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Dual Growth in Smartphone Market: Sales Volume and Revenue Rise, Average Price Drops Reflecting Intense Competition
According to the latest e-commerce market data from Sandalwood, during the 2024 "618" promotion, smartphone sales increased by 16% Y/Y, and sales revenue grew by 11% Y/Y, indicating healthy market growth. However, the average price of smartphones dropped from 4,439 yuan in the same period last year to 4,230 yuan, reflecting intensified market competition and diversified pricing strategies among brands.
The product lifecycle growth is relatively balanced and orderly, leading to a healthy market trend.
From the perspective of product life cycle, sales of smartphones launched 10-12 months ago increased by 171% Y/Y, becoming the main force of market growth during the 618 period. Sales of products launched 7-9 months ago increased by 35% Y/Y, and sales of products launched 4-6 months ago increased by 29% Y/Y, both of which grew relatively steadily. Sales of products launched 1-3 months ago decreased by 29% Y/Y, and sales of products launched more than 12 months ago decreased by 14%; the growth trend of different life cycle periods during the promotion period was relatively orderly, and the product life cycle was relatively good.
Strong Growth in the Ultra-High-End Market
The ultra-high-end smartphone market (priced above 10,000 yuan) showed significant growth, with a Y/Y growth rate of 168%. This indicates that even amidst economic uncertainties, high-end consumers continue to have a strong demand for cutting-edge technology and high-performance devices. HarmonyOS smartphones have been recognized by consumers for their functionality, system smoothness, and ecosystem compatibility, while Apple continues to maintain its appeal in the high-end market with its brand strength and innovation capabilities.
6000-8000 Yuan Price Range: Android, HarmonyOS, and iOS Lead Together
In the 6000-8000 yuan price range, smartphones with Android, HarmonyOS, and iOS systems all maintained high growth rates. Android phones, driven by technological innovation and optimized market strategies, saw a Y/Y increase of 51%, with Xiaomi's digital series, Vivo's X series, and IQOO's digital series performing particularly well. HarmonyOS experienced a Y/Y growth of 184%, with Huawei's newly released Pura series showing strong performance. iOS, leveraging its brand effect and pricing strategies, achieved an 89% Y/Y growth. With Android, HarmonyOS, and iOS lead together, the overall sales in the 6000-8000 yuan price range saw a Y/Y increase of 91%.
Stable Expansion in the Mid-Range Market
In the 1500-2000 yuan price range, smartphone sales increased by 43% Y/Y, making it one of the fastest-growing segments. The IQOO Z series and Vivo Y series saw significant growth, while the Honor X series performed steadily. The market in the 2000-4000 yuan price range also achieved over 30% Y/Y growth, with the Redmi K series continuing its steady growth, surpassing the market average growth rate.
Strong Demand for Memory and Storage
The trend of upgrading memory and storage space is significant: products with 1TB and 512GB storage saw sales increase by 295% and 173% Y/Y, respectively. Products with 16GB memory had the highest growth rate, with a Y/Y increase of 173%, and products with 12GB memory grew by 90% Y/Y.
Significant Increase in Foldable Phone Sales
Sales of bar phones increased by 16% Y/Y, keeping pace with the overall market growth. Foldable phone sales grew by 59% Y/Y, with Huawei Mate X and Vivo X Fold showing particularly notable sales growth, indicating that consumer interest in foldable phones remains high.
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