Huawei Outperforms Apple With Robust Sales During China's Singles Day Event

Smartphone Shakeup during China's Iconic Shopping Spree

During the highly anticipated Singles Day shopping festival in China, well-known brands faced contrasting fates in the smartphone arena. Counterpoint Research data highlighted a dip in sales for Apple, contrasting sharply with a surge for local giants Huawei and Xiaomi. Specifically, Apple observed a modest 4% year-on-year decrease in sales over the two-week extravaganza from October 30th to November 12th, while Huawei and Xiaomi saw soaring sales by 66% and 28%, respectively.

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This trend contributed to an overall 5% bump in the volume of Chinese smartphones sold during the Singles Day festivities compared to the previous year. This sales performance is a solid reflection of the dynamic nature of China's tech market.

When we look at pricing, Apple's current iPhone 15 starts at 5,149 GBP, Huawei offers their Mate 60 commencing at 4,822 GBP, and Xiaomi's fresh-off-the-shelf Mi 14 begins at a more modest 3,517 GBP.

Electronics Giants Withhold Singles Day Sales Figures

Unlike previous years, e-commerce behemoths such as Alibaba and JD.com have kept their sales data under wraps, moving away from earlier practices of public disclosure. Nevertheless, JD.com boasted that Apple products exceeded sales of 881 GBP million over the Single's Day timeline, and a Xiaomi representative proudly shared that they hit a grand total of 14.16 GBP billion in cumulative sales.

With the Chinese smartphone market predicted by IDC experts for a rebound, sales are anticipated to grow year-on-year in Q4. This optimism comes after a slump that saw shipments decline over ten consecutive quarters. E-commerce sites capitalized on the season by offering significant markdowns on Apple's iPhones, giving shoppers a strong incentive to buy.

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Behind Apple's Languid Sales during the Extravaganza

Apple unveiled its iPhone 15 series in late September, which was preceded by Huawei's Mate 60 release, boasting an advanced chip of their own design. The Mate 60 has managed to draw "patriotic" support, showcased as a symbol of resilience against US export controls that once threatened its smartphone sector.

Xiaomi's unveiling of its flagship Mi 14 line in October resulted in the announcement that sales exceeded 1 million units relatively soon after launch, illustrating the brand's marketplace tenacity. Analysts hint that Apple's relatively sluggish Singles Day sales could be attributed not only to domestic competition but also to ongoing supply chain challenges impacting the availability of the new iPhone models.

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Counterpoint's Senior Analyst Ivan Lam notes, "Apple is improving compared to last month, yet supply issues still persist." He anticipates a normalization in Apple's supply chain in the coming period, which may offer relief to the tech juggernaut.

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