the 3000 yuan price point performance is even better than the new machine S19 series, and iQOO only Z9 Turbo won a championship. In fact, although the blue factory released a large number of new machines in the first half of this year, the X100 series and iQOO Z9 series are still the bearers of the blue factory.

In any case, the blue factory's 618 record this year is still quite good, and if the X100 Ultra can be released in April ahead of schedule to catch up with this wave of mid-year promotions, maybe the overall sales can go up a little more.

7、OPPO：猛降价，Find X7系列口碑炸裂

It is no exaggeration to say that if this year's 618 flagship mobile phone market can only select one dark horse, Xiaolei will not hesitate to vote for the OPPO Find X7 series.

According to the battle report, the online sales of the OPPO Find X7 series on all platforms increased by 100% year-on-year, the sales of the new category of Find N3 Flip Tmall folding screen TOP1, and the sales of Android mobile phones in the 4000-4999 yuan price segment of OnePlus 12 Jingdong. The Find X7 series encountered some controversy in the early stages of release, especially in terms of pricing, most consumers thought that this price was slightly expensive, but they still recognized the product power of this generation of flagship. This has led to a good reputation among OPPO's flagship mobile phone users this year, but it is not reflected too much in sales.

(Source: OPPO)

618In the big promotion, OPPO took the lead, of which the Find X7 Ultra 16GB+512GB version fell to about 6300 yuan, compared with competing products with the same configuration, the price can be said to be quite attractive. The standard version of Find X7 has also dropped to more than 3000 yuan, with the quality of the flagship machine and the hardness of the mid-range model, it will naturally gain more consumers' favor.

In addition, OnePlus 12 and OnePlus Ace 3 also won the TOP2 in their respective price segments, and it is also quite good to achieve such good results in the fiercely competitive quasi-flagship and mid-range markets.

(Source: OPPO)

It can be said that the 618 promotion is a mid-term test for all brands, and "potential stocks" like OPPO, relying on their own good product power, combined with enough favorable prices, can still catch up and achieve a double harvest of sales and word of mouth.

618 promotion, mobile phone brands have found a breakthrough

Compared with previous years, this year's 618 promotion has removed almost all the routines that can affect consumers' mood for new machines, such as canceling pre-sales, or lengthening the sales cycle, giving users enough time to think. However, judging from the battle reports released by each company, if you want to stand out in the big promotion, the difficulty coefficient is getting higher and higher.

Judging from the battle reports, except for Xiaomi, no payment amount has been announced, and most of them have only announced the year-on-year growth, and some relatively honest brands have not beautified too much in terms of growth rate, keeping pace with the tone of this year's 618 e-commerce platform "no routine". The reason why Xiaomi has the confidence to disclose data,In fact, it is closely related to its product strength,For example, Xiaomi 14 series,Since the start of the sale, it has been popular all the way,It is reasonable to sell well after the big promotion and price reduction,Redmi K70It has maintained high growth after entering the big promotion period,Compete with the iPhone head-to-head on the racing list,The final sales are also in line with public expectations。

(Source: Xiaomi)

OPPO can be called a dark horse, after several OTA updates, ColorOS has returned to the peak of word-of-mouth, and has returned to a high position in the Ku'an system rating list. After entering the big promotion, the OPPO Find X7 series, which was originally priced on the high side, achieved a historically low price, and many consumers chose to support OPPO based on various factors such as product strength, price, and system maintenance of manufacturers, helping it set a new record in this big promotion.

Nubia and Meizu are both brands with distinctive personalities, the former insists on a rare under-display camera and a 35mm focal length main lens on the market, and the latter completely transforms the field of AI terminals, focusing on high appearance and comfortable user experience. But the 618 promotion is a fierce battlefield after all, especially this 618, even Apple personally participated, which is undoubtedly a heavy blow to Nubia and Meizu, which are not considered popular.

But it can't be said that Nubia and Meizu haven't worked hard enough, such as Nubia Z60 Ultra, which achieved about 3500 yuan during the big promotion, as a flagship mobile phone equipped with Snapdragon 8 Gen 3 mobile platform, it can be said that there are almost few opponents. On the eve of 618, Meizu also released the "AI mobile phone special forces" Meizu 21 NOTE, the pricing is in line with expectations, and there are also discounts during the big promotion.

(Source: Nubia)

Due to the involution of the mobile phone market in recent years, most of the flagship, mid-range models of the life cycle is also shortening, consumers will be more cautious when buying new machines, combined with the 618 promotion report, the public for popular models and models with a good reputation are often more concerned, such as iPhone 15 series, although the early reputation is average, but based on many factors, it has indeed become a "real fragrance machine" after a drop of about 2000 yuan.

It is not difficult to find that in previous years, a large number of manufacturers will choose to launch new products on the eve of 618 to stimulate consumers to upgrade, this year's situation has decreased slightly, it is the routine of the public to buy new machines is no longer "the lowest price wins", but will consider more factors, such as the product power we mentioned earlier, the attitude of manufacturers, price reduction, etc.

In any case, as the "mid-term test" of the mobile phone market, various brands have also grown a lot in this promotion, even if not every brand has reached their expected goals, but also found out the bottom line of consumers, which has a high reference value for the layout strategy and marketing plan of the new machine in the second half of the year. Perhaps after this battle, mobile phone brands will pay more attention to considering the actual needs of consumers to launch new products, and we also look forward to the performance of the 11.11 and 12.12 promotions in the mobile phone market.

From May 20th to June 30th, 2024, the 618 mid-year promotion is coming, and the six major e-commerce platforms of Taobao Tmall, JD.com, Pinduoduo, Douyin, Kuaishou, and Xiaohongshu will collectively "listen to persuasion", cancel pre-sales, and bargain wildly!

Popular AI hard technology categories such as mobile phone digital, AI PC, smart home appliances, TVs, small household appliances, and air ice washing are gearing up and the battle is fierce.

Lei Technology 618 report team will pay attention to the latest situation of the e-commerce platform, the latest developments of AI hard technology brands, and the new trend of the e-commerce industry.

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