Summary：China’s 618 Smartphone Sales Drop 13% as Huawei Surges Ahead **Introduction** China’s annual 618 e

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China’s 618 Smartphone Sales Drop 13% as Huawei Surges Ahead

**Introduction**
China’s annual 618 e‑commerce festival, traditionally a barometer for consumer electronics demand, posted a disappointing performance in 2026. Smartphone shipments fell 13% year‑on‑year, according to Counterpoint Research, marking the steepest decline since the pandemic‑era slump of 2020. The dip reflects a confluence of rising component costs, tempered promotional activity, and shifting buyer priorities, even as one domestic player managed to buck the trend.

**Key Developments**
The 618 period, which ran from May 18 to June 20, saw overall smartphone sales slide to approximately 78 million units, down from 90 million in the same window last year. Counterpoint attributed the decline primarily to higher NAND and DRAM prices, which lifted bill‑of‑materials costs for mid‑ and high‑tier devices. Manufacturers responded by scaling back deep‑discount campaigns that had previously driven volume spikes.

Amid the broader downturn, Huawei emerged as the standout performer. The company’s Mate 60 series, bolstered by a newly launched 5G‑only chipset and aggressive trade‑in incentives, captured roughly 12% of total 618 smartphone sales—up from 8% in 2025. Huawei’s resurgence was fueled by strong loyalty among existing users and a renewed focus on camera‑centric features that resonated with premium‑seeking shoppers.

**Industry Analysis**
The 13% contraction underscores a maturing market where price sensitivity is being eclipsed by concerns over long‑term value. Analysts note that consumers are increasingly weighing total cost of ownership, factoring in not just upfront price but also expected software support and resale viability. Higher memory costs have forced OEMs to either absorb margins or