China Smartphone Sales Rebound During Shopping Festival

China’s smartphone sales rebounded during the mid-year 618 (June 18) shopping festival, rising 7% YoY according to Counterpoint data. The increase came after the world’s biggest smartphone market posted two consecutive monthly YoY declines. However, the market is still left with a mixed picture for the year-end outlook.

vivo took the first spot during the first three weeks of June, making up 23% of the smartphone sales of the top eight OEMs, according to Counterpoint’s smartphone tracker. The second and third spots went to OPPO (21%) and Xiaomi (19%).

Exhibit 1: Top 8 OEMs’ Market Share During First Three Weeks of June


The three biggest smartphone brands have all benefited from the retreat of Huawei and HONOR, which were first and second bestsellers in 2020. The two companies’ smartphone sales plummeted 68% and 49% respectively this year due to the difficulties faced by them in sourcing components. However, HONOR’s performance has improved after separating from Huawei. Its sales in the first three weeks of June increased more than 15% when compared to the first three weeks of May. HONOR will likely sustain the current growth momentum in China as the brand is still popular among the customers there.

Exhibit 2: OEMs Share Changes in China Smartphone Market During First Three Weeks of June, 2021 vs 2020

This is Apple’s second year of participation in the shopping festival. The company’s sales increased 16% YoY during this edition, taking it to the fourth spot driven by strong promotion activities. The iPhone12, for instance, was being offered by China’s major online retailers at discounts of more than RMB1000 ($155).

realme turned in an eye-catching figure. The company’s smartphone sales increased more than tenfold from last year, the biggest jump among the top phone brands. For this year’s 618 shopping festival, realme not only offered various discounts but also introduced the Q3 Pro Carnival Edition.

Even though the market rebounded in June after seeing two months of declines, it is still a mixed picture for the full-year outlook. OEMs, especially OPPO, vivo and Xiaomi, will continue to aggressively target the void left by Huawei. For the mass-market segment, OEMs could potentially see another reshuffle in the second half as HONOR is making a strong comeback after sorting out the component issue.

*Disclaimer: The updated graphic reflects the top OEMs’ market shares of the total market sum. The older graphics were each top OEMs’ market share of the sum of their sales. 

Related Posts


Counterpoint research is a young and fast growing research firm covering analysis of the tech industry. Coverage areas are connected devices, digital consumer goods, software & applications and other adjacent topics. We provide syndicated research reports as well as tailored. Our seminars and workshops for companies and institutions are popular and available on demand. Consulting and customized work on the above topics is provided for high precision projects.

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited


In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.