By conventional logic, as this year's Double 11 shopping festival draws to a close, major manufacturers should be rolling out their results one after another.

But unlike previous years—when major phone manufacturers each had their own way of claiming victory, and even the losers found a winning angle; anyway, with enough qualifiers, everyone was number one—this year the phone manufacturers have been almost completely silent.

No surprise there. This year's performance is certainly not as good as previous years. After all, with memory chip prices rising so sharply, sales definitely won't be strong.

But even in a bad year, someone will still come out ahead. So who is the biggest winner this year? It has to be Apple.

In terms of individual model sales, Apple alone swept the top 4 best-selling phones on the JD platform, and all of them were flagship devices. The other 6 domestic phones on the list were all mid- and low-end models, and none of the domestic flagship phones released in the second half of the year made the list—they were completely shut out. This shows just how dominant Apple is in the high-end phone segment.

In addition, Apple ranks first in all-brand sales volume and also first in all-brand revenue—the true champion across all categories, grinding all domestic phones into the ground again and again. You could call it total domination.

As for the second biggest winner, I'd say it should be Xiaomi, because among the top 10 best sellers, Xiaomi had 3 models on the list, second only to Apple. Apple took 1st through 4th, and Xiaomi took 5th, 7th, and 8th.

Apart from Apple and Xiaomi, only 3 other models made the list: 2 from Honor and 1 from Huawei—all fewer than Xiaomi.

And in the cumulative brand sales ranking, Xiaomi also ranked second, only slightly behind Apple and ahead of all other domestic phone brands.

Of course, in the revenue ranking, Xiaomi failed to hold on to second place and instead fell to fourth, surpassed by Huawei and OPPO. This is simply because Xiaomi phones have lower unit prices, so sales volume is high, but final sales revenue is actually lower than Huawei's and OPPO's because their sales share is higher.

Xiaomi has always taken the value-for-money, cost-effectiveness route, so on price it certainly cannot compete with brands like Huawei, OPPO, and vivo. Therefore, for Xiaomi, as long as it wins on sales volume, that is enough.

What is even more interesting is that in the foldable phone sales ranking, Xiaomi's MIX Flip2 actually took first place, selling better than Apple's and Huawei's. Although the reason Xiaomi's foldable phone sold well is that it is cheap.

But at least it also proves that Xiaomi's influence is still there, and the fact that so many users are still willing to pay for it proves that Xiaomi is indeed one of the big winners.