China smartphone sales fall 13% during 618 festival

• China smartphone sales declined 13% year over year during the 618 shopping festival, according to Counterpoint Research data.
• Higher memory costs pushed device prices higher and limited promotional discounts.
• Huawei was the only major brand to grow, with sales rising 19% during the festival period.

Smartphone sales in China fell 13% year over year during the month-long 618 shopping festival as higher memory costs pressured pricing and reduced promotional activity.

Counterpoint Research data showed sales declined from May 26 to June 21, with most major Chinese smartphone brands recording double-digit drops.

Honor sales declined 33% and Xiaomi sales fell 24%, while Huawei Technologies was the only major brand to record growth during the period.

Counterpoint analyst Ivan Lam said smartphone brands offered fewer discounts than the previous year, with smaller price reductions and fewer models included in promotions.

Huawei led the market with a 21% share, with sales increasing 19% during the festival period.

Apple (NASDAQ:AAPL) sales declined 9% despite promotional offers, although the company moved into the No. 2 position during the event.

Counterpoint said the 618 festival supported a June recovery in smartphone sales but expects the broader Chinese smartphone market to face a seasonal slowdown and double-digit