sandalwood

Abstract: Seizing the opportunity and gaining market space through time advantage. In physics, time and space are interconnected; the conversion between speed and energy maintains balance. The faster the motion, the larger the space covered, and the less time spent. This principle also applies to business, especially the strategy of "leading the pace." By accelerating product or process timelines, companies can exchange compressed time for expanded market space, gaining a competitive edge.

 01-Pre-empting 11.11:How to Boost Smartphone Market Consumption? 

According to Sandalwood's China e-commerce data, during the 2024 11.11 period (October 15–November 14), smartphone sales grew 8% year-on-year, and sales revenue increased 6%, showing steady growth.

This year, 11.11 was pushed forward by a week, extending the promotional period. From October 15 to 31 (the first half of the promotion), smartphone sales rose 28% year-on-year. While momentum slowed in the second half, the overall trend remained positive. By strategically choosing when to promotion, it effectively expanded the market space.

02-First Launch = Victory:How High-End Smartphones Stand Out During 11.11?

This year, price range sales show a clear upgrade trend driven by new product launches: the 2000-3000 RMB, 4000-5000 RMB, and 8000-10000 RMB brackets all experienced higher growth.

The high-end market performed particularly well: sales in the 4000-5000 RMB range rose 45%, while sales in the 5000-6000 RMB range grew 21%. This success is linked to domestic manufacturers increasing high-end offerings and advancing their release schedules. Capturing consumer attention is key to gaining an edge. By leading the pace, manufacturers establish dominance in consumers' minds, with "first launches" symbolizing innovation. After Xiaomi 14's success last year, this year saw significant pre-emptive releases from OPPO Find X, vivo X, Honor Magic, IQOO, OnePlus, and Realme, resulting in higher sales.

Accelerating product launches compresses time but also integrates and optimizes research, development, production, supply chain, marketing, and feedback. By speeding up the entire process, companies gain a time advantage in market competition, forming a strong position in consumers' minds.

03-High-End Pace and Competition: China's High-End Smartphone Market Competitiveness Reaches New Heights

Xiaomi 14 successfully established a lead last year, and after solidifying that position, Xiaomi's Digital Series still saw double-digit growth this 11.11. Once a certain market speed and share are reached, the system’s inertia helps maintain the advantage, ensuring greater stability in future competition. The accelerated pace in the high-end market and increased competition have pushed the sector to a new phase of growth. The role of 11.11 is evolving—it’s no longer just a promotion period but also a key time for new product launches. By positioning early, companies can capture consumer attention and trade time for more market space.