The most intense 618 battle ever.

The month-long 618 Mid-Year Shopping Festival has officially come to an end. As the first shopping festival in history to cancel pre-sales and gimmicks, all platforms and brands have put in their best efforts, achieving remarkable results. Among all categories, the most noteworthy is still the mobile phone and digital products field, as even Apple participated personally, showing the intensity of the competition.

Starting in the early hours of June 19th, Xiaomi, Honor, and OPPO successively released their 618 Mid-Year Shopping Festival results. By the morning, Meizu, Nubia, and Realme followed suit, revealing the ultimate performance of this event. So how many "smartphone industry firsts" will be born during this year's 618? And how many manufacturers will become new top players?

Frequent Good News in the Mobile Phone Market's 618

Even before the 618, the mobile phone market had already become lively. Taking mainstream manufacturers such as vivo, iQOO, Realme, and Meizu as examples, they successively launched new products from early to mid-May, including flagship models like the vivo X100 Ultra. It is not difficult to see that all brands wanted to engage in a full-fledged competition during this sales promotion.

However, frequently launching new products can indeed attract consumers' attention, especially on the eve of the promotion, coupled with the rhythm of new product promotion, it is easier to catch the attention of users with a desire to replace their phones. But from the final reports released by various companies, it seems that simply relying on new product launches is not necessarily successful in winning the championship.

1. Xiaomi: 26.3 billion,刷新历年大促记录

Since the release of the Xiaomi 14 series last year, Xiaomi has been a regular on the top-selling lists of various e-commerce platforms. This may be why Xiaomi, even without releasing new products before the promotion like other manufacturers, successfully refreshed its own record for annual sales promotions.

Xiaomi's official report shows that the total sales of this year's 618 promotion across all channels reached 26.3 billion yuan, topping the sales and revenue of domestic mobile phones on JD.com, Tmall, Pinduoduo, Douyin, and Kuaishou. Specifically, in terms of individual models, Redmi K70 took the lead in sales of domestic mobile phone models on JD.com, Tmall, Douyin, and Pinduoduo during the 618.

(Image source: Xiaomi)

The reason why Redmi K70 became the sales champion is mainly related to its price. It is understood that during the promotion, the price of Redmi K70 once dropped to 1,799 yuan, with a storage version of 12GB+256GB. As a mid-range flagship equipped with a 2K display and the Qualcomm Snapdragon 8 Gen 2 mobile platform, it is able to achieve such a low price, which explains why it achieved good results on the speed ranking list. It is worth mentioning that Redmi K70 entered the top three of the speed ranking list early in the 618 promotion, competing with the iPhone 15 Pro Max and iPhone 15 Pro, changing the situation where Apple dominated the top three in previous years.

2. Honor: The Big Winner in the Foldable Phone Market

Honor released the Honor 200 series before this year's promotion, as a small iterative model with a half-year update, introducing Elegance Portrait as its selling point in imaging, attracting much attention from consumers. However, since Honor achieved rapid growth in the foldable phone market last year, the market has also begun to pay more attention to Honor's achievements in foldable phones, making it the biggest winner in the foldable phone market during this promotion.

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