Kill crazy! 618 mobile phone war report released: Xiaomi, realme, Meizu, vivo are all "first"

"Just like June 1 every year, June 1st in 2023 unsurprisingly kicked off the shopping sprefe in the first half of the year."

If it's an e-commerce platform, you might want me to start with something like this.

Unfortunately, the reality is often harsh. After three years of devastation of the epidemic, this year's 618 promotion, but it seems that it will never go back to the grandeur of three years ago.

There are no people around discussing 618, and they don't seem to have anything to buy, not even the hot search that 618 officially started, which is a strong contrast to the atmosphere of people desperately buying in those years.

However, regardless of the form of promotion, as an eternal direct stakeholder, manufacturers naturally have to try their best to squeeze out smiling faces, release one "brilliant" battle report data after another, add a luster to the brand's resume, and hope to let more people into the pit.

This attempt to grasp hope in the midst of adverse currents effortlessly piqued my interest.

are sales champions

In any case, mobile phone manufacturers have always been the most favorite type of war report in the entire e-commerce promotion.

So I also hurriedly read the Double 11 war reports of each family, I can only say that if I simply read the war report, the mobile phone market situation can be described as a very good ah.

In other words, as long as there are enough qualifiers, everyone can be the first.

(Source: Xiaomi)

For example, this Xiaomi war report wrote "4 hours 02 minutes omni-channel sales reached 4.1 billion".

(Source: Xiaomi)

In 2022, Xiaomi's official data is "breaking 2.2 billion in 4 hours of selling, and as of 12 o'clock on June 2, the omni-channel payment amount exceeded 4 billion yuan".

The most important thing is that Xiaomi did not play any word games this time, it is the same as the "omni-channel payment amount", and the statistical caliber is also consistent.

It can only be said that the gold content of the screenshot in the first time is still there.

What's more, Xiaomi directly announced that it took the first place in sales or sales of mobile phone brands on various platforms on the same day.

I still didn't believe it, and immediately conducted a search for information.

The result is true, Redmi 10A won the first sales volume in the price range of 500-999 yuan; Redmi Note11 won the first place in sales in the price segment of 1000-1499 yuan; Redmi K60 won the first sales volume in the price segment of 2000-2999 yuan; Redmi K60 Pro won the first sales volume in the 3000-3999 price segment...

(Source: JD.com)

No, I'm talking about Xiaomi, Redmi what are you doing?

It can only be said that Redmi's dominance in the middle and low end is as terrible as ever, and the decline of nearly 1,000 yuan in the Rerdmi K60 series is even more dominant.

Some people may feel strange, why is Xiaomi so strong, don't other manufacturers play?

Of course not, shortly after the opening of 618 last night, I quickly updated my battle report: "200 million in 5 minutes!"

(Source: True Self)

Looks domineering?

It's a pity that compared with the posture of @realme real me mobile phone on Weibo in previous years, this year's war report seems to lack some confidence.

Even the source of data has become a single "real self data center".

(Source: Sina Weibo)

In terms of sales, the best-selling product during its own 618, the Realme GT Neo5, can only rank fourth in the list of 2000-2999 yuan price segment.

(Source: JD.com)

In fact, in terms of product power, the Realme GT Neo5 and Realme GT Neo5 SE are actually good products this year, and the discount during the 618 period is also at a decent level.

The problem is that Redmi, which is in the same price segment as them, can be said to have cut prices during this year's 618 period can be said to be completely unreasonable. Even at the same price point as the Redmi Note 12 Turbo and the Realme GT Neo5 SE, the lack of Realme's current offline service will still make people feel daunted.

As for the real "brother" brand - OnePlus?

I searched repeatedly on Weibo, which confirmed that OnePlus really did not send 618 war reports, and their boss OPPO released a series of war reports related to the Reno10 series.

(Source: OPPO)

Regardless of whether there are objective factors, this year's OPPO is quite honest.

As for Meizu's side, it may be because of holding back for a year, and last night they excitedly posted a night war report on Weibo.

Among them, there are war reports like "Tmall 3000 yuan mobile phone hot sales|praise double list TOP 2".

(Source: Meizu)

It is also indispensable to have this kind of "growth first" and "year-on-year growth of 403%" war reports with preconditions.

(Source: Meizu)

It can only be said that although the Meizu 20 has been questioned by some, it is always a flagship phone at the right price. With this product back, at least the "Jingdong United Custom Audio Product List" and "New Home Decoration Brand List" in previous years are gone.

Really hard work for Meizu employees.

In other aspects, like this new product champion of several platforms, they have given the iQOO Neo8 series: 

(Source: iQOO)

The champion of folding screen models is basically wrapped up by vivo's products:

(Source: vivo)

Folding screen to vivo X Fold2 / vivo X Flip is really reasonable, in the Huawei Mate X3 continuous supply and demand imbalance, vivo X Fold2 has become the most worthy of this year's new folding screen, and vivo X Flip in vertical folding mobile phones also have a relatively reasonable price and configuration.

As for the new machine, the iQOO Neo8 series sells well, which can be said to be in line with the 618's all-day consumption trend. High performance, high configuration, high cost performance, coupled with up to 24 periods of interest-free, are indeed attractive for cash-strapped students.

Those who have new aircraft issue new aircraft war reports, and those who do not have new aircraft must also make some fun.

No, Black Shark quickly moved out of its "mobile phone radiator category sales & sales TOP1"

Don't say, although the Black Shark mobile phone business is in jeopardy, the peripherals are really good.

With the personality of a Black Shark Radiator user vouching that their mobile phone cooler is really easy to use, it is no exaggeration to say that the game experience saved me in the year of Snapdragon 888.

Finally, you may also find that the person with the highest total sales in the mobile phone circle this year still did not say a word, silently counting money.

Although there are few words, Apple still won the top spot in the 618 single-product model sales, 4000-6000 price range, and more than 6000 price.

(Source: JD.com)

Think about it, have spent more than 4,000 yuan to buy a mobile phone, consumers must be more inclined to Apple with stronger chip capabilities and more stable systems.

It can only be said that domestic manufacturers shouted "rush high" from three years ago, and as a result, they can only "rush high" after such a long time.

Who is to blame? After thinking about it, this pot can only give Snapdragon 888 and Snapdragon 8 Gen 1.

You sing, I appear

In addition to mobile phones, several home appliance manufacturers are actually active this year.

The first is TCL, holding the news of "Mini LED TV TCL Top 5, Mini LED Sales Top 10 Exclusive 8th, Total TV Sales No. 1" in the circle of friends crazy door, the whole is the gong and drum, firecrackers in unison, almost hung the big red banner on their own brain door.

(Source: JD.com)

However, after checking TCL's results, I did understand a lot about their performance.

If the smartphone side can still call back and forth, then this year the TV side has shown a manufacturer far ahead. In the home appliance racing list provided by Jingdong, TOP 5 was covered by TCL, and this situation is a relatively explosive performance no matter what category it is placed in.

But it's no wonder that in recent years, the most favorite manufacturer of Mini LED panels in the entire TV industry is definitely TCL.

In the first half of this year alone, TCL released four Mini LED new TVs, and the old products together formed a product array covering the price range of 5,000-20,000 yuan, giving users rich choices while quickly occupying a favorable position in the market.

It's just that for Xiaolei, who rents a house, no matter how good the TV is, he can't stand it.

As for the bulk home appliances, it is Haier who is the king this year.

According to official data, as of 21:00 on the evening of May 31, Haier Zhijia won the first place in the sales of Jingdong, Tmall, Douyin, Kuaishou and other channels, achieving a good start.

In order to show the experience of their own set of home appliances, this time Haier can be regarded as a whole big job——

They found a reality TV group to join forces for a camping concert.

(Source: Haier)

Of course, outdoor concerts are just a formality.

The essence of this event is to let the four stars participating in the reality show experience the various life scenes created by Haier Zhijia in four different styles of camping camps, and then use this to give fans and fans a wave of Amway.

Judging from the feedback on social media, this method can attract some attention, but considering the possibility of fans to decorate, how much conversion rate this attention can have is unknown.

At least for now, Haier Smart Home's experience in similar sets of home appliances in China is still top-notch, and it can bring a good experience before, during and after sales.

Personally, I think that compared to this concert full of copies, this is the essential reason for their good results.

Overall, the momentum of 618 this year has actually picked up to a certain extent.

However, the major platforms are still very tacit, there is no hype about the turnover, and there is no frequent hot search, compared with previous years, it is particularly restrained and calm.

As for the rules, although various platforms have repeatedly promoted no routines, from the perspective of social media feedback, routines can be said to be a lot, and consumers are becoming more and more rational.

These e-commerce platforms should think about how to go without a "big promotion".