3 Minutes
JD.com's final tally for Double 11 2025 confirmed a familiar but evolving smartphone landscape: Apple kept the top spot in both units and revenue, while Xiaomi emerged as the strongest Chinese contender. The shopping marathon that closed at 23:59:59 on November 11 showcased premium demand and growing diversity among domestic brands.
iPhone 17 series holds the premium crown
Apple ranked first in brand revenue and total unit sales, with the iPhone 17 Pro Max, iPhone 17 Pro and iPhone 17 occupying the top three model positions. Demand for the iPhone 17 family remained robust across entry and mid-price tiers, but the real momentum was in the premium segment—where Apple continues to convert headline attention into sales.
Xiaomi: the hometown leader making waves
Xiaomi finished second overall and was the top-selling Chinese brand during Double 11. A broad product lineup helped the company secure high volumes: the Redmi K80 placed fourth in overall unit sales, becoming the most popular domestic model of the event. Other Xiaomi entries like the Redmi Turbo 4 Pro and K80 Ultra also cracked the top ten, and the Xiaomi 17 Pro Max landed fourth in the 6,000-yuan-and-above premium bracket—outperforming several rival flagships.
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Vivo, Oppo, Honor and the rest: a crowded field
Vivo and its performance-focused sub-brand iQOO held third place in total sales, showing consistent strength across midrange and flagship models. Oppo and OnePlus, combined as a group, secured the fourth spot in brand sales thanks to a varied product mix, while Honor rode solid momentum with the X70 series.
Huawei took sixth in unit sales but climbed to fourth in brand revenue, driven by premium devices like the Mate 70 Pro+ and the foldable Mate X6. Those models performed particularly well in the premium segment above 6,000 yuan (roughly $840), signaling that Huawei still commands attention in high-end hardware despite market challenges.
Niche comeback and global names
Surprises included Philips and K-Touch reappearing in the top ten by volume, reflecting niche demand in specific categories. Samsung, Realme, Nubia and Motorola rounded out the list, each maintaining steady festival sales and contributing to a diverse vendor mix.
What the Double 11 results mean
Apple’s dominance remains clear, especially at premium price points, but the gap is narrowing in both value and flagship tiers. Xiaomi’s strong showing — including a top-performing Chinese flagship in the 6,000-yuan+ bracket — highlights accelerating competition. For shoppers and industry watchers, the takeaway is simple: premium strength still belongs to Apple, but Chinese brands are closing in with better portfolios, aggressive pricing and high-end ambition.
As the market shifts, expect next year’s festival to be another battleground: brands will double down on camera performance, charging tech and AI-driven features to sway buyers during peak shopping moments.
Source: gizmochina
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