After the first wave of the 618 Shopping Festival kicked off, it officially ignited mid-year consumer enthusiasm. AVC released Tmall sales data for Week 23 (June 1-7, 2026):

Wireless Earphones: Sales reached RMB 111.71 million, down 18.4% MoM; volume hit 334,000 units, down 8.9% MoM.

Smartwatches: Sales reached RMB 108.89 million, up 0.2% MoM; volume hit 84,000 units, down 12.0% MoM.

Speakers: Sales reached RMB 91.43 million, down 32.6% MoM; volume hit 138,000 units, down 14.0% MoM.

Power Banks: Sales reached RMB 56.73 million, down 10.9% MoM; volume hit 337,000 units, down 10.3% MoM.

Mice: Sales reached RMB 45.77 million, down 21.2% MoM; volume hit 228,000 units, down 6.6% MoM.

Keyboards: Sales reached RMB 42.67 million, down 8.6% MoM; volume hit 81,000 units, down 11.6% MoM.

Phone Chargers: Sales reached RMB 25.30 million, down 2.1% MoM; volume hit 293,000 units, down 1.9% MoM.

Keyboard & Mouse Sets: Sales reached RMB 4.27 million, down 10.4% MoM; volume hit 37,000 units, down 11.4% MoM.

Voice Recorders: Sales reached RMB 6.81 million, up 0.1% MoM; volume hit 16,000 units, up 2.4% MoM.

Tmall 618 Brand Rankings W23 (June 1-7)

Wireless Earphones

Shokz: Sales reached RMB 8.98 million, capturing 8.0% market share, unchanged from last week, securing the top spot.

Baseus: Sales reached RMB 7.30 million, capturing 6.5% market share, down 0.3% MoM, ranking second with a slight decline.

Huawei: Sales reached RMB 7.08 million, capturing 6.3% market share, down 0.1% MoM, ranking third.

APPLE: Sales reached RMB 6.94 million, capturing 6.2% market share, down 0.3% MoM, ranking fourth with a slight decline.

Edifier: Sales reached RMB 6.68 million, capturing 6.0% market share, up 0.9% MoM, the only brand among the TOP 5 to see a significant market share increase, ranking fifth.

Smartwatches

Huawei: Sales reached RMB 35.84 million, capturing 32.9% market share, down 1.1% MoM, ranking first with a slight decline.

APPLE: Sales reached RMB 34.62 million, capturing 31.8% market share, up 9.2% MoM, the brand with the largest market share increase among the TOP 5.

OPPO: Sales reached RMB 8.36 million, capturing 7.7% market share, down 0.5% MoM, ranking third with a slight decline.

Redmi: Sales reached RMB 7.48 million, capturing 6.9% market share, down 3.9% MoM, the brand with the largest market share decline among the TOP 5.

Garmin: Sales reached RMB 6.90 million, capturing 6.3% market share, unchanged from last week, ranking fifth.

Power Banks

Baseus: Sales reached RMB 7.84 million, capturing 13.8% market share, down 4.4% MoM, ranking first with a significant decline.

Torras: Sales reached RMB 7.59 million, capturing 13.4% market share, down 0.5% MoM, ranking second with a relatively stable performance, narrowing the gap with first-place Baseus.

Xiaomi: Sales reached RMB 7.44 million, capturing 13.1% market share, up 0.4% MoM, ranking third with a slight increase.

Anker: Sales reached RMB 5.07 million, capturing 8.9% market share, up 0.5% MoM, ranking fourth with steady growth and a robust performance.

Cuktech: Sales reached RMB 3.58 million, capturing 6.3% market share, up 0.9% MoM, ranking fifth with the highest market share increase among the TOP 5, showing strong growth momentum.

Mice

Razer: Sales reached RMB 15.05 million, capturing 32.9% market share, up 0.1% MoM, ranking first with a slight increase, solidifying its leading position and further widening the gap with the second-place brand.

Logitech: Sales reached RMB 12.04 million, capturing 26.3% market share, down 6.7% MoM, ranking second with a significant decline.

Aitec: Sales reached RMB 3.42 million, capturing 7.5% market share, up 1.2% MoM, ranking third with the highest market share increase among the TOP 5, showing strong growth momentum.

MaiCong: Sales reached RMB 3.21 million, capturing 7.0% market share, up 0.4% MoM, ranking fourth with a stable and slight increase, steadily gaining market share.

Inphic: Sales reached RMB 1.14 million, capturing 2.5% market share, up 0.4% MoM, ranking fifth with a slight increase.

Keyboards

ROG: Sales reached RMB 7.16 million, capturing 16.8% market share, up 0.8% MoM, ranking first with a slight increase, solidifying its leading position and maintaining an advantage in the high-end gaming keyboard market.

MaiCong: Sales reached RMB 5.49 million, capturing 12.9% market share, down 2.1% MoM, ranking second with a significant decline, facing market share pressure.

IQUNIX: Sales reached RMB 3.78 million, capturing 8.9% market share, down 0.1% MoM, ranking third with a slight decline, showing a relatively stable performance with little change in share.

MELGEEK: Sales reached RMB 3.45 million, capturing 8.1% market share, up 1.9% MoM, ranking fourth with the highest market share increase among the TOP 5, showing strong growth momentum.

Aula: Sales reached RMB 3.07 million, capturing 7.2% market share, up 1.8% MoM, ranking fifth with a significant increase, showing clear market share expansion.

Keyboard & Mouse Sets

Logitech: Sales reached RMB 1.38 million, capturing 32.3% market share, down 4.7% MoM, ranking first with a significant decline, with its leading advantage being weakened.

Xingqianzhe: Sales reached RMB 590,000, capturing 13.9% market share, up 0.2% MoM, ranking second with a slight increase, showing a stable performance and maintaining steady growth in share, tied with the third-place brand.

Gravity Planet: Sales reached RMB 590,000, capturing 13.8% market share, up 2.2% MoM, ranking third with the highest market share increase among the TOP 5, showing strong growth momentum and quickly catching up with leading brands.

Aula: Sales reached RMB 540,000, capturing 12.8% market share, up 0.2% MoM, ranking fourth with a slight increase, showing steady market share expansion and a similar performance to Xingqianzhe, with a fierce competitive situation .

HP: Sales reached RMB 200,000, capturing 4.6% market share, unchanged from last week, showing a stable overall performance.

Phone Chargers

Torras: Sales reached RMB 4.79 million, capturing 18.9% market share, down 1.5% MoM, ranking first with a decline, with its leading advantage narrowing.

Anker: Sales reached RMB 4.49 million, capturing 17.8% market share, down 1.8% MoM, ranking second with a decline, the brand with the largest market share drop among the TOP 5.

APPLE: Sales reached RMB 2.39 million, capturing 9.5% market share, up 2.0% MoM, ranking third with the highest market share increase among the TOP 5, showing strong growth momentum.

Ugreen: Sales reached RMB 1.98 million, capturing 7.8% market share, up 0.4% MoM, ranking fourth with a slight increase, showing a stable performance.

Baseus: Sales reached RMB 1.90 million, capturing 7.5% market share, down 0.8% MoM, ranking fifth with a slight decline, facing market share pressure.

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